Toyota launched its Model AA, the company’s very first passenger car in the 1930s, not long after Ford’s Model A. Now 75 years later and 70 models in its product line, the Japanese automaker is the third-largest car manufacturer in the world and one of its most trusted brands.
Accustomed to its vanguard role in an ever-evolving industry, Toyota immediately embraced the digital marketplace with online marketing campaigns that have naturally morphed from desktop to mobile computing. According to a recent Google/Ipsos survey, 21% of urban Indonesian phone owners own a smartphone, a significant marketing opportunity for Toyota.
Converting iPad users into Toyota customers
With a population of over 300 million in Indonesia, Toyota Indonesia is capitalizing on consumers’ predilection for mobile computing by targeting new and core customers who use an Apple iPad. With more than 25 million people worldwide already toting around the sleek tablet computer, the automaker used Google’s mobile ad network to capitalize on this explosive new marketing channel.
“At Toyota, we pride ourselves in leveraging cutting-edge technology, be it automotive or computing. Reaching out to customers on such an exciting new platform like the iPad really energizes our marketing efforts. Google’s mobile ads provide the critical channel to connect our company with customers,” says Joko Trisanyoto beber, marketing director of Toyota Astra Motor (TAM).
They created the company’s first iPad mobile-optimized site and employed Google’s mobile ads network—encompassing over 89,000 websites and apps worldwide—to target user eyeballs during a 13-day advertising campaign targeted at the vibrant Indonesian market.
Banner ads appeared above or below a broad spectrum of applications—from city-search-sites to currency conversion—touting the download of a customized Toyota application. When people clicked through to the site, they received more information with the option of downloading the M-Toyota app, which delivers information about Toyota products, credit simulations, addresses of dealers, workshops, services, community, price, and other information, all served from a mobile-optimized website.
"Now that information can be obtained easily without having to call and sit at the computer. We make it easy for Toyota owners and those who want to know about Toyota's development," says beber.
The campaign results were encouraging. More than 9,000 users viewed the beckoning banner ad and elected to continue on to the corresponding advert, representing an overall click through rate (CTR) of 1.36%, with nearly 5,660 clicks coming through AdMob. Nearly 4,000 users then proceeded to download the actual application. During the campaign, the M-Toyota application was elevated to the Top 10 Favorite List on the App Store, within the “Lifestyle” category.
For Toyota, advertising on the mobile web is a natural extension of the iconic company’s reputation for cutting-edge innovation. Google AdMob has already become an integral element in the automaker’s marketing efforts to capitalize on the nascent mobile-device marketplace.
Says beber, “The promising results we obtained from this first AdMob campaign validate this exciting new marketing channel. Connecting a smart, affluent demographic like iPad users to the Toyota brand makes perfect sense.”
Accustomed to its vanguard role in an ever-evolving industry, Toyota immediately embraced the digital marketplace with online marketing campaigns that have naturally morphed from desktop to mobile computing. According to a recent Google/Ipsos survey, 21% of urban Indonesian phone owners own a smartphone, a significant marketing opportunity for Toyota.
Converting iPad users into Toyota customers
With a population of over 300 million in Indonesia, Toyota Indonesia is capitalizing on consumers’ predilection for mobile computing by targeting new and core customers who use an Apple iPad. With more than 25 million people worldwide already toting around the sleek tablet computer, the automaker used Google’s mobile ad network to capitalize on this explosive new marketing channel.
“At Toyota, we pride ourselves in leveraging cutting-edge technology, be it automotive or computing. Reaching out to customers on such an exciting new platform like the iPad really energizes our marketing efforts. Google’s mobile ads provide the critical channel to connect our company with customers,” says Joko Trisanyoto beber, marketing director of Toyota Astra Motor (TAM).
They created the company’s first iPad mobile-optimized site and employed Google’s mobile ads network—encompassing over 89,000 websites and apps worldwide—to target user eyeballs during a 13-day advertising campaign targeted at the vibrant Indonesian market.
Banner ads appeared above or below a broad spectrum of applications—from city-search-sites to currency conversion—touting the download of a customized Toyota application. When people clicked through to the site, they received more information with the option of downloading the M-Toyota app, which delivers information about Toyota products, credit simulations, addresses of dealers, workshops, services, community, price, and other information, all served from a mobile-optimized website.
"Now that information can be obtained easily without having to call and sit at the computer. We make it easy for Toyota owners and those who want to know about Toyota's development," says beber.
The campaign results were encouraging. More than 9,000 users viewed the beckoning banner ad and elected to continue on to the corresponding advert, representing an overall click through rate (CTR) of 1.36%, with nearly 5,660 clicks coming through AdMob. Nearly 4,000 users then proceeded to download the actual application. During the campaign, the M-Toyota application was elevated to the Top 10 Favorite List on the App Store, within the “Lifestyle” category.
For Toyota, advertising on the mobile web is a natural extension of the iconic company’s reputation for cutting-edge innovation. Google AdMob has already become an integral element in the automaker’s marketing efforts to capitalize on the nascent mobile-device marketplace.
Says beber, “The promising results we obtained from this first AdMob campaign validate this exciting new marketing channel. Connecting a smart, affluent demographic like iPad users to the Toyota brand makes perfect sense.”
Posted by Ryan Hayward, Product Marketing Manager
Asia-Pacific: Toyota drives downloads of first iPad app in Indonesia with Google AdMob campaign
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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