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台灣汽車產業如何用數位行銷取得市場優勢

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多年以來,汽車產業一直透過電視螢幕展現帥氣的車型及生動的品牌故事,但隨著行動世代的來臨,台灣民眾「觀看電視的時間」從2015年開始一路下滑,至2018年每天只看約135分鐘,觀看時間下降14%;而2018年民眾用手機、平板使用「行動網路」的時間每天平均高達180分鐘1;甚至有83.3%的台灣車主表示他們會邊看電視時會邊使用手機2。汽車買家使用媒體習慣大幅的改變之下,為了要吸引他們的目光,行銷人員該如何利用行動裝置創造出的新型態媒體管道,繼續開創業績的新高峰呢?

Facebook深入台灣汽車相關產業一年多以來,密切與各大車廠合作,本篇將透過實際的操作經驗為您量身定做出最適合的數位廣告媒體策略,希望能協助車業品牌以最有效率的方式找到潛在買家,同時帶給消費者耳目一新的品牌形象。接下來,將依汽車產業兩大類型行銷活動「新車上市或新促銷方案」以及「常態性(Always on)行銷」分別提供最適的行銷策略,協助您取得市場優勢。

新車/新方案上市時,一網打盡所有潛在客群

當有新車/方案要上市時,過去行銷人員較常的做法是分階段從「新車/方案知名度廣告」開始,再接一波「促銷廣告」,一步一步引領消費者從對新車/方案產生興趣,到試乘、購車。但,行動世代下的數位廣告除了能達到傳統漸進式的行銷策略,還能更近一步為品牌掌握過去容易忽略或流失的重要潛在買家。

假設剛推出「新車/方案品牌知名度」廣告的第一個星期,這波行銷活動可以完全打中「有潛在買車需求」的族群,讓他們認識到「新車/方案」;然而,同一時間卻遺漏了已經有「明確試乘意願」或是「想要知道新車性能、融資銷售方案」的族群,他們必要要等到第二波之後的行銷活動,才能得到相對應的資訊。但是,如果透過「訊號式全漏斗(Signal-based Full Funnel)」行銷策略,讓不同階段的行銷活動同時出現在Facebook平台,並藉由系統分析得到的訊號,就能將不同廣告目標的行銷活動推送給當下最需要的消費者。「傳遞最相關的訊息給有需求的消費者」能夠協助車業品牌開創過去傳統媒體無法觸及的潛在消費者。

INFINITI台灣於2019年5月僅使用Facebook家族應用程式進行車款QX60的行銷活動。INIFINITI台灣與Facebook合作利用「訊號式全漏斗(Signal-based Full Funnel)」行銷策略,以廣告系統的訊號、極大化觸及率(可參考台灣汽車產業終結迷思指南-迷思四),並搭配適合行動裝置的廣告素材,迅速的擴大在網路上的能見度,短短的兩個月內,用戶對於INFINITI的品牌好感度提升4 點、網站流量提升2.5 倍、廣告回想提升13 點。「訊號式全漏斗」策略讓該品牌有效的增強知名度、提升消費者考慮度,甚至激發購買意願,每月平均試乘顧客人數提升 1.8倍之多,締造出成功的典範。

為常態性行銷取得量多質佳的試乘名單

當品牌在進行常態性(Always on)行銷活動時,最重要的是吸引到有購買潛力的買家前往展示據點體驗服務,進而購車;Facebook提供多種廣告方式讓車業品牌能取得優質的試乘名單,包括「名單型廣告」及「Messenger 發訊廣告」。

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為了擴大精準的客群,建議車業品牌選擇使用「名單型廣告」,先將現有的CRM顧客資料導入Facebook平台,讓Facebook系統能以保護消費者隱私為前提,雜湊計算出符合品牌的消費者輪廓,將最相關的訊息傳遞給對的人;另外可再加上運用Facebook API將有效用戶名單自動加回CRM顧客管理系統,可以讓經銷商無時無刻更即時的跟進有效客戶名單,提高銷售成交的機會。

