As late Chinese motor racing “sealing” event, the annual Guangzhou International Motor Show, is the key automobile market trends in the coming year window to wait and see. When the market downward become in the eyes of the majority of car prices for the past two years, the domestic automobile market the most intuitive impression, how to better respond to the automobile market inflection point? As the car continued iteration in order to better meet the diverse needs of the user’s personality, with car sales marketing system is also directly linked to the need to synchronize advanced. To this end, massive engine before the show, for the automotive industry, organized quot; full engine middot; efficiency –2019 car marketing machine Yu summit quot ;, launched a new user-management as the core of the automotive marketing machine Yu map , automotive marketing system reform, promote the new advanced automotive marketing.
At the same time, adhering to the placement of the effectiveness of the mind, a huge amount of automobile engines also invited a number of large coffee industry veteran media, organize media communication will, for the automotive marketing various marketing solution that combines auto market deployed depth to explore, to further increase the anxiety and confusion by the majority of car manufacturers, reveals a new path of industry growth collapsed.
GDA: the automotive industry’s first flow of information goods-efficient products
in today’s automobile traffic dividend fading, the traditional pure heavy exposure, spend a lot of budget branding more difficult to stimulate incremental potential customer, especially when the consumer decision-making flow paths often change car brand in order to influence a wide range of mental and deeply rooted user, and the user should establish more relationships each node starting to build long-term mental link.
Philip middot; Kotler in “Marketing 4.0 Revolution” has put forward the idea 5A refined user management, user behavior into Awareness (perception), Appeal (curious), Ask (ask), Action (action), Advocate (support) five stages. 5A to user management philosophy is based on massive engine will open a new Advanced explore digital marketing, to break the traditional thinking inherent in digital marketing, user guide enterprises to buy the mining operation from traffic, from a focus on traffic numbers to pay attention to the effectiveness of the user to build data Dazhong Desk – twin-engine marketing – a measure of the new system as one of the all-chain marketing patterns, help healthy growth of the brand.
Based on the dataMedium and large units, massive engine will create a “twin engine” as the core of the perfect marketing system to drive the business user. Massive engine will use mental engine, twin-engine operations engine this group to really create brand main subscriber growth, thus contributing to user conversion.
The two-engine engine by means of the mind to seize the mind and mental Heart capture two, two-way release the user’s mental brand value, advanced automobile brand marketing. Mind engines would fit the new car market, reputation building, three models promotional marketing scene, effectively help the brand gain market share in the public domain traffic, expand opportunities for people, and continue to promote opportunities for people to 5A crowd precipitation and progressive relationship.
new car market and reputation-building is a key entry point to seize the user’s mind. Mind engine not only linked platforms entry-level flow of resources, such as Hyun screen, HotView, a mirror in the end, TopView, widely and efficiently touch up, in order to seize the user first visual memory, while co-branded IP to create a big event, excited sympathy, help brand the user occupying the breadth of mind; in addition, relying on massive booming automobile engine platform content ecology, comprehensive coverage of users car life usage scenarios, to help advertisers build brand reputation strong magnetic field of public opinion, combined with social interaction, content type, brand and other positions number form, depth help brand the user occupying the mind, to create a brand relationship between the user increments.
on the outside of the user’s mental breadth and depth of preemption, a huge amount of engine efficiency and actively explore the real product of collaborative product, incremental and resonance behavior, further capture the user’s mental, depth suitable for brand models promotional marketing needs, and deeper cooperation has achieved excellent results with advertisers in multiple scenes. Based on this, in order to provide better products and services to advertisers, massive build-engine platform full potential, efficient products to upgrade products –GDA, to create the industry’s first automotive product information flow efficient products, expand the four dimensions of product synergy effect – scene collaboration, data collaboration, collaborative decision-making, the value of collaboration, comprehensive help brands gain users.
massive engine industry product manager Jiao Yingying represents, GDA can be seen as relatively before Apollo, GD + as well as upgrades to understand God’s mastermind car version, from the dimensions in terms of traffic, the biggest upgrade point is to bring together all the traffic in, open up, turned out to be a single dimension, has now become a multi-dimensional, user coverageAnd the amount of machine learning features, including the phase information of the user is located richer. The automotive industry’s first product stream efficient products.
