Chapter 1 : Power Shifts to the Connected Customers
Chapter 2 : The Paradoxes of Marketing to Connected Customers
Chapter 3 : The Influential Digital Subcultures
Chapter 1 : Power Shifts to the Connected Customers
Marketers need to embrace the shift to a more horizontal, inclusive, and social business landscape. The market is becoming more inclusive. Social media eliminate geographic and demographic barriers, enabling people to connect and communicate and companies to innovate through collaboration. Customers are becoming more horizontally oriented. They are becoming increasingly wary of marketing communications from brands and are relying instead on the f-factor (friends, families, fans, and followers). Finally, the customer buying process is becoming more social than it has been previously. Customers are paying more attention to their social circle in making decisions. They seek advice and reviews, both online and offline.
Chapter 1 Reflection Questions:
What are the trends in your respective industry that demonstrate the shifts toward a more horizontal, inclusive, and social business landscape? What are your plans to embrace these shifts in the marketplace?
Chapter 1 Reflection Answer:
Shift towards horizontal: Nissan has adopted horizontal changes on marketing approach to customers. In the US, Nissan uses Star Wars to help people understand semi-autonomous driving assists. Nissan began partnering with the Disney film franchise last year, when it used the "Rogue One" film to plug its Nissan Rogue SUV. That campaign drew 1.8 billion impressions, while helping fuel robust sales. Nissan sold 327,213 Rogues in the first 10 months of this year, up 24.5% from the same period last year.
Shift towards inclusive: Nissan has become more inclusive in its marketing approach to reach out to its customers. In the Philippines, Nissan is active in several social media platforms such as Facebook, Instagram, and Tweeter.
Shift towards social business landscape: Nissan is continuously promoting its brand by closely engaging with people in automotive broadcast journalism. Nissan sponsor the trips of these group of journalist in Motor Shows around the world.
Chapter 2 : The Paradoxes of Marketing to Connected Customers
The changing landscape creates a set of paradoxes for marketers to deal with, one of which is online versus offline interaction. Both are meant to coexist and be complementary, with a common aim of delivering superior customer experience. Furthermore, there is a paradox of the informed versus the distracted customer. Even as connectivity empowers customers with abundant information, customers have also become overly dependent on others' opinions, which often outweigh personal preferences. Finally, with connectivity come enormous opportunities for brands to earn positive advocacies. Still, they are also prone to attracting negative advocacies. That may not necessarily be bad because negative advocacies often activate positive advocacies.
Chapter 2 Reflection Questions:
What are some of the cases in your industry that capture the paradoxical nature of connected customers? How do you plan to embrace the paradoxes?
Chapter 2 Reflection Answer:
With immense invasion of digital activities, a massive shift has been noticed in reaching audience from traditional offline strategies to digital strategies. Dealership marketing activities were focused on generating high number of leads. Automotive dealership marketing efforts are concentrating more on improving conversion. User behavior when researching and purchasing products has moved at great pace over recent years, and the use of digital media in this journey is continually increasing. Most vehicle purchases are still carried out in dealerships, but the research carried out online beforehand is rising. Because there is a huge amount of content online covering everything from product specifications and customer reviews to product comparisons and pricing, many purchase decisions have been made before the customer visits the dealership. These decisions are significantly influenced by the marketing content consumers are presented with during the buying process.
The automotive industry is likely to have typical touchpoints across all social media. For example, Facebook is a hub of peer-to-peer discussion, where people talk about the choices they have made, or are about to make, when it comes to big purchases. Twitter houses discussions on the relative pros and cons of most vehicles. Pinterest is renowned for being an aspirational brand – it’s where people save images of things they want, and so it cannot be ignored in the customer journey. Even LinkedIn, typically known as a business network, is relevant because people use it to search for company car and commercial vehicle advice. The automobile industry must catch up when it comes to social media. Being present on it and engaging with their audience is hugely important.
Chapter 3 : The Influential Digital Subcultures
Youth, women, and netizens have long been researched thoroughly by businesses but typically as separate customer segments. Their collective strength, especially as the most influential segments in the digital era, has not quite been explored. Youth are early adopters of new products and technologies. They are also trend setters, yet are fragmented as to the trends they follow. Ultimately they are game changers. As information collectors and holistic shoppers, women are de facto household managers, the chief financial officer, purchase manager, and asset manager all rolled into one. Finally, netizens are social connectors, as they overwhelmingly connect, converse, and communicate with their peers. They are also expressive evangelists as well as content contributors in the online world. Together, youth, women, and netizens hold the key to marketing in the digital economy.
Chapter 3 Reflection Questions:
How can your business acquire greater mind share by leveraging youth's roles of early adopters and trendsetters? How can your business grow market share by leveraging the household influence of women? How can your business identify and utilize netizens to win greater heart share?
Chapter 3 Reflection Answer:
Millennials are ruining traditional automotive marketing. Nissan completely overhauled marketing department to appeal to younger buyers, and it has gone full blast in social media. Millennials in key markets such as China are less receptive to traditional channels for distributing content as their consumption habits shift primarily to online platforms where advertising has less sway. This risks commoditizing even strong brands and is forcing companies such as Nissan to constantly reinvent their organizations to maintain a competitive position.
Women are the main influencers when it comes to car purchases, but auto brands are still failing to engage the segment. Women see every media touch point as an opportunity to explore and readily adjust their decisions as they go along – averaging 33 different channels. In the final stages of the purchase journey, the contrast in preferred channels is marked with women preferring word of mouth and asking friends or family for their recommendations.
Despite poor network availability, Filipinos spent the most time on social media globally, according to the latest Hootsuite and We Are Social report. Based on the Digital 2017 report, Filipinos spent an average of 4.17 hours on a social media a day, topping netizens from five other Asian countries as of January this year. In the Philippines, netizen use Facebook, Instagram, Viber, Twitter, and Google. Netizen use YouTube to watch videos. These platforms are continuing to develop to facilitate excellent user experience. All social sites have unique characteristics and they are very effective for reaching customers who are active and impressionable. With more and more consumers turning to social, the automotive industry needs to get fully engaged. There’s no doubt that digital channels (including mobile and social networks) have fundamentally sketched the map of the automobile purchase journey.
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