在使用「名單型廣告」時,品牌也可以依照需求調整問題來達到不同的目的,像是以「簡化問題數」、「精簡的複選題」及「廣泛受眾」來保證觸及到足夠規模的用戶,讓他們擁有「快速無礙」的預約試乘體驗;或是請用戶提供試乘偏好(如:實際試乘地點、日期)、多方確認試乘意願等方式,篩選出真正有興趣的消費者。若希望獲得優質名單,也可以「增加問題數」、「提高問題難度」、「增加確認訊息方塊」等來確認真正想要試駕的潛在車主。

再以INFINITI台灣為例,QX60車款於2019年5月的行銷活動中,也是因為加上「名單型廣告」,才能在快速打響品牌知名度之後,更深入開發有需求的潛在客群,有效利用網路數位廣告就吸引大量用戶洽詢車款細節或試乘,讓每月平均試乘顧客人數提升 1.8倍之多,創下驚人的有效客戶名單。「名單型廣告」使用的時機除了新上市車款外,在常態性行銷時也是非常有效力的廣告格式。

想要尋找理想客群,品牌可以嘗試透過「Messenger 發訊廣告」與消費者建立深度連結,打造讓滿足消費者需求的對話體驗,加深品牌認同與忠誠度,進而促成試乘及購車行為。用戶點擊「Messenger 發訊廣告」後,廣告會即刻引導他們前往 Messenger 與品牌展開對話;此時,品牌就能提供貼心的個人化對話向用戶介紹車款或售後保養服務。

Audi Taiwan 在 2018 年 12 月 6 至 28 日期間與Facebook合作,利用 Messenger 發訊廣告,潛在消費者在點擊廣告後能立即透過Messenger更進一步了解車型相關資訊、預約試駕或保養,成功吸引理想客群,開發的優質潛在顧客人數相較於使用其他管道增加了 42%。

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破解Facebook平台操作迷思

除了提出上述兩項行銷策略建議,在這一年的觀察當中,我們也發現品牌在運用 Facebook與消費者連結時傳流的一些迷思,造成投遞的廣告無法發揮最真實的效益,包含:「我的粉絲越多,生意就會越好?」、「消費者旅程由我決定?」、「我比誰都了解我的消費者?」、「我的目標受眾設定越精準越好?」、「手機螢幕無法展現我家車型的帥氣與美麗?」。如果您也有類似的疑惑,歡迎下載「台灣汽車產業終結迷思指南」,期望能帶給您更有效率的媒體策略,也幫助您帶進更多生意機會。

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Updating Special Ad Audiences for housing, employment, and credit advertisers

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On June 21, 2022 we announced an important settlement with the US Department of Housing and Urban Development (HUD) that will change the way we deliver housing ads to people residing in the US. Specifically, we are building into our ads system a method designed to make sure the audience that ends up seeing a housing ad more closely reflects the eligible targeted audience for that ad.

As part of this agreement, we will also be sunsetting Special Ad Audiences, a tool that lets advertisers expand their audiences for ad sets related to housing. We are choosing to sunset this for employment and credit ads as well. In 2019, in addition to eliminating certain targeting options for housing, employment and credit ads, we introduced Special Ad Audiences as an alternative to Lookalike Audiences. But the field of fairness in machine learning is a dynamic and evolving one, and Special Ad Audiences was an early way to address concerns. Now, our focus will move to new approaches to improve fairness, including the method previously announced.

What’s happening: We’re removing the ability to create Special Ad Audiences via Ads Manager beginning on August 25, 2022.

Beginning October 12th, 2022, we will pause any remaining ad sets that contain Special Ad Audiences. These ad sets may be restarted once advertisers have removed any and all Special Ad Audiences from those ad sets. We are providing a two month window between preventing new Special Ad Audiences and pausing existing Special Ad Audiences to enable advertisers the time to adjust budgets and strategies as needed.

