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This weekend, a select group of brands with big bank accounts will spend big dollars on ads that run during what is arguably the biggest marketing event in sports, the Super Bowl.
But thanks to social media, savvy marketers can take advantage of the big game without spending millions of dollars on a Super Bowl ad by following these tips.
It's Friday, and as my colleague Ben Davis is busy with other tasks I've saddled up to takeover the internet statistics round up once again.
This week it includes customer data, Toyota's Twitter skills, mobile search, Christmas discounts, eBay, and other digital marketing goodness.
For more of the same, download the Econsultancy Internet Statistics Compendium...
When it comes to buying a new car 64% of research is done between the hours of 6pm and 9pm.
Car buyers want to engage with brands in the evening when they're home and can take the time to research this major purchase decision properly.
This means it is vital to adopt a social media strategy that does not switch off after 5pm or at weekends.
Here is the league table featuring the top 25 UK automotive manufacturers, followed by some analysis on what makes Toyota's Twitter account so engaging.
Here’s a selection of content marketing endeavours by some car brands.
I’m not sure I’ve ever been able to properly define content marketing and indeed my selections may stray between native advertising, brand advertising and bona fide content that feels rather more ‘agnostic’.
However, what’s certain is that all the content I’ve picked does more than simple advertorial.
I thought I'd take a whirl through the UK websites of the Japanese big three automotive companies.
What do Nissan, Honda and Toyota's websites handle like for first timers?
Well, they might be known as the big three, but it's the big two and a half as far as web design is concerned.
For some detail on automotive and social media, check out these posts.
In a regular feature I’ll be taking a look at brands from a particular industry to see how they compare with one another on various social media channels.
Last month I wrote about why Ford’s social media strategy is so good, in which I took a look at the 110 year-old car manufacturer and how it’s managed to transform its digital presence through expertly tailoring its content and connecting to each social channel’s audience with authentic engagement and a suitable tone of voice.
Let’s take a look at how other brands compare in the world of automotive social media.
It’s fair to say that Google+ has failed to capture the world’s imagination in the same way as Facebook and Twitter.
Many brands diligently update their pages on a daily basis yet see very few interactions in return, so maybe it’s time to try a different tack.
Hangouts is one of the few features that's unique to Google+ and offers brands an excellent way to communicate with their followers on a personal level.
This can be done simply by hosting Q&As with employees and brand ambassadors, or through more creative Hangouts such as product demos or shoppable fashion shows.
To give some inspiration for your own events I’ve rounded up eight creative examples of Google Hangouts. Read on to find out more, or for additional information on this topic read our post on how to setup a Hangout.
Scroll down to see the entire list, but first, here are the major stats.
According to Unruly’s Viral Video Chart, Budweiser’s ‘Puppy Love’ was the most shared ad of Super Bowl XLVIII with close to 1.4m shares so far. This makes it the sixth most shared Super Bowl ad of all time… so far.
The Anheuser–Busch InBev brand also took the second spot and has finally eclipsed Volkswagen as the most shared brand of all time. Although Volkswagen’s Star Wars themed ‘The Force’ still sits at number one in the top 20 most shared Super Bowl ads of all time chart.
This is the second year running that Budweiser has topped the table. Last year’s ‘Brotherhood' advert is currently the third most shared Super Bowl ad of all time, with 2.8m shares. 1.5m of which it achieved by Super Bowl Monday.
With in-car radios quickly being replaced by Spotify, car manuals being PDF’d onto iPads and QR codes in magazines taking you straight to the mobile site for the manufacturer, it’s apparent that the digital transformation of the auto industry is taking place right now.
Ford, Chevrolet, Volkswagen, and Toyota are all selling amazingly globally, but one of them isn't performing as well in its digital marketing efforts.
In contrast, Smart, Suzuki, Fiat, and Daihatsu are floundering in terms of sales, but one is doing far better online than in the stores.
Last week I looked at the way advertisers were using QR codes in Sport magazine, and the results were far from impressive.
It seems it’s still commonplace for marketers to link mobile users to desktop sites and few of the adverts included a call-to-action or instructions on how to scan the QR code.
However among the badly executed campaigns, Toyota stood out as a brand that had clearly thought through the entire user journey and considered they type of content that mobile users would find engaging and useful.
We've previously blogged eight best practice tips for using QR codes in marketing, so I thought I'd see how Toyota puts these into practice...
While browsing through the free Sport magazine on the tube this morning I noticed that a number of the ads included QR codes.
I never scan QR codes largely because the user experience always used to be quite poor.
But as the technology has been around for a while now surely marketers avoid the cardinal sins of failing to include a call-to-action then linking to desktop pages?
I tested all the QR codes I could find in Sport to find out...
The Super Bowl is an exciting time for the brands that shelled out big bucks to reach millions of consumers on one of the biggest days in the world of sport.
That was certainly true for Toyota. The carmaker had high hopes for its Camry Effect campaign, which it described as one of the "most ambitious social media campaigns we've ever implemented." But did it get a little too excited?