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Frankfurt , Germany , 20.08.2014

Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager. Frankfurt , Germany , 20.08.2014. Agenda. 1. Object of Study. Method of Study. 2. Criteria for OEM Assessments. 3.

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Frankfurt , Germany , 20.08.2014

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  1. Automotive Multi Channel Marketing 2014A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

  2. Agenda 1 Object of Study Method of Study 2 Criteria for OEM Assessments 3 Audi, BMW, Ford, Hyundai, Mercedes-Benz, Porsche, Volkswagen and other 4 Best Practice per Channel and Overall Strategy 5 Highlights 6 Summery 7

  3. 1. Object of Study • Brands: Eleven OEMs from Audi to VW • Brand portals of German markets ([OEM].de) • Stationary web (desktop), tablets and smartphones • Devices: • Desktop: Safari Version 7.0.6 on MacBook Pro • Tablet: Safari (current version) on iPad 3 • Smartphone: Safari (current version) on iPhone 5 • Timestamp on Home Chart • Apps have been excludes from this analysis, except when complementing portal communication.

  4. 2. Method of Study 1. Analysis of OEM’s activities per channel 2. Assessment of OEM’s overall strategy 3. Definitions of best practices per channel and per overall strategy

  5. 3. Criteria for OEM Assessments Overall Concept Existence and quality of roof concept that supports the brand over all 3 channels in design, content and applications. Channel Dedication Subjective impression, if there is a distinct and truly dedicated communication concept per channel in terms of design, IA, usability and applications. Quality Overall impression of quality of design, usability and implementation. Car Configurator Pure existence of a CC. Feature level of CC – full feature and soft. Dedicated CC-Concept and implementation per channel. Highlights Possible highlights in terms of design, content, applications, interaction or usability.

  6. 4.1. Audi.de (onlyfordemonstrationpurposes) Desktop Smartphone Tablet • ... • … • …

  7. 4.1. Audi.deAssessment (only for demonstration purposes) Overall Concept … Channel Dedication … Quality ... Car Configurator … Highlights …

  8. Volker Liedtke – Interims Manager Ringstr. 14 61476 Kronberg Germany +49 172 6143606 editor@blogomotive.com

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