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Accenture Interactive helped a major global automobile company improve its digital presence and reach more customers.
A leading global automobile manufacturer, seller and exporter wanted to penetrate more mature markets and significantly increase its market share. The company’s top management realized that becoming a leader in digital marketing was imperative to grow its brand and expand its market.
The company turned to Accenture Interactive to help implement a consistent digital marketing strategy. The plan included cost-effectively rolling out enhanced brand and product experiences across all of the company’s digital channels, including websites, Facebook, YouTube, Twitter, mobile sites and tablet applications.
We devised a two-phase approach, first focusing on digital diagnostics to enhance the customer experience across various digital channels. The second phase involved assessing the Web Content Management System in several markets.
Accenture research indicates that most prospective car buyers visit the Web before setting foot in an auto showroom. With extensive experience in designing and implementing multichannel projects for integration of consumer touchpoints across digital