Auto Industry Disruption And Digital Marketing

Auto Industry Disruption And Digital Marketing

There are structural changes and disruption that the auto industry is going through not only in India, but globally and eventually this will impact the turns marketing will take, and also enter some new lanes marketing has not ventured into earlier.
There are three tectonic forces hitting the auto industry simultaneously, and even one of them would be powerful enough to disrupt the entire industry. This powerful trifecta of forces is fleets represented by app-based Cabs -on-demand like Uber/Ola, electric vehicles EV replacing IC engines, and finally, autonomous or driverless cars. A lot is written and said about the first two – the shared economy phenomenon, and the advent of electric. Not much attention, however, is paid to the third major disruption – driverless or autonomous cars. Most of us tend to believe that this is something that will never happen in India or will take a huge amount of time.

Autonomous cars will become a new marketing medium. In some sense, the car will become the new living room, with the lounging space and a host of entertainment options, and multimedia screens dotting every available surface inside the car. This will give a range of cross-channel opportunities for digital marketers,that could combine the offline and online mediums. There could be seamless advertising across car screens and billboards that the cars pass by. As the car nears a retail outlet, the two could communicate with each other to alert the passenger of discounts and offers. Your phone, the car, and physical outlets would work with each other seamlessly and present great marketing opportunities using connected IoT devices. Targeted advertising could mean something totally new, as the vehicle itself could be ordered (with consent, of course) to take the passenger directly to a new restaurant or outlet for introduction offers. Business development could itself develop.

For marketers, thus, there will be three huge challenges and opportunities:
• Precise location-based targeting: it will become very critical to integrate both physical and digital across cars, devices and the outside physical environment (billboards, retail outlets, fuel stations, restaurants) on the move, and build effective and powerful cross-channel communication and promotions
• Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored.
• Real-time marketing: Alerts, ads, and messages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent
Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving.

• Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored.
• Real-time marketing: Alerts, ads, andmessages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent
Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving.
Source:Devendra Chawla and Jaspreet Bindra

Indian market is ripe for online advertising disruption, says Criteo research

Indian market is ripe for online advertising disruption, says Criteo research

Key Insights:

  1. 49.4% of Indian survey participants stopped shopping from a brand that they were loyal to before because of poor customer service
  2. 83.3 % said YouTube helps them most to discover new brands
  3. 60.9% would try a new brand for the first time because it provides a discount that is personalized and relevant, and this also appears to be the best way to gain customer loyalty
  4. 44.4% strongly agree that their purchasing decision is affected by a company’s mission/values
  5. Customer service is still key as it is the main reason for remaining with a brand (62.3%), or for leaving if customer service is poor (49.4%)
  6. Consumers are least loyal to Groceries brands and are most loyal to Jewelry & Luxury Goods

The online shopping market in India holds tremendous potential as it has some of the largest consumer segments across each e-commerce category, and it is focused on innovation, research, and development, making it one of the leading e-commerce markets in the world. Advertising and technological advancements have led to better-personalized experiences as it allows the communication of hyper-personalized messages that resonate with the target customer.

Criteo, the advertising platform for the open Internet, unveiled the survey report titled ‘Why We Buy’.
The survey was conducted across 10 countries, with over 10,000 respondents split almost evenly over all countries. The report in respect of India highlights that 90% of Indian consumers are willing to consider a new brand across all the shopping/product categories, which is the highest compared with consumers from the other countries surveyed.

The report gave us insights into how consumers discover brands, with Omnichannel discovery on YouTube, Facebook and websites as the top channels – but they were far from being the only source. Relevance makes a difference- 66% of Indians like that online ads can help them in discovering new products, while 57% like online ads for reminding them of products they’re interested in, and 51% like that online ads offer discounts for products.

It has been phenomenal to witness the Indian consumer behavior and we are glad to share this on a larger platform for the benefit of the Indian advertising industry which has evolved from being a small-scale business to a full-fledged industry. It has been phenomenal to witness the advancements of technological innovation in advertising over the years. The shift of ad spending from traditional to digital media is happening at a rapid pace. The advertising and marketing sector in India is expected to enjoy a good run. Growth is expected in a retail advertisement, on the back of factors such as several players entering the food and beverages segment, e-commerce gaining more popularity in the country, and domestic companies testing out the waters”, Siddharth Dabhade, MD, Criteo India, said.

