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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」。

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%。

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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Helping Prevent Discrimination in Ads that Offer Housing, Employment or Credit Opportunities.

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iscrimination has no place on Facebook, and our advertising policies have long prohibited unlawful discrimination. Over the last year, our auditors have released two progress updates on Facebook’s Civil Rights Audit and we reached a historic settlement with leading civil rights organizations. As part of the settlement, we introduced a new process for how advertisers based in the US, or trying to reach audiences in the US, can buy ads that offer housing, employment or credit opportunities. These ads are known as Special Ad Categories and are restricted from using the following targeting criteria: age, gender, ZIP code, multicultural affinity or any detailed options describing or appearing to relate to protected characteristics.The Latest News from Facebook for Business

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Facebook Brings WhatsApp Integration to Its Revamped Crisis Response Tool

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Social network giant Facebook is adding a WhatsApp button to crisis response tool, its disaster-reporting and communications feature where a user requests or offers help during a time of emergency. The tool is being used in 300 crises in more than 80 countries presently.

The new feature will allow people in affected areas to provide real-time information related to any disaster, TechCrunch.com reported on Tuesday.

Formerly, replies to requests on Facebook’s crisis response pages could only be sent with Facebook Messenger.

The update allow the social network to provide this information to state and local officials, as well as federal relief agencies such as Direct Relief and the National Alliance for Public Safety GIS Foundation.

Facebook is also expanding its Data for Good tools, using its data to provide relief organisations with information on where to distribute supplies, based on aggregated, anonymised data.

Additionally, Facebook is also updating its disaster maps to be more accurate in collaboration with agencies such as the International Displacement Monitoring Centre.

The new features will allow for photo and video sharing within the Crisis Response centre on Facebook.

Crisis Response originally developed out of a handful of features that help family, friends and communities support one another in the wake of a disaster.

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Facebook to Allow Transfer of Photos, Videos to Google, Other Rivals

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Facebook started testing a tool on Monday that lets users move their images more easily to other online services, as it faces pressure from regulators to loosen its grip on data. The social network’s new tool will allow people to transfer their photos and videos directly to competing platforms, starting with Google Photos. The company said it will first be available to people in Ireland and will be refined based on user feedback.

The tool will then be rolled out worldwide in the first half of 2020.

US and European regulators have been examining Facebook’s control of personal data such as images as they look into whether the tech giant’s dominance is stifling competition and limiting choice for consumers. Facebook CEO Mark Zuckerberg has reacted by calling for new rules to address “data portability” and other issues.

Facebook said that as it worked on a new set of data portability tools, it had discussions with policymakers, regulators, and academics in the UK, Germany, Brazil, and Singapore to learn about which data should be portable and how to protect privacy.

The company is developing products that “take into account the feedback we’ve received and will help drive data portability policies forward by giving people and experts a tool to assess,” Steve Satterfield, director of privacy and public policy, said in a blog post.

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