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Media Intelligence : 2008 Intelligence
digital Peugeot – Ahead of the pack online Chris Brown, NationalMarketing Manager, Peugeot explains why staying on top of technology and trends is an essential part of their strategy. How does online fi gure in Peugeot’s overall marketing strategy? Online has so many diff erent roles to play, whether it be from an above-the-line pure advertising sense, to making sure that your customers or prospects have access to information when they want to see it, where they want to see it, and in a format that they can easily digest. I would suggest it is a critical part of anybody’s communication strategy these days, and becoming even more important and complex to manage and keep track of. You have got to have that independent advice and knowledge coming in, and be constantly updated with new developments. At the same time, you have got to have dedicated resources pulling it all together and knowing how customers though their online experience. Are you satisfi ed with the information and research that is being provided to measure your ROI? As far as media placement is concerned, we rely on the media agency to make sure that our media strategy, as far as online is concerned, is in-line with our communications strategy and that the targeting is right. Ultimately, though, our key measures are behaviours and interactions with the creative, and then once they have interacted with the creative, what their next steps are down the line, whether they go and try and fi nd out more about the brand, request a brochure or request a test drive. So our key measures are creative interaction and then the next ?Customers are becoming so much more nimble, and online is giving them the opportunity to change faster than we can react.? – Chris Brown,National Marketing Manager,Peugeot to take that technology and make it work for your brand. Anyone can talk about the new technology, but if you are taking it and turning it into a strategy that actually helps growthe business, is the key. It’s really exciting. Customers are becoming so much more nimble, and online is giving them the opportunity to change faster than we can react, so it is a real challenge going forward. Are agencies keeping up with the rapid growth of the sector? Our creative online agency (The Furnace) is doing standout work that we are over the moon about, and our media agency (Media Contacts), at the same time isn’t one of those lazy planners that just plans impressions, but they are really trying to find new ways to promote the brand in new environments, utilising the newest technologies available. Who would have though behavioural targeting was going to be possible? Now we can actually track 64 MEDIA Trends + Strategy steps through what we see as the purchase cycle. We look at those hard measures on a campaign basis and we are building up a solid baseline of what sort of dollars we have to spend to get an interaction, but more importantly, we can see the increase in interactions when creative is good, and then the flow-on eff ect into those key behaviours that we are really interested in. What kind of innovations can we expect to see from Peugeot going forward? The opening up of the mobile channel is super exciting. This technology is really benefiting the consumer. They want information when they feel like it, and they want to interact when they are thinking about it. The mobile phone is this whole new horizon of being able to give them content when they see an ad, or when they are on the move and go past a dealership. I think we have some really exciting stuff coming up.