On March 10, GroupM and its head automotive vertical platform E-Car released the "Timely Response, Trend: White Paper on Automotive Marketing Transformation in the Digital Era" (hereinafter referred to as the White Paper). Based on consumers' expectations for the automotive industry, the white paper digs deep into user needs, guides the all-media contact point management with marketing science, and combines the characteristics of automotive vertical media to explore and summarize the marketing guidelines for the automotive industry in the new consumption era.
The consumer decision-making path is increased to the online code, and digitalization drives the car companies to put on the vertical media
The white paper points out that under the general trend of user behavior and digital transformation of car companies, consumers' media contacts and overall decision-making journeys are migrating online: in the car purchase process, whether it is when collecting information to make an alternative list or when finally making a purchase decision, online information channels and their influence are increasing.
Among the diversified reach channels, the automotive vertical media, as the largest online automotive marketing information carrier medium, has become the preferred online channel for consumers, and covers the full decision-making cycle of automobile consumption, including the demand introduction period, the pre-purchase clear period, and the approaching decision-making period, which makes the automotive vertical media contribute the most in the marketing of consumer car purchase decisions, accounting for up to 43% of the all-catalyst type.
The onlineization of consumer decision-making paths has also driven the marketing budgets and delivery channels of car companies and dealers to tilt or shift online. Among them, the media investment of car companies and dealers has increased to the mobile terminal car vertical media, which is reflected in the rapid growth of the mobile terminal automotive vertical media, and the overall growth of the automotive vertical media; and the proportion of mobile vertical media in the mobile media has increased year by year, accounting for nearly 40%.
When analyzing this delivery tendency of car companies and dealers, the white paper believes that automotive vertical media brings together a high concentration of target audiences, bringing high-quality potential transaction opportunities is a necessary media to improve efficiency in a competitive market, and forms a synergistic effect with other media channels; and short videos, communities, KOL evaluation, word-of-mouth and other content are also broadening the marketing value of automotive vertical media.
Vertical media ushered in comprehensive competition and upgrading, and EasyCar has obvious advantages in many fields
The white paper points out that automotive vertical media has experienced the decline of print media and realized the shift to mobile terminals in the digital age. Faced with the current industry adjustment, the complexity of consumer media contacts and paths, and the intensification of auto brand competition, auto vertical media will also face new opportunities and challenges: platforms compete for incremental users in the stock, consumers will demand more professional, objective and valuable content, and car companies will put forward more marketing needs in addition to potential transaction opportunities for auto vertical media.
In terms of competing for users, the performance of EasyCar is eye-catching. The white paper cites QuestMobile data to point out that automotive vertical media users show a phenomenon of concentration to the head platform, and the three head platform users, including EasyCar, account for 93% of the overall users (after weight removal). Among them, the compound annual growth rate of E-Car in MAU from 2018 to 2021 is as high as 88%, far exceeding the overall level of 15%.
When analyzing the competitive advantage of e-car, the white paper believes that in the new consumption era, car users want richer and high-quality content services including just-needed information, multi-dimensional perspective, in-depth interaction, and car-related, and the e-car platform can well meet the needs of users in these four types of appeals, and has its own strengths in various functions, such as higher use in query prices and sales. Especially in terms of video content, e-car has devoted a lot of resources to producing automotive professional content and inviting talents, so users actively seek answers in E-car, brush short videos to watch live broadcasts, and pay attention to the big V and its professional analysis and in-depth evaluation.
In addition, e-Car starts from the use of consumers, and the platform experience is smooth. For example, users are more satisfied with the richness of various parameters and information of the e-car platform, and the diversity, professionalism and fun and uniqueness of various interactive experiences and video content on the platform are highly evaluated, and the preferential benefits are also quite competitive for the attraction of users.
Focusing on "connection", EasyCar establishes a vertical ecology of automobiles
The analysis of the white paper points out that as a long-termist who leads the change, e-car focuses on "connection" and achieves win-win results with the industry while achieving its own growth and win-win with the industry by doing a good job in connecting the automotive industry's institutions, personnel and users.
Just as Liu Xiaoke, president of E-Car, explains E-Car's strategy: focus on connecting potential users who buy cars, improve the scale and efficiency of the connection, transmit brand product information in the global catalyst scene, shape differentiated labels to build brand influence, and improve the reach efficiency of information; in the whole link of consumer decision-making, enhance the impact on consumption, and promote transaction conversion.
Reflected in the marketing services, e-car has gradually opened up the Tencent system, established a vertical ecology of automobiles, and continuously explored and realized the efficiency of the whole link with the global connection capability.
In the construction of the influence system, the high frequency of the whole region of Tengshi continues to reach, ensuring the larger-scale expansion of users and the frequency of continuous communication with consumers.
In the full-link operation system, whether it is from the user's concern for the model, to the content, activities and other ways to trap users, so that users are interested, leaving potential transaction opportunities for the model of the front and middle link operations; or the follow-up to integrate the online and offline O2O post-link operation system, the further operation of the retained users, prompting the user to eventually become the car buyer of the car company, have done more exploration.
At the same time, through the effect operation system driven by intelligent data capabilities, the accurate data of the global human vehicle yard, combined with the global distribution of the intelligent recommendation engine, and the global index evaluation system are used to ensure the realization of higher conversion efficiency and more dimensions of measurable performance indicators.