Source: Criteo

#WhatsUpOnline July 2019 Newsletter By ZYT

#WhatsUpOnline July 2019 Newsletter By ZYT

Welcome to ZoomYourTraffic (ZYT) Monthly WhatsUp Newsletter
What’s There For You?
• Action- Real business cases
• Business- Innovation, new business models, technology implemented
• Creative- Latest events & campaigns
• Disruption- Market & technology changes & challenges
• Educate- Help businesses know online & grow online.

WhatsUp For July 2019
a. Action
Real business case of how LinkedIn can be leading B2B Lead Generation Platform.
Stats mentioned in the video.

b. Business
Check out Smart45 Online Evaluation Program
For businesses who want to evaluate their online business model or want to start small.
Have Questions? Click on the link below to get answers
https://www.youtube.com/watch?v=YaVCM…

c. Creative
Participating In Events/Tradeshows?
Know about Event Engagement Program (Online) – Marketing The Online Way
Get targeted reach, Improved ROI, Segmented Remarketing
For details http://www.zoomyourbusiness.online/ev…

d. Disruption
Did you know about the “Digital Twin” Concept?
Check how Is “Digital Twin” Concept Disrupting The Manufacturing Industry?
• The term Digital Twins was first introduced and clearly defined by Dr. Michael Grieves in 2003 at the University of Michigan.
• In this, twin refers to the virtual representation/image (generally 3-D model) of a product, process or service. It’s a very important concept in the Internet of things (IoT).
To learn more http://www.zoomyourbusiness.online/20…

e. Educate
Check out video series:
#ZYTQnA As A Small Business, Should I Focus On Sales Or Branding?
#QuickTalkWithAmod Why Is Your Website Traffic Not Converting Into Sales For Your Business?


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Magneto 1.9 Supports End In 2020. Are You Ready For It?

Magneto 1.9 Supports End In 2020. Are You Ready For It?

Time is running out for the thousands of merchants still using Magento 1.9 or older. Support for Magento 1.9 is due to expire by June 2020 at the latest. But more importantly, support for PHP 5.6 has already expired. PHP is the scripting software that Magento runs on. Most hosting companies will be demanding that you stop using PHP 5.6. If they have not already, the hosting companies will soon turn it off.

Using a patch, Magento 1.9 can run with the newer versions of PHP, such as 7.3. But it is not at all certain that Magento extensions would also work. Thus, many merchants have correctly decided to migrate the entire Magento platform and not tinker with patching the PHP.

Many will migrate to Magento 2.0. It is better than Magento 1.9. Pages load faster and the checkout is faster, among other technical benefits. But why restrict yourself to Magento 2.0? Out of the box, it will be expensive to install, expensive to run, and expensive to maintain. Does your eCommerce site need all the functionality that this sledgehammer provides?

Magento is not inexpensive to run. If you have just a few orders per day, you should likely be on a cheaper and smaller system. If you process a significant number of daily orders or sell on multiple channels, you likely require an order management system. Most decent order management systems will interface with more than just Magento version 2.0.

Likewise, modern e-commerce platforms all provide the core functionality of most retailers. If you list all the features that you need — not the “nice to have” — you are likely to find that many platforms have them natively, without an extension.

How much does it cost to run Magento 1.9? Magento 2.0 will likely cost about the same. The main expenditures are:
• Hosting
• Maintenance of the software (including keeping it up to date)
• Man hours in keeping the content up to date
• License fees for all the needed extensions

Before switching off the live 1.9 system, most developers recommend
• Creating a new 2.0 installation
• Importing all of the data
• Getting it running fully

Migrating to a different platform will be no different. The same technical challenges exist. You would still need to create 301 redirects. You would need to integrate with all third-party software. You’ll need to test. Whether it’s Magento 2.0 or another option, the migration is similar.

Source: Practicalecommerce.com