Micro Moments - International Auto Finance Network Conference

Transcription

Proprietary + Confidential
Micro Moments
Finance success in the car customer journey
Hugh Dickerson, Senior Industry Head Automotive, Google
12th November 2015
What a difference a decade makes
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
…and for Automotive
Connectivity has led to a new consumer velocity
Cross screen is King in this new connected era
New Terms of Engagement have emerged
Intent
Immediacy ++Context
Intent
+ + Immediacy
Context
150 times a day
7 seater cars for less than £400 per month
Moments
7:05am Text Elizabeth
7:45am Check time
8:12am Post my breakfast
9:03am Read text from Elizabeth
1:23pm Text Jim
3:29pm Read text from Jim
5:38pm Take picture of traffic
5:40pm Post picture of traffic
Micro-moments
7:15am
Find a petrol station
7:53am
Watch how-to fix flat-tyre video
8:59am
Research vacation destinations
10:07am Read about best small cars
1:23pm Watch a few Top Gear car reviews
5:38pm Look up insurance rates
Moments
are the New
Frontier
CONNECT THE DOTS
1
2
3
Identify your
micro-moments
Deliver on needs
in the moment
Measure every
moment that
matters
The Automotive Customer Journey
DEALER
What car should I
buy?
Online Video
Manufacture
r Website
What is this
car actually
like?
Review Site
Is this car
reliable?
Comparison
Site
How does it
compare with
the
competition?
Dealer Site
Where is
the
dealership?
Finance
How much
does this
cost? Can I
afford it?
My friend has
this car. I’m
going to send
him a video of
it.
What will this
car cost me
per month?
I wonder how
fast this car
can do 060mph…?
What type of
car is this?
What other
cars are like
this one?
Does this car
come in red?
I want to
watch a video
review
showing off
the features of
the car.
I’m going to
ask my wife
what she
thinks about
this car...
I want my
friends to see
this car that I
just found
I wonder if I
Can get the
money
together to
afford this
car...
I wonder
whether it is
cheaper to
lease or
purchase?
And car finance searches are becoming
increasingly mobile
+8%
Computer/Laptop
+296%
+126%
Smartphone
Tablet
Source: Google internal. UK Car Finance searches by device Q3 2012 vs Q3 2014 (overall searches increased 14%)
For Automotive Finance success in a mobile
micro-moment world…
Be Found
Be Inspirational
Be Engaging
74%
of car buyers research car
finance before or whilst
deciding on model
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consectetur
adipiscing
elit. Duis
non erat
semUK
Source:
Google
Consumer
Survey
2015
43% of auto
buyers research
their car in monthly
payments terms
Source: Google Consumer Survey 2015 UK
71%
of car buyers would like to
begin the finance process
online
Source: MakeMyDeal survey 2015 US
Consumers would
like to save
27
mins
spent
in the Business
Managers office
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elit. Duis
non erat
semUS
Source: adipiscing
MakeMyDeal
survey
2015
63%
of consumers
more likely to buy F&I in
dealership with more info
online
Source: Lorem ipsum dolor sit amet, consectetur
elit. Duis
non erat
semUS
Source: adipiscing
MakeMyDeal
survey
2015
For Automotive Finance success in a mobile
micro-moment world…
Be Found
Be Inspirational
Be Engaging
THANK YOU

Micro Moments - International Auto Finance Network Conference

Transcription

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