Driving the IT/Marketing...Relationship at Mazda The fi tfirst event….. Web site from Marketing to Business site • Web site was an e‐brochure ... Social Networking / Social Media

Driving the IT/Marketing Relationship at Mazda

IT / Marketing gRelationship at Mazda

I th b i iIn the beginning….. 

IT / Marketing gRelationship at Mazda

Th fi t tThe first event….. 

Web site from Marketing to Business site

• Web site was an e‐brochure–No connection with data and systems–No connection with data and systems

• Consumers wanted to do business–Requests for quotes integrated with CRM

– E‐commerce for accessories 

–Parts and dealer service applications

Web Agency was in control

• Strategy was closely held (if one existed)

• Separate from the Ad Agency• Separate from the Ad Agency

Web Agency was not good at everythingWeb Agency was not good at everything

• Some service level issues with hosting–Monitoring was lacking

–Occasional page outages were common

IT Structure did not include support for Web

• No budget for ongoing support and hosting 

• No economies with software licensing• No economies with software licensing

• No input on technology utilized–Architecture & software were unknown

– Inability to integrate with in‐house systemsInability to integrate with in house systems

IT was completely disconnected!

Searched for new partners

• Separate Hosting, Creative, Development– IT responsible for hosting partner– IT responsible for hosting partner

– Joint search for development & creative

Reorganized IT to support Marketing

B d t l ll t d• Budget was also reallocated

Relations ImprovedRelations Improved

IT / Marketing gRelationship at Mazda

Th t bi hThe next big change…..

Social Networking / Social Media

• Executive team questioned it

• HR was concerned about it• HR was concerned about it

• Employees were already on it

• Marketing had some plans to use it

• Dealers wanted to know more about it• Dealers wanted to know more about it

• IT wasn’t sure what to do with it

Mazda set a basic strategy 

Brand EmployeesBrand Employees

Consumer Consumer

Consumer to Consumer

• Many owners clubs already existed–Miata clubs–Miata clubs

–Rotary engine clubs

–Grass roots racing such as Spec Miata 

• Very little help neededy p–Provide content & encouragement

Employees to consumers

• Update Mazda Corporate policy – Integrate “Social Activation”

• Assemble teams and toolsAssemble teams and tools – Enlist existing teams – product, motorsports

–Hire a Social Media Manager in Marketing

• Explain Social Media Presencep– Engage Employees 

Encourage and reward active participation– Encourage and reward active participation

Brand to Consumers

• Presence established on key social sites–Content is updated daily/hourly–Content is updated daily/hourly

– Followers continue to grow

– Everyone contributes

Brand to Consumers ‐ differentiators

• Utilize social sites for product launches

• Integrate into CRM efforts• Integrate into CRM efforts

IT and Marketing working togetherIT and Marketing working together

• Ensure strategy across all Mazda 

• Prioritize the efforts from other depts

IT / Marketing gRelationship at Mazda

Wh t’ tWhat’s next…..

Mobile and Social on Mobile

• Environments compliment one another–Mobile used to access social apps–Mobile used to access social apps

– Social sites tell people about mobile apps

• 17% of smart phone users visited auto sites–Mobile versions of sites have existed

–New is links to social and/or mobile apps

Mobile Applications

Mobile – from Dealers

• Applications for customers–QR code on vehicle – link to dealer incentives–QR code on vehicle  link to dealer incentives

– Service discounts to registered customers

– Service reminders  

–Appointment process

–Connect shoppers to existing customers 

Mobile – Vehicle Telematics

• From vehicle ‐ such as actual mileage

Trigger service reminder–Trigger service reminder 

–Create custom extended warranty offer

• To Vehicle – personalization– Set HVAC– Set HVAC

–Change gauges and colors

Telematics and Infotainment

• Ideas and discussions will continue–Challenges for many years in IT–Challenges for many years in IT

• Differentiator for auto manufacturers–New mobile platform for others