GDA get through the whole scene dimension, whether it is information, video or interactive scene, GDA will cross-flow delivery; second data level has been upgraded, the determination of the user groups more intelligent, and combined with users conduct full link real-time tracking, reaching high conversion; third service level upgrades, a comprehensive analysis of students put in a synergistic effect of the finished product advertising program, material and optimization, in order to optimize the overall effect, truly collaborative product efficiency, which is a huge amount of engine vision launched GDA products
effect through: to create the effect from advertising to marketing
for the current user of the transformation of automotive marketing, customer won high cost, low efficiency and these back-end conversion weak to undertake an industry problem, one of the twin engine operations engine to massive engine underlying technology and data to support, help auto marketers to break through barriers to transformation, enhance brand relationships crowd flow to the action crowd.
How to improve customer conversion potential force? Action With Smart car engine performance marketing products “effect on”, can provide clues to collect automotive customers, operations, converted to full-back link one-stop service. Effect on opening up the headlines, vibrato, watermelon, volcano public four-terminal domain traffic, using multi-point connection style information flow massive potential customer, and using oCPM system, based on conversion goals optimize display ads to users who are most transformed intentions. Industry-leading intelligent systems offer advantages with intelligent and creative, diagnostic tools, filters and other clues, cost efficiency, while also promoting marketing “effective” Advanced transformed by the “efficient” to.
to a car brand customers, for example, pass through effect oCPM intelligent bidding system delivery, consumption increased by 28.6 percentage, 21.8 percentage improved its conversion rate, but the actual cost reduction is used to transform 4.6 percentage. It can be said to greatly improve conversion results. Of course, for advertisers, so “efficient transformation” of course welcome, but that does not mean that it achieves the desired effect. In the final analysis, the only clue to become real expectations to simply store the user or users to buy, is the advertisers.
Based on this, a huge amount of engine sets policy and industry product manager Xu Yujie highlighted “optimized in all aspects of the back end of the link can achieve a full range of speed and efficiency.” Terms of speed, through massive engine related systems, you can instantly connect to the 4S shop; also through some butt way to collect clues transmitted directly to the customer for analysis docking, fast and efficient. Improve Efficiency, respect, selling cars pass through the massive engine, so that leads directly to the support car prices related systems, so that car prices can be docked consumers want to buy cars; plus offer a range of support systems to store, to help consumers accurately reach the shop to see models they want to buy, so as to enhance the probability of the actual transaction.
“There is a word in the discussion today is particularly good, namely to create a” massive engine to Rui, vice president of commercial representation, do effect through a very core the thing is the ability to open out and build a complete system makes sense, such as the background data open, all put the whole visible and so on, to provide true performance car marketing. Up to now, a huge amount of engine brands have teamed up to open a multi-dimensional effect of many high-speed channel to address the needs of different types of user acquisition, including Dongfeng Nissan, Beijing Hyundai, Ford, Xiaopeng cars.
understand the car Emperor: Let the content becomes more commercial value
“real valuable content must have a soul, professionalism, depth, do not completely rely on automated out . “He Jian understand the car Timor president” as a media platform and services, not only to understand the car Timor as one of the key content to do business development, content and more to do, and let the good content is more valuable. “
currently, the emperor understand the car and actively explore cutting-edge automotive content through the form and shape of the original team, on the line “very wild”, “burst riders”, “drive time”, “the blood Cartwright,” the head of the original four-speed auto program, and “understand the car evaluation” “first to test drive” “test drive report” third gear car evaluation program, forming a multi-cultural automotive, off-road, racing, car upgrades and other home-made programming matrix.
Not only that, He Jian said, “understand the car emperor, not just understand the car emperor APP”, in addition to an independent App, understand the car Timor will PGC business upgraded “I know the license plate number.”Polymerization multiport resources to encourage creativity, to meet user demand for high-quality content. At the same time, relying on the emperor understand the car’s personalized recommendation engine, accurate insight into customer needs, efficient distribution of premium content, content to make a good car really needs to find the user’s
understand the car Emperor content director of operations Jicheng Cheng said, relying understand the car license plate number understand Emperor, headlines today, vibrato, watermelon video, a small volcanic 5-terminal video resource aggregation, know the license plate number car will stop solution creators variety of content genres, multiple clients operational inefficiencies problems, let the car easy content creation and dissemination.
the same platform as fish ponds, fish from the constant, sedimentation, fishing to reap the rewards, then continue nurturing experience of cooperation to promote a virtuous circle, continued to help partners become bigger and stronger. In the upcoming 2020, massive engines want to provide automotive customers from product brand to effect, then the effect of a full range of marketing solutions, from products to services to enhance the effectiveness of marketing to create a new future of automotive marketing.