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Transformational Marketing

Transformational Marketing. Automotive News World Congress Jan Thompson, VP Marketing Nissan North America January 18th, 2006. Radical times demand radical changes in marketing. Radical transformation in technology is taking place and will only continue to accelerate

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Transformational Marketing

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  1. Transformational Marketing Automotive News World Congress Jan Thompson, VP Marketing Nissan North America January 18th, 2006

  2. Radical times demand radical changes in marketing Radical transformation in technology is taking place and will only continue to accelerate “The Law of Accelerating Returns” Source: The Singularity Is Near, Ray Kurzweil - 2005

  3. Radical times demand radical changes in marketing The traditional hierarchical marketing model is no longer as effective • Demographic Shifts • Technology Advances • The Democratization of Content and Media Meshing • Impact on Costs

  4. Radical times demand radical changes in marketing Demographic and Cultural Changes Millennials or Generation Y Generation X Baby Boomers

  5. Radical times demand radical changes in marketing Technology Advances The Proliferation of Media Channels Source: Marketing Leadership Council, 2005

  6. Radical times demand radical changes in marketing The Long Tail - as it applies to the automotive industry • More nameplates with lower volumes than ever before • All products have an opportunity to capture consumer awareness due to the number of media channels available * The Long Tail concept from Wired Magazine, 2004

  7. Radical times demand radical changes in marketing The Democratization of Content and Media Meshing Click on banner ad to check out Nissan URGE microsite, sign up for next podcast Chatting on Xbox Live about the iPod connector in the URGE Playing Project Gotham Racing 3 on Xbox with Nissan URGE concept car Edmunds.com message boards to see what other people are saying about the Nissan URGE A little more interested in the model, off to check out any Auto show pictures on My Space blogs Download some photos from the show as wallpaper onto a Sidekick II phone/internet/email/instant message/camera device Downloads a cool Podcast with a review from a guy in his My Space group that went to the Auto show.

  8. Radical times demand radical changes in marketing Impact on Costs • Audience fragmentation • 1960: 6 channels on average • 2005: 100 channels on average* • Prime time CPMs have increased dramatically • 1994: $7.64 CPM** • 2004 $19.85 CPM • Network TV viewership has declined almost 50% over the last 30 years** Source: *Forrester, “What’s Next for TV Advertising” December 2004; ** Advertising Age “The Chaos Scenario” April 2005

  9. Radical times demand radical changes in marketing What does this mean for the Automotive Industry? • The Automotive industry spends more than any other category….. 17.0 Billion 68% 17% 1378% 322 17.0 Million 14.5 Million 191 700 Million 1985 2005 1985 2005 1985 2005 Number of Models Industry Sales Advertising Spend 1985, Wards Automotive Yearbook (1985), 2005, Automotive News Data Bank (2005)

  10. Comparison of Marketing Models Traditional Model Transformed Model Planning Objective:> Brand Transformation > Channel Integration > New Media metrics Planning Objective:Communications goals based on reach/frequency Test Measure Refine Targeting Method:Mass mediums focused on large, undefined segments Targeting Method: > Detailed consumer insights > Embrace media meshing > Enable peer networking Test Measure Refine Measurement: Ad tracking metrics like awareness, brand opinion, TRP and CPM Actionable Business Intelligence: > Full funnel focus > Data Modeling > KPIs, ROI & CLTV

  11. Radical times demand radical changes in marketing Search • One of the biggest drivers of transformational marketing • It is evolving quickly: • Audio search • Video search • Geographic search • User generated content search $22 Billion $8 Billion 2005 2010 The Search Transformation • * ClickZ, 11/2005

  12. Radical times demand radical changes in marketing Search is a significant part of our media mix • Nissan Summer Sales event paid search results: • 34% of all web traffic to NissanUSA.com • 31% of interactive sales tracked to search activities • ROMI of $31.82 returned for every dollar spent • * ClickZ, 11/2005

  13. The Transformed Marketing Company To achieve this transformative model internal and external factors must be addressed…

  14. Clear Brand Vision What Manage the Consumer Experience Relentless focus on the Consumer How Who The Transformed Marketing Company Managing for Success • Re-examine and re-organize internal organization

  15. OEM Dealers Regions Create a consistent and integrated dialog with the consumer The Transformed Marketing Company Managing for Success - Internal Organization • Subject Matter Experts • Search • Data analysis and modeling • Business Intelligence • New OEM communication strategies must be aligned with regional and dealer strategies

  16. The Transformed Marketing Company Managing for Success - External Organization • Re-examine and re-organize external organization Traditional Model Transformational Model Agency Client Lead Agency Client Agency Agency Agency Agency Agency Agency

  17. The Transformed Marketing Company Seven keys to transforming your marketing: • Know what you stand for and relentlessly execute against it • Learn fast and adapt quickly • Create an action oriented culture • Structure internal and external organizations to align with the new communication paradigm • Start with the Idea, not the buy • Aggressively innovate – it’s not how much you spend, but how you engage your target • Embrace accountability

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