8
Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014
| Date post: | 12-Jan-2016 |
| Category: |
Documents |
| Upload: | gwendoline-curtis |
| View: | 214 times |
| Download: | 0 times |
Automotive Multi Channel Marketing 2014A Study for the Automotive Community from Volker Liedtke – Interims Manager
Frankfurt, Germany, 20.08.2014
2
Volker Liedtke, [email protected], www.blogomotive.com
Object of Study1
Method of Study2
Agenda
Criteria for OEM Assessments3
Audi, BMW, Ford, Hyundai, Mercedes-Benz, Porsche, Volkswagen and other4
Best Practice per Channel and Overall Strategy5
Highlights6
Summery7
3
Volker Liedtke, [email protected], www.blogomotive.com
1. Object of Study
> Brands: Eleven OEMs from Audi to VW> Brand portals of German markets ([OEM].de)> Stationary web (desktop), tablets and smartphones> Devices:
> Desktop: Safari Version 7.0.6 on MacBook Pro> Tablet: Safari (current version) on iPad 3> Smartphone: Safari (current version) on iPhone 5
> Timestamp on Home Chart> Apps have been excludes from this analysis, except when complementing portal
communication.
4
Volker Liedtke, [email protected], www.blogomotive.com
2. Method of Study
1. Analysis of OEM’s activities per channel
2. Assessment of OEM’s overall strategy
3. Definitions of best practices per channel and per overall strategy
5
Volker Liedtke, [email protected], www.blogomotive.com
3. Criteria for OEM Assessments
Existence and quality of roof concept that supports the brand over all 3 channels in design, content and applications.
Overall Concept
Subjective impression, if there is a distinct and truly dedicated communication concept per channel in terms of design, IA, usability and applications.
Channel Dedication
Overall impression of quality of design, usability and implementation.Quality
Pure existence of a CC. Feature level of CC – full feature and soft. Dedicated CC-Concept and implementation per channel.
Car Configurator
Possible highlights in terms of design, content, applications, interaction or usability.
Highlights
6
Volker Liedtke, [email protected], www.blogomotive.com
4.1. Audi.de (only for demonstration purposes)
Desktop Smartphone
> … > ... > …
Tablet
7
Volker Liedtke, [email protected], www.blogomotive.com
4.1. Audi.de Assessment (only for demonstration purposes)
…Overall Concept
…Channel Dedication
...Quality
…Car Configurator
…Highlights
