The automotive industry was greatly affected by the Covid-19 pandemic. With limited travel and others fleeing home, the need for cars has diminished. Priorities.
For Toyota, its car sales in the Philippines fell to levels noted in more than 30 years in the country, while most of its business required physical presence, from local production to the sale of vehicles and services.
It was incredibly complicated when physical activities were suddenly absolutely prohibited, recalls Elijah Marcial, vice president of marketing facilities at Toyota Motor Philippines (TMP) Corporation, in a verbal exchange with The Drum.
“From a marketing point of order, while we already have several virtual marketing activities, we temporarily learned that it is the point of advancement that would allow us to have end-to-end transactions with our consumers completely online,” he explains.
The sensible thing to do is that Toyota is also suffering to expand its audience and maintain profitability, despite the simultaneous control of the virtual marketing campaigns mentioned above.
According to Marcial, Toyota made the same programmatic and social media advertisements and was able to get a lot of hits, but found that this is not necessarily its target market.
“There has been a sudden increase in online consultations, however, less serious consumers have challenged our sales force to know how to touch them all and how to eliminate the most serious requests,” Martial says.
“As a result, we have had to expand the audience to our true target market, which deserves to generate serious clues to succeed in the general public. “
The Japanese automaker turned to adtech Appier to direct a particular audience to TMP’s online page and found that users were very interested in advertising the products, promotions and facilities they were interested in.
Toyota has also allowed Appier to use its generation of synthetic intelligence to learn, identify and target users not only through demographics, but also through topics and interests, its generation of keyword guidance.
“This unique solution has helped TMP succeed in analyzing recently viewed content across users and knowing their true intent. In this way, TMP has made sure that its money is spent on consumers with the right mindset,” Martial explains.
“In addition, proactive topic targeting can help TMP succeed consumers of their ‘golden age’ before they intend to search. With it, TMP can target its consumers arlier than its competitors. “
With Appier’s help, Marcial says Toyota can temporarily show existing consumers that it is there with them in those difficult times by highlighting who already has loans, insurance, guarantee or maintenance and who has asked for flexibility or an extension of conditions.
He also found that new consumers looking to buy a new car to avoid public shipping need to see more promotions or flexible financing. “We had to devise new and more manageable financing formulas and build the source of our most affordable models. We get these feedback from consumers mainly through our virtual channels and we have also had to respond through the same channels. “
This article refers to: Philippines, Toyota, Adtech, Digital, Digital Advertising, Marketing, Mobile, Social Media, Advertising, Branding
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