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Jaguar generates 2.5pc CTR via hyperlocal mobile adsBy
Car manufacturer Jaguar saw a 2.54 percent click-through-rate after running a location-based advertising campaign.
During the “Jaguar: What Retailers Can Learn from the Intersection of Hyperlocal Advertising and the Auto Sector” webinar, executives from Jaguar, the Mobile Marketing Association and Poynt spoke about the lessons and challenges Jaguar Canada faced when running location-based advertising. The session also presented ways that hyperlocal advertising can have a crucial impact on the automotive industry.
“Our marketing strategy is geared towards location-based types of advertising because our consumers follow less conventional types of jobs and careers and have a mobile lifestyle,” said Steven Majewski, national marketing manager at Jaguar Canada, Toronto.
“Being able to reach people wherever we have displays or events with business consumers is important, and customer service is always at the forefront for us,” he said.
Take me there
Jaguar Canada used advertising on the Poynt application to target potential clients and worked with mobile agency CX Interactive.
During a pilot season from December 2010 to January 2011, Jaguar ran mobile in-app ads.
Matthew Ames, director of performance marketing at CX Interactive, Toronto, discussed the Jaguar case study during the webinar.
According to Mr. Ames, Jaguar’s 2.54 percent click-through-rate is high compared to the industry average of .5 percent.
During the trial period, the mobile ads generated 506,442 impressions and 12,862 clicks.
Starting in July 2011, Jaguar began using mobile ads with Google.
So far, the company has generated a 1.5 percent click-through-rate and a conversion rate of .52 percent.
By using search advertising for business listings, Jaguar saw a click-through-rate of 1.8 percent and generated 270 calls.
In addition to mobile advertising, Jaguar is using in-dealership tablets, QR codes and social media to interact with consumers.
“We are a niche brand in terms of affordability, so we are always trying to target people as potentially becoming part of our client portfolio,” Mr. Majewski said.
Count on local
Michael Becker, managing director for North America at the MMA, Los Angeles, spoke on the webinar.
To stress the importance of local, targeted advertising, Mr. Becker said that 45 percent of mobile campaign targeting mix has a targeted audience reach, per a study from Millennial Media in the second quarter of 2011.
In particular to Canada, a study conducted by eMarketer found that the country had the largest group of users looking for the nearest convenience services compared to the United States, Britain, Germany and Japan.
Margaret Glover-Campbell, vice president of marketing and public relations at Poynt, Calgary, spoke on the panel about the importance of location-based services for marketers.
According to Ms. Glover-Campbell, Poynt generates approximately 4.4 million impressions in Canada a month.
During the upcoming holiday, Ms. Glover-Campbell expects for mobile traffic to spike with consumers increasingly shopping on their handsets more.
“The more you can target a message to a consumer, the better able you will be to connect the consumer with the brand and drive foot traffic,” Ms. Glover-Campbell said.
“Mobile has reached its possibility to be a mass-market channel,” she said.
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York
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