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For more details, please visit our Newsroom post.

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Impact to Advertisers using Marketing API on September 13, 2022

For advertisers and partners using the API listed below, the blocking of new Special Ad Audience creation will present a breaking change on all versions. Beginning August 15, 2022, developers can start to implement the code changes, and will have until September 13, 2022, when the non-versioning change occurs and prior values are deprecated. Refer below to the list of impacted endpoints related to this deprecation:

For reading audience:

  • endpoint gr:get:AdAccount/customaudiences
  • field operation_status

For adset creation:

  • endpoint gr:post:AdAccount/adsets
  • field subtype

For adset editing:

  • endpoint gr:post:AdCampaign
  • field subtype

For custom audience creation:

  • endpoint gr:post:AdAccount/customaudiences
  • field subtype

For custom audience editing:

  • endpoint gr:post:CustomAudience

Please refer to the developer documentation for further details to support code implementation.

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Introducing an Update to the Data Protection Assessment

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Over the coming year, some apps with access to certain types of user data on our platforms will be required to complete the annual Data Protection Assessment. We have made a number of improvements to this process since our launch last year, when we introduced our first iteration of the assessment.

The updated Data Protection Assessment will include a new developer experience that is enhanced through streamlined communications, direct support, and clear status updates. Today, we’re sharing what you can expect from these new updates and how you can best prepare for completing this important privacy requirement if your app is within scope.

If your app is in scope for the Data Protection Assessment, and you’re an app admin, you’ll receive an email and a message in your app’s Alert Inbox when it’s time to complete the annual assessment. You and your team of experts will then have 60 calendar days to complete the assessment. We’ve built a new platform that enhances the user experience of completing the Data Protection Assessment. These updates to the platform are based on learnings over the past year from our partnership with the developer community. When completing the assessment, you can expect:

  • Streamlined communication: All communications and required actions will be through the My Apps page. You’ll be notified of pending communications requiring your response via your Alerts Inbox, email, and notifications in the My Apps page.

    Note: Other programs may still communicate with you through the App Contact Email.

  • Available support: Ability to engage with Meta teams via the Support tool to seek clarification on the questions within the Data Protection Assessment prior to submission and help with any requests for more info, or to resolve violations.

    Note: To access this feature, you will need to add the app and app admins to your Business Manager. Please refer to those links for step-by-step guides.

  • Clear status updates: Easy to understand status and timeline indicators throughout the process in the App Dashboard, App Settings, and My Apps page.
  • Straightforward reviewer follow-ups: Streamlined experience for any follow-ups from our reviewers, all via developers.facebook.com.

We’ve included a brief video that provides a walkthrough of the experience you’ll have with the Data Protection Assessment:

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The Data Protection Assessment elevates the importance of data security and helps gain the trust of the billions of people who use our products and services around the world. That’s why we are committed to providing a seamless experience for our partners as you complete this important privacy requirement.

Here is what you can do now to prepare for the assessment:

  1. Make sure you are reachable: Update your developer or business account contact email and notification settings.
  2. Review the questions in the Data Protection Assessment and engage with your teams on how best to answer these questions. You may have to enlist the help of your legal and information security points of contact to answer some parts of the assessment.
  3. Review Meta Platform Terms and our Developer Policies.

We know that when people choose to share their data, we’re able to work with the developer community to safely deliver rich and relevant experiences that create value for people and businesses. It’s a privilege we share when people grant us access to their data, and it’s imperative that we protect that data in order to maintain and build upon their trust. This is why the Data Protection Assessment focuses on data use, data sharing and data security.

Data privacy is challenging and complex, and we’re dedicated to continuously improving the processes to safeguard user privacy on our platform. Thank you for partnering with us as we continue to build a safer, more sustainable platform.

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Resources for Completing App Store Data Practice Questionnaires for Apps That Include the Facebook or Audience Network SDK

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Resources for Completing App Store Data Practice Questionnaires for Apps That Include the Facebook or Audience Network SDK

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