Bangkok--9 Jun--Weber Shandwick
McCann Worldgroup Thailand (MW) — through its research tool McCann Pulse, revealed in-depth study on the development of car industry to captivate and engage the consumers. Nowadays, we can’t deny that digital communication and social media play important role in all industries and become one of the most influential marketing channels. Therefore, it’s necessary to increase competitiveness through interesting content that attract the attention of consumers.
The key highlights of the study have been captured in the following trends and developments:-
1. VIRTUAL TEST DRIVE
Car enthusiasts are now able to test drive any new-to-market cars without getting behind the wheel. Creating a fun first impression and keeping the conversation going, these virtual test drives are designed not just solely for fun but also to introduce the brand philosophy thru innovative digital tools i.e. mobile apps, augmented reality and GPS.
2. SCREEN HOPPING
This year the automotive industry will be one of the very first to turn regular TV ads into interactive viewing experiences, stirring the momentum of the new model launches. Here, groundbreaking technology allows consumers to ‘’screen hop’’ and interact with what’s happening in the ad in real time via their own mobile, shifting from the one-way communication of traditional media into a user-defined experience.
3. BRAND LANDMARK
While self-expression takes on new heights in social networks, social gaming has become a branding vehicle because of its tremendous viral potential. Several car companies have created social games thru social networking platforms like Linkedin and Facebook, and location-based services. This enables consumers to build new social circles, introduce the car model into conversations and enhance the values which the brands have become renowned for.
4. LIVE INTERACTION
In today’s cluttered media environment, ‘Consumer participation’ is key to gaining attention. Interactive outdoor is gaining popularity and has been utilized as a social platform to increase the degree of consumer engagement. Live-interactively technology across multiple screens in getting hot, allowing passers-by to participate in a two-way dialogue via tweeting, sms or check-in.
5. STORY BEHIND STORY
Among recent viral ad initiatives in the auto space, digital short firms are a trend to watch as consumers are getting smart and craving for authenticity behind brands. Top automakers start to communicate the reason to believe the brand philosophy thru fascinating story telling that speaks to the hearts and minds of consumers.
6. RESPONSE ABILITY
As consumers are more outspoken and connected online, auto brands can’t avoid facing negative buzz at any time thru any technology. Digital community relationships has become a must-do strategy calling for an immediate prompt response. This commitment from brands will alleviate negative sentiment and regain confidence and it will be done thru 360 digital communications.
7. PASSIONIST SOCIETY
Fuelled by social media and technologies, consumers are increasingly engaging in social networks and apps that allow them to discover or discuss their interests with friends or likeminded people. Many automakers are starting to bring together their customers across countries, sharing their passionate stories thru social platforms, interacting with each other and recruiting others to do the same — encouraging the strong community spirit of brand loyalists and creating user-to-user conversation.
8. SERVICE AT HAND
Mobile apps appear to be another car accessory amongst today’s savvy drivers. The apps are getting closer to individual needs. Whether it is roadside assistance, measurement of car power, performance data of your driving, status update of car battery, all are giving consumers the comfort of digital roadside assistance.
9. DRIVING GREEN
‘Eco friendly driving’ is not only the word on the street but also across the digital world. The fact that consumers are increasingly concerned about carbon emissions has driven automotive brands to creatively advocate green driving efficiency thru edu-tainment outreach, playful online applications or even virtual eco-gaming.
10. RACING TOWARDS POSITIVITY
‘Consumers care about brands that care’ — it has become the expected role of automakers to engage in greater CSR approaches. Digital platforms have successfully involved consumers in charity circulars and transformed the co-creation initiatives of customers into a real CSR effort for offline actions.
Insight to Inspire at http://pulse.mccann.co.th
McCann Pulse {Trends} is about predicting future trends and developments that will have an impact on consumers’ lives and lead to an insights-driven innovation in brand communication
For further information, please contact:
Varidda Voraakom
Consumer Insights Director
McCann WorldGroup
Tel. 02-343- 6000 Ext 173
Email:
[email protected]
Rungnapa Charnwiset/Tonghathai Suddee
Weber Shandwick Thailand
Tel. 02-343- 6000 Ext 061, 174
Email:
[email protected],
[email protected]