Understanding mobile’s role in the automotive purchase journey: a ‘drive through’ Weve’s Automotive Research 2017.

Timothea Horwell, Marketing & Research Manager At WEVE

Weve’s Marketing & Research Manager, Timothea Horwell, explores the paradox of the modern day automotive purchase: a wealth of mobile data to understand how to reach prospective customers at moments that most influence their decisions, but a decreasing time-frame in which to do so. Weve’s research provides context to understand different drivers at each stage of the automotive journey.

Buying a car used to mean spending hours perusing the local dealership. In 2017, however, consumers are increasingly looking online for much of the purchase process, and mostly via a mobile device: Weve’s Automotive Research 2017 found 84% of consumers use their mobile at some stage when buying a car. 

Weve Source: The Art and Science of Mobile Engagement

Harry Clarke, Creativity & Innovations Manager at Weve

There is always something to compare in advertising. Content vs context, data vs creativity, technology vs humanity. All the conversations start off with one question: who will win? Yet in every seminar and workshop I’ve attended and every article I’ve read, we all reach the same conclusion: there are no winners.

The truth is, they are all cornerstones of the advertising world we work (and live) in, working together to enhance and evolve our output.

A view from the top: does mobile have a seat at the boardroom table?

Written by Jon Hook, VP of Brand & Agency at AdColony

At the MMA London Forum we took a step into the boardroom with Dan Hagen Chief Strategy Officer at Carat UK and Keith Moor the CMO at Santander, to understand if and how mobile has impacted the way executives plan and execute marketing campaigns.

How has mobile changed the way that you plan your campaigns?

As with any other medium, the starting point is always with the consumer, not a device or screen. Mobile enables advertisers to derive a real time and data rich portrait of a consumer than previously possible, in large part down to location signals (giant caveat being GDPR!). Whilst this is deeply valuable, the real challenge is where mobile sits in the marketing mix.

Why & how more brands need to take a stand to become a love brand

Beate Rosenthal, Global Brand Director Digital & Media at Merck Consumer Health

In today’s world, crowded with messages and distractions, brands need to find ever more unique ways to stand-out.

That does not just mean that brands needs to add emotional benefits to functional superiority, but they need to consider taking a stand and commit to societal topics.

Brands need to take a stand about topics, people care about

Insights based ideas that connect with consumers at a higher level are important to create brand love, but they don’t replace the need for product benefit superiority. At Merck consumer health, the world’s oldest pharmaceutical and chemical company, we are committed to the love brand idea. By the way, brand love is a scientifically proven concept with various studies showing that simply seeing their favourite brand logos caused students’ hearts to slow temporarily – literally ‘skipping a beat’.

At Facebook we get things wrong – but we take our safety role seriously

Monika Bickert, Head of Public Policy Management at Facebook

Last month, people shared several horrific videos on Facebook of Syrian children in the aftermath of a chemical weapons attack. The videos, which also appeared elsewhere on the internet, showed the children shaking, struggling to breathe and eventually dying.

 

The images were deeply shocking – so much so that we placed a warning screen in front of them and made sure they were only visible to adults. But the images also prompted international outrage and renewed attention on the plight of Syrians.

Mobile Commerce Engagement Grows As User Acquisition Costs Drop

Dennis Mink, VP of Marketing, Liftoff

Earlier this week Liftoff released our annual Mobile Shopping Apps report, highlighting the latest trends in mobile user acquisition and app engagement. The good news for ecommerce marketers is that as mobile purchases are on the rise, the cost to acquire new mobile shoppers has declined over the past 12 months.

As we inch ever closer to the holiday shopping season, marketers should take note of several important mobile shopping trends. August and early September is an opportune time to focus on new user acquisition. With mobile ad inventory costs at near lows for the year, marketers can acquire new users cost effectively, just ahead of the holidays. This is also an excellent time to test and optimize ad creative, before inventory costs shoot up. If you wait until October, you’ve already missed the window of opportunity as more competition ramps up spending, driving up costs for everyone.

Driving Renault’s Marketing Strategy with Mobile Video

Stephen Upstone, CEO & Founder of LoopMe

When auto brands launch a new car it is crucial to get the advertising strategy right. A good ad campaign will make consumers aware of the car. A great campaign can be the deciding factor in getting a customer to book a test drive.

For the launch of Renault’s new C-Class Crossover release, the All-New KADJAR, Manning Gottlieb OMD challenged LoopMe to create an award-winning mobile video campaign. The campaign used the original TV creative and additional video content to drive awareness of the brand among the target audience, increase brand uplift and brand perception, while promoting the car’s features through UK specific storytelling.

Wired2016: The Democratisation of Information

Timothea Horwell, Jr. Marketing and Research Manager at Weve

It’s estimated that 40% of the world is connected in one way or another, with this expected to rise to 100% over the next 20 years. Ultimately, this will democratise internet access, but result in 8 or 9 billion people requiring network capabilities. With the burgeoning digital revolution 2.0 and the exponential need to connect ‘things’ as well as people, a reliable and dependable infrastructure will be critical. It seems fitting then that the Wired2016 conference was sponsored by Telefonica, one of the world’s largest telecommunications providers, as the emergence of IoT and M2M blur the lines between sectors, and telcos become increasingly tasked with connecting millions of devices, machines and users.

Exploring the power of mobile as it merges with traditional display

Sofie Mobbs, Head of Mobile at Flashtalking

We’ve long been talking about the fast growth of mobile advertising. It’s no longer a prospect, but a fact. Mobile is taking a bigger chunk of the market share from traditional display – or rather traditional display is becoming more mobile. But as this happens, there’s a danger we forget to respect the differences between desktop and mobile screens. We may overlook the unique creative opportunities and tracking methodologies needed to secure true mobile performance, and thereby impair our ability to attribute its effectiveness correctly.

 

The future of gaming: mobile, augmented and built on micro-transactions?

 

Timothea Horwell, Research & Marketing Executive at Weve

A month on and as the dust settles, the novelty wanes, and it becomes less socially acceptable to chase a Pikachu down the street on your lunch break, we look at the future of gaming: mobile, augmented and built on micro-transactions.

As a game, it’s been hard to ignore. As a concept, it’s been near impossible; nothing has caused a media frenzy of this scale in quite some time, not even Brexit. Whatever your view on Pokémon Go, its impact in the last month has been undeniable. With more daily users than Twitter at one point, 100 million downloads and counting, and enough articles written about it to put Kim Kardashian to shame, Pokémon Go tapped into something in the zeitgeist to become the most popular mobile game of all time.