The automobile industry is in a period of transition, fuel vehicles still occupy the mainstream market, and new energy vehicles are making rapid progress. A reality in front of car companies is: on the one hand, there are more and more car models, the market is becoming more and more segmented, no matter which price segment, which type of model, there are many choices for users. On the other hand, user traffic fragmentation, in the first quarter of 2022, the total number of mobile netizens installed apps per mobile phone was 66.
Therefore, for car companies, not only is the growth of market capacity slowing down, but the greater challenge is that it is becoming more and more difficult to accurately capture users. There is a gap between countless models and fragmented traffic that needs to be filled urgently.
In the "2021 Automotive Industry Digital Marketing Insights" released by QuestMobile, it is believed that in the comprehensive development of the industry and the changes in consumer trends, car companies need to pay attention to agile marketing and have a stronger control over the marketing rhythm, so they need to continue to actively lay out multi-touch points to store water for the user's mind to cope with uncertainty. The so-called agile marketing is to capture the trend of traffic changes in time and make marketing innovations that best meet the current needs.
「 01 」
Push + search to capture new changes in car marketing
Cars are big pieces, users have longer decision cycles, and decision-making links are more complex. Under the current challenges, if you want to more accurately reach active target potentials with higher conversion willingness, you need multi-touch, full-link, and refined layout of ecological content.
To capture new changes in marketing, you must first know where the traffic is going. In recent years, with the rise of short videos and live broadcasts, users have spent more and more time on the content platform. At the same time, the rise of the content ecosystem has also changed the search behavior of users. Previously search is on the search engine, now the search is gradually decentralized, users are gradually accustomed to searching on the content platform, third-party data shows that 35.2% of users choose different search channels to search according to the different search content, and even 19.5% of users will directly choose social networking sites, short video platforms for search.
Searching after watching and searching while watching have become new habits for users. The rich content ecology inspires the user's interest, which in turn triggers the user's search intention, which is why the content ecological search is called "heuristic search". According to third-party data, 90.5% of users have the habit of "looking and searching".
The rapid growth of the huge engine ecological search data proves that users' search behavior habits are changing. In terms of automotive content alone, as of December 2021, the total retrieval PV of automotive-related content exceeded 5.3 billion, an increase of more than 5 times compared with the first half of the year. This part of the high-intention search user has become an incremental opportunity for car companies and a new marketing key.
First, the content sparks user interest, which in turn triggers active search behavior. From the analysis of user behavior habits by the huge engine, it is found that "natural content" has the most obvious drive on users' post-search, followed by topic content and star map content; in addition, exposure advertising, hot lists, and effect advertisements have effectively driven users' active search behavior. Secondly, search is the active behavior of users, search advertising can reach users more accurately, while information flow recommendation technology drives the personalization of search, and search also promotes the accurate recommendation of information flow. Based on third-party user surveys, 68.1% of users believe that ads appearing in the search results of content platforms are also helpful to them.
In the past, the search of search engines was the end of marketing, but now the search of content ecology is more like an amplifier, and the content and search pull and amplify each other. According to data from The Massive Engine, the exposure of the feed increased by 14% after the search ad was served, and the conversion of the search ad increased by 24% after the feed was served. Obviously, after looking at the search, while looking at the search to achieve the value of content living water + search closing, strengthen user perception, search advertising and information flow advertising combination to form a 1+1>2 gain value.
The automotive industry has been more innovative in marketing, they have seen the search traffic show a high-speed growth trend, advertisers' cognition is also changing, they keenly found that the content ecological search advertising also stimulated the marketing "linkage value" and "long-term value", so more and more advertisers began to pay attention to content ecological search, huge engine has become a new focus, new hot spots, put to the content platform tilt.
「 02 」
Defend + attack, new dividends for search ads
New changes in traffic, whoever catches it first can eat the dividend first. The automotive industry has always been more proactive in marketing innovation, at the forefront, and some car companies have adjusted their marketing mix plans.
SAIC Volkswagen Group will upgrade its brand & full model from 2021. As one of the largest content ecosystems, the massive engine platform is an important position for its marketing, on the one hand, to improve the platform-level voice of the brand, on the other hand, to enhance the brand's reputation among young users through multi-touchpoint.
It is to see the value of content search, SAIC Volkswagen in the brand, bidding, huge star map, private domain position, for the first time in 2022 to carry out a year-round long-term search product layout, hoping to fully leverage the huge engine content ecological advantages and search value, open up the "product-star-search" innovative marketing link: product, that is, information flow to achieve high-quality exposure of brand and model information; star, that is, the content of the talent to further plant grass + component hook assist search improvement; search, that is, the final search product as the closing, Precipitate the value of the brand private domain position - "brand occupancy" + "content living water" + "search closure", effectively enhance brand viscosity and brand loyalty.
Judging from the data in March, after the launch of pin-brand, the brand's enterprise number, information flow and pin-brand native exposure increased by 31%, which shows that SAIC-Volkswagen Group has actively built a brand moat through the layout of search advertising.
In the content ecosystem, users browse out of interest, and if they do not capture their interest in time, these traffic will be wasted. The overall data from the huge engine platform can be verified, and the combination of search ads + information flow ads can effectively improve the retrieval traffic, and help users actively search, directly to the brand position, and play a better effect of 1+1>2.
Obviously, enterprises need to lay out the content ecology with more refined links to reach active target potentials with higher conversion willingness. This time, SAIC Volkswagen's innovative gameplay has played a good role in protecting the brand, and has also verified the value of the search advertising "shou" - guarding the brand traffic entrance and letting the content drainage guide the car companies' own positions.
Another luxury car brand that everyone is very familiar with has also made a new attempt. The attempt is because driven by user fragmentation behavior and market share changes, they believe that it is necessary to make timely feedback on every interest of users, especially the active search driven by interest, each of which is accurate traffic. The brand experimented with search auction ads, and as a result, they were confident that the cost of conversions was reduced while improving the quality of their conversions.
At the same time, search auction ads can help car brands achieve a strategy of actively "attacking" potential traffic. For example, through a series of combinations such as competitive brand words, model words, industry words, and hot words, in a broader industry traffic pool, look for potential users who are interested in the brand and have car purchase needs, which plays an effective role in converting users who search for the brand.
For automobile brands, marketing has two core purposes: one is to keep, that is, to protect, users who are interested in their own brands, through multi-touch, full-link to build a protective wall. The second is to attack, that is, to expand, have no interest in their own brands, or do not understand, through the interception and robbery of the industry and competitor traffic to achieve "attack", tap new traffic.
In the content ecology, the layout of "passive recommendation + active search" can often achieve the effect of 1+1>2, and the attack and defense are more evidence-based.
「 03 」
Open up the hub and play the search combination fist of content ecology
Search in search engines used to be a one-way flow and a traffic collection, but now search scattered in the content ecosystem is more like a hub that can open up multiple marketing products and content and gain value.
The so-called hub generally refers to the key point of things. In the content ecology, according to the search term, users can be divided into potential audiences, intended groups, and core groups. According to user intentions, car companies can connect content, positions, and business parties through the layout of search advertisements, open up global contacts, and achieve all-scenario combination gain value.
In the understanding of understanding, the hub value of search is twofold: one is the connection, users and interests, brands and traffic, products and services, different scenarios in the ecosystem, can be more efficient connections through search. The second is amplification, and the content and search pull each other, so as to achieve the doubling of the overall value of brand marketing. Through these two values, push + search can be described as one of the best choices to reduce marketing costs and improve marketing effectiveness.
Taking Lexus as an example, it hopes to focus on user attention, spread brand influence, and avoid exposure loss. First of all, through the cooperation of product advertising, the native exposure of the [first window value] of search advertising increased by 69%; effectively avoided 18.7% of the brand traffic being intercepted by competitors to achieve "long-term occupancy value". In the same period, through the content cooperation of Xingtu people, the target user's intention was continuously attracted, and the natural search volume increased by 53.7%; through the search product, the user's active intention [planting grass closing value] was revealed. As an important position of brand management, the number of enterprise fans increased by 13 times, and its [fan management value] enabled the brand to achieve brand private domain precipitation, laying a good foundation for subsequent brand operation. This is a set of combination punches, using search to open up the brand's diversified marketing scenes, leaving traffic in its own moat Hanoi steadily.
Of course, the hub must not exist in isolation, and its value can only be fully reflected through connection and opening up. With the help of search advertising, you can connect multiple scenarios such as brand content, operation, and e-commerce, and give full play to the combined efficiency effect of the hub to improve the efficiency of marketing.
The so-called agile marketing, not only to insight into the trend changes, capture new marketing strategies, but also according to the actual needs of each of their own projects to choose different products, and flexibly portfolio products, so as to maximize value.
Huge engine has a rich product matrix, in terms of search auction advertising, there can be a variety of combinations to help customers get new traffic: search auction advertising × information flow, but also on the combination of search and push, can seize the complete user behavior, to achieve higher reach and higher conversion; search auction advertising × huge amount of traffic, guide e-commerce scenarios, achieve post-link traffic coverage, help marketing conversion, open up business and sales; search auction advertising × star map people, through the search advertising assist, effectively carrying grass, Continue to precipitate the value of content dissemination.
Of course, each customer's marketing team is different, and the huge engine also gives different support according to the different situations of customers. Customers with independent search teams can achieve refined operations through the whole process of "search direct investment", diversified delivery tools and optimization capabilities. Customers with limited manpower can use the programmatic bidding strategy of "worry-free delivery" to achieve a more efficient search layout with the help of the system's automation capabilities.
【Conclusion】
There is no constant pattern, only a changing market. The competitive landscape is turbulent, the consumption concept and behavior of a new generation of users have changed, and car companies in the period of industrial transformation, who can capture the trend of market changes and master new ways of playing faster, who have the opportunity to stand out in the transition period and become the winners of the times.
Search, as a new hub for marketing, forms a precise and efficient connection between countless models and fragmented traffic, and is becoming a grasp of new marketing and a weapon for brand gain.