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Contents
Introduction o Audi o Mobile Marketing o Audi & Somo Strategy opted by Somo Objectives of the campaign
About Audi UK
Audi is one of the worlds leading carmakers in the premium and supercar segments. Audi cars aim to delight customers with their outstanding, modern design, technological innovations and high build quality. The focus is always on the ambition to develop pioneering automotive concepts that therefore fulfill customers high expectations.
Mobile Marketing
Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way Mobile marketing can meet most if not all of the marketing needs an advertiser may have today
Strategy
Before building the site, Somo undertook a root and branch review of the Audi brand, heritage and history. They liaised closely with the clients web agency and digital hosting company to ensure that they created a site that best represented Audis core values They added mobile specific focus, so that the mobile site not only fitted within Audis brand, but also optimized Audis reputation as cutting edge and design led.
Cont
The campaign is still ongoing and is being followed by the launch or further 'events-related' apps designed to maintain Audis position as a leader in mobile campaigns in the automotive industry. The goal of the site is to increase awareness of the Audi brand and the products and services it produces, interacting with existing and potential new customers.
The site was designed to appeal directly to this audience, while also attracting new users searching for Audi products on mobile browsers for the first time.
Results
The goal of the site is to increase awareness of the Audi brand and the products and services it produces. According to Bango statistics, within three weeks of launch the mobile site was achieving over 10,000 page views and over 1000 unique visitors per day, prior to any publicity campaign.
Client testimonial
Were delighted with Somos work in designing the site for us, said Hugh Fletcher, Audi UKs national digital manager. Somo has applied a new mobile technology in a truly innovative way that enables us to present our cars in a manner that is both eye-catching and which fits with our strategy of making our cars more easily accessible to both existing and potential customers via mobile devices.
Problem
Not everybody visits the app & websites Everything is not on mobile Level of targeting is not identified Only Androids, OS and Apple support the app Possibility of mobile network traffic Click by mistake
Solutions
Combining all kinds of data will give a better view Measure effectiveness by looking at Number of clicks Impressions and conversions
Identify all your consumers, where they come from, carrier and type of device theyre using
Cont
Pre-click and post-click information is key Provides accurate view of how campaign is performing Unique identification of all users it provides the foundation for success
Actionable insights from your mobile data provide key information for effective optimization