Sophus3 and What Car? name Top OEMs for Digital-Marketing
Annual awards names Audi, Vauxhall and SEAT among top performers
Extension of Sophus3 and What Car? Connect project to decipher buyers’ virtual journey
Sophus3 and What Car? Connect have jointly hosted the UK Top Digital Performer 2014, an event celebrating the OEMs with the most effective digital performance over the last 12 months.
The online consumer behaviour specialist marks the beginning of the ‘year of online’ by naming winners across five categories at the Sophus Automotive Forum at the Blue Fin Building in London.
Audi scooped the ‘Audience Reach’ award for its ability to connect with more potential buyers than any other manufacturer during 2013.
The four other categories spanning the digital landscape included: ‘Audience Growth’, ‘Best Visit Quality in Lower Funnel’, ‘Best Digital Test Drive Lead Response’ and ‘Largest Impact of an Online Campaign’.
Vauxhall succeeded in winning the ‘Audience Growth’ award, while SEAT triumphed in the ‘Best Visit Quality in Lower Funnel’ category.
What Car? and Sophus3 recently partnered to create a pioneering lead generation tool, which decodes online consumer behaviour. The newly-enhanced Connect service, a first for the automotive industry, enables the pair to reconstruct a consumer’s online car-buying journey in real time, pinpointing users who are likely to be active in the purchase process.
Mitsubishi was adjudged to be most effective when it comes to test drives, taking the ‘Best Digital Test Drive Lead Response’ honour. The success of Honda’s ‘hands campaign’ meant it prevailed over BMW and Mercedes-Benz in the ‘Largest Impact of an Online Campaign’ category.
Graham Ede, Director of What Car? Connect, said:
The rise of the importance of digital reach is no surprise – the ability to connect and then take advantage of engagement with potential buyers will go a long way towards determining a manufacturer’s success in the coming years.
“By hosting the first edition of the awards at sophus’ 20th digital automotive forum, we wanted to highlight those who we measured and found to be performing most outstandingly in the digital space.”
What Car? Connect was set up as a lead generation service in November 2012. Drawing on rich data collected from the 2.4 million unique monthly visitors to whatcar.com, the service is supported by a call centre capable of 50,000 calls a month to users in the market for a new car.
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UK Top Digital Performer 2014
Audience Reach – Audi
Audience Growth – Vauxhall
Best Visit Quality in Lower Funnel – SEAT
Best Digital Test Drive Lead Response – Mitsubishi
Largest Impact of an Online Campaign – Honda
About What Car?
What Car?, the UK’s biggest car-buying brand, has the main magazine, a market-leading website and several established brand extensions. The flagship magazine has helped Britain’s car buyers make purchasing decisions for almost 40 years, and its tests are widely regarded as the most trusted source of new-car advice.
Latest National Readership Survey results indicate that 708,000 people read What Car? magazine every month (NRS Apr 2010-Mar 2011).
Whatcar.com is the UK’s leading car-buying website, offering trusted reviews and data on every new car. A winner of numerous awards and accolades, whatcar.com is recognised as one of the UK’s leading consumer websites for car purchases, and attracted more than three million visits in January 2012 (desktop and mobile). The website also offers advice on car leasing, new car deals and used cars for sale.
About What Car? Connect
What Car? Connect is a data marketing and insight service for the automotive industry, which launched in November 2012. Drawing on the rich data collected from Whatcar.com’s 2.4 million unique monthly users, What Car? Connect’s lead generation service takes a sophisticated approach to qualifying and segmenting users who are in the market for a new or used car. Its methodology includes advanced profiling of the audience and a closed-loop check to identify purchase outcomes, making it the most rigorous approach to lead generation ever introduced in the UK automotive market.