Google AUTO
Hamel Soni, Automotive Industry Head, Google
Presented at Drivers for Digital Growth, an automotive summit co-hosted by Adthena and Jellyfish
8. The new connected consumer
Cost Choice Convenience Control
Frictionless Experience
Data Explosion
9.
10.
11. The car research and buying process
is still difficult and confusing
12. 68% of customers don’t know what car they
want when they come into market
22% Started with one brand in mind, but
bought something completely different
14. 94% used digital to help them decide | 58% highlighted the importance of friends and
family
15. So they ask lots of questions..
900 Digital Touch Points
In under 2 Months
50% completed in under 1 month
16. I Online deeply changed car buying process
From defined, unique and institutionalized moments...... to more personalized, customized steps...… redefining the purchasing process as a series of constant moments of truth...
Constant Moments of Truth
… and every moment counts in this conversation between brands and prospects
Searched on
Google
test drove a
vehicle
located a dealer
from mobile
Inquired family,
friends
colleagues
Visited a brand’s
social page
Visited OEM
website
searched on
mobile
watched video on
YouTube
visited dealer
website
Built-and-priced on
OEM site
Looked at
photos
visited a
dealership
browsed
newspaper ads loan calculator on
3rd party site
search dealer
inventory on Tier 2
Visited a brand’s
social page
Saw a TV ad
watched
video ad
read consumer
reviews
read professional
review
used mobile
on lot
requested a quote
online
clicked
display ad
used model
comparison tool
visited
newspaper
site
filled out a
form
Where-Should-I-
Buy
Moments
Am-I-Getting-A-
Deal
Moments
Can-I-Afford-It
Moments
Is-It-Right-For-
Me
Moments
Which-Car-Is-
Best
Moments
A conversation made of micro-moments centered around the consumer
17. Search engines
Online video
Dealer websites
Dealer visits
Brand websites
Test drives
Salesperson at a dealer
WOM
Social media
Comparison websites
Brochures, books, flyers
Vehicles on street
TV ads
Magazines, newspapers
Online touch point Offline touch point Research In-person (dealer) Research In-person (WOM)
Search is most
commonly used
among all sources
% of touch points used by all buyers
– online, offline or in-person – used
at any time until the final decision
Question asked Q8 / Q9: Which of these offline / online sources informed your recent vehicle purchase, at any stage?
Q10: Which of these websites or apps did you use to inform your most recent vehicle purchase? / Q11: On which of these websites or apps did you watch online videos?
Base: New car buyers, n = 500
Source: Auto CB 2017
18. 65%
of queries happen on mobile devices
Source : Internal Google Data, Jan-Jun 2017.
21. By showing them Creative choice at the relevant part of their journey
Helping people to buy
35%
Interior & Exterior
Walkarounds
25%
Test Drives
23%
Consumer Reviews
27%
Vehicle Feature /
Technology Highlight
22. Actively did a
follow-up action
after watching online
Video
Most Importantly it creates Intent &
Action
%74
Visit a dealer website
Request a price quote
Locate a dealer
Schedule a test drive
Use a car configurator to build & price a vehicle
Request or download a brochure or catalogue
Participate in event*
25. Segment
People with 2x
purchases
People with loads of
commercial intent
People with some
commercial intent
SEE DO CARE
Largest addressable
qualified audience
THINK
Segment based on
demographic +
Segments
based on in-
market behavior
Segments based on
user engagement
Segments based
on user value
We live in a time of change
Round the world we see economic, environmental and political instability.
Interest rates remain incredibly low
The £ is at its weakest point in living memory.
Inflation and wage stagnation erode the buying power of everyday people,
[Video plays]
So what does this mean for you
We know that the process of buying a car has always been and still is a difficult and confusing process
Over time digital has certainly helped.
Access to more information is always good but equally it can be overwhelming.
So its no wonder that..
With over 470 different models available in the UK - that’s before you start looking at trim levels and customisations. - which take you into the 100’s of thousands
Most people remain open minded around their options
The average car buyer considers 3 different cars before they make up their mind.
And to narrow down their choices. In no particular order
The 3 biggest sources of help that they turn to are:
Friends and Family
You the OEM’s and the Dealer
Digital (Almost all respondents used digital to help make their decision)
And really this is the focus of today.
When they ask the question,
when they try to find out more -
are you being helpful?
But mobile is only 1 device
And Search is only 1 (albeit very important) digital tool
In the average car buying journey, there are approximately 900 digital touch points that occur in the space of 2 months
In fact 50% of respondents said they did it in under 1 month
In a moment to address this head on, we will hear from Laurent who will discuss our Cloud and Machine Learning can be your alai in this journey
With so many digital touch points the question you have got to ask yourself a few fundamental questions -
Connectivity and data availability have already greatly influenced the way consumers are exposed to, influenced by, and interacting with Brands, in particular when considering the purchase of a new car in particular
[click to build slide] To illustrate this let’s consider the linear marketing framework invented by P&G in the 90’s postulating there were 2 Moments of Truth post stimulus, the First (when seeing product on the shelf) and the Second (when experiencing the product itself)
[click to build slide] As digital became prevalent, Google introduced an evolution to this model with the Zero Moment of Truth, where the consumer discovers the product online, before even seeing it on a shelf (dealership) or experiencing it
[click to build slide] And as digital slowly but surely became a permanent reality in our existence (remember, we don’t go online, we live online), and especially with the rise of social media, this model became a constant Moment of Truth if you will, where all steps are influenced by online, as other consumers or owners can constantly comment on the brand, its products and the experience and therefore influence any potential consumer during his own journey
[click to build slide] So doing, the number of touchpoints has constantly multiplied, up to more than 900 nowadays for the car buying process...
[click to build slide] … turning the usual linear approach to the journey into a stream of micro-moments of truth all centered around the consumer, a conversation forcing brands to shift the focus of their go-to-market from product- to consumer-centric
And one device that they’ll use unsurprisingly more than any other
The device that we apparently look at over 150X a day
That we look at before we go to bed and when we wake up
Is of course mobile
Mobile has been and continues to be THE GO TO DEVICE to get answers to their questions.
89% of respondents said they used search to help them decide.
Of those MILLIONS of queries 65% of them happen on mobile devices
And when they ask, once again, are you being helpful? *CLICK*
Because the consequences of not are far too great
A 32% drop off rate due to poor loading time
Use if recommending a Masthead for launching the campaign.
This is especially important for Luxury where many consumers, particularly those new to the category, don’t trust their ability to choose something that is high quality (think of wine for example) or fashionable. They look for cues such as price, advertising and how many other people respect or buy the brand - the fact they’ve heard of the brand, or not, consequently has a powerful effect on their purchasing decision.
Connectivity and data availability have already greatly influenced the way consumers are exposed to, influenced by, and interacting with Brands, in particular when considering the purchase of a new car in particular
[click to build slide] To illustrate this let’s consider the linear marketing framework invented by P&G in the 90’s postulating there were 2 Moments of Truth post stimulus, the First (when seeing product on the shelf) and the Second (when experiencing the product itself)
[click to build slide] As digital became prevalent, Google introduced an evolution to this model with the Zero Moment of Truth, where the consumer discovers the product online, before even seeing it on a shelf (dealership) or experiencing it
[click to build slide] And as digital slowly but surely became a permanent reality in our existence (remember, we don’t go online, we live online), and especially with the rise of social media, this model became a constant Moment of Truth if you will, where all steps are influenced by online, as other consumers or owners can constantly comment on the brand, its products and the experience and therefore influence any potential consumer during his own journey
[click to build slide] So doing, the number of touchpoints has constantly multiplied, up to more than 900 nowadays for the car buying process...
[click to build slide] … turning the usual linear approach to the journey into a stream of micro-moments of truth all centered around the consumer, a conversation forcing brands to shift the focus of their go-to-market from product- to consumer-centric
Do you have a measurement plan in play that is made for an omni channel world -
research online across various devices and multiple channels, purchase offline
Because the reality is that most of the people in the room will be putting all their efforts towards this -
Test Drives and Brochure Requests. Test drives are still important (2)
However only 15% of respondents said brochure requests to helped them decide what to buy next
Do you have a measurement plan in play that is made for an omni channel world -
research online across various devices and multiple channels, purchase offline
Because the reality is that most of the people in the room will be putting all their efforts towards this -
Test Drives and Brochure Requests. Test drives are still important (2)
However only 15% of respondents said brochure requests to helped them decide what to buy next
Do you have a measurement plan in play that is made for an omni channel world -
research online across various devices and multiple channels, purchase offline
Because the reality is that most of the people in the room will be putting all their efforts towards this -
Test Drives and Brochure Requests. Test drives are still important (2)
However only 15% of respondents said brochure requests to helped them decide what to buy next
So to conclude.
Technology has and will continue to fundamentally change the way in which we as people communicate, learn, share and interact
Because of that we are so much more demanding now, than we have ever been
Your biggest tools in enabling you to meet these demands are
Data (know your audience/walk in their shoes)
Technology - this is where we can help
And finally create rich, relevant experiences
Because the GAP between those that don’t embrace will only increase.
Thank you and I hope you enjoy the rest of the afternoon
For the Petrol-Heads among you, our next speaker has not one, but TWO engineering masters degrees
And for the business-minded among you, he has an MBA from Harvard business school to throw into the mix.
He spent 7 years leading engine development at Renault, before starting at Google in 2012.
He has worked in a local market, and then in a global capacity for Renault-Nissan and PSA.
He currently leads our Regional Automotive Teams across EMEA.
Here today to talk to us about the next great frontier in data-usage, machine-learning and AI - please welcome, Laurent Rossi.