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Digital Marketing in the Automotive Industry - China - December 2015

Published By :

Mintel

Published Date : Dec 2015

Category :

Advertising and Marketing

No. of Pages : N/A

Digital marketing plays a very important role in the auto industry since online media channels are more effective in grabbing consumers

Table of Content

Overview

What you need to know
Definition

Executive Summary

Consumers have enthusiasm for attending car-related activities via social networks
Figure 1: interests in car-related activities, July 2015
Reviews from professionals and consumers are considered most important
Figure 2: Useful car-related information, July 2015
Specialist auto websites stand out as the most popular online information source
Figure 3: Online information search channels, July 2015
Specialist auto websites and TV ads are most effective in grabbing attention
Figure 4: Advertising channels, July 2015
High-tech and visually impressive are most appealing factors
Figure 5: Most appealing auto advertising elements, July 2015
What we think

Issues and Insights

Let digital marketing campaigns become more creative in auto industry
The facts
The implications
Increasing consumer engagement in social media marketing campaigns
The facts
The implications
Auto brands need to engage through social networks during moments of crisis
The facts
The implications
Building up auto brands’ official websites
The facts
The implications

The Consumer – What You Need to Know

Consumers are active in car-related activities raised on social networks
Professional and consumer reviews are considered the most useful information when buying cars
Specialist auto websites are the first stop for information
Specialist auto websites and TV are most effective in garnering attention
High-tech and visually impressive are most attractive advertising elements

Interests in Car-related Activities

Consumers have enthusiasm for car-related activities organised on social networks
Figure 6: interest in car-related activities, July 2015
Figure 7: interests in car-related activities, July 2015
High earners are more active in participating online-to-offline activities
Figure 8: People who have undertaken selected car-related activities, by household income, July 2015
Social network: a way to awake consumers rather than drive them to buy

Useful Car-related Information

Reviews from professionals and consumers are considered as most important
Figure 9: Useful car-related information, July 2015
Demographic differences
Young people are more likely to focus on car comparison and previous selling price
Figure 10: Useful car-related information, by age, July 2015
Test-drive video is more attractive for high earners
Figure 11: Useful car-related information, by household income, July 2015
Men and women have different opinions towards professional and consumer reviews
Figure 12: Useful car-related information, by gender and age, July 2015
Experienced car buyers are looking for information which can provide convenience
Figure 13: Useful car-related information, by car ownership and purchase intention, July 2015
Consumer preferences tie up closely with the car brands they own
Figure 14: Useful car-related information, by brand ownership, July 2015

Online Information Search Channels

Specialist auto website is the first stop for information search
Figure 15: Online information search channels, July 2015
Consumers in different age brackets have different information channel preferences
Figure 16: Online information search channels, by age, July 2015
High earners are more likely to find information from social networks and apps
Figure 17: Online information search channels, by household income, July 2015
There is a connection between information sources and the key information people search for
Figure 18: Online information search channels, by useful car-related information, July 2015

Advertising Channels

Specialist auto websites and TV are most effective in grabbing attention
Figure 19: Advertising channels, July 2015
Leverage traditional media channels to promote digital marketing campaigns
Find the optimum media solution for different target groups
Figure 20: Advertising channels, by purchase intention, July 2015

Appealing Advertising Elements

Auto advertisements need to have high-tech factors or to be visually impressive to attract consumers
Figure 21: Most appealing auto advertising elements, July 2015
Men and women have different tastes in terms of auto advertisements
Figure 22: Most appealing auto advertising elements, by gender, July 2015
People tend to focus less on ‘stylish’ as they become older
Figure 23: Most appealing auto advertising elements, by age, July 2015
Appealing advertising elements for different brand owners
Figure 24: Most appealing auto advertising elements, by brand ownership, July 2015

Meet the Mintropolitans

MinTs have greater interest in participating in car-related activities
Figure 25: People who have done selected car-related activities, by consumer classification, July 2015
MinTs are more likely to check professional reviews
Figure 26: Useful car-related information, by consumer classification, July 2015
MinTs show more preference for stylish advertising element

Appendix – Methodology and Abbreviations

Methodology
Mintropolitans
Why Mintropolitans?
Who are they?
Figure 27: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Figure 28: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level

List of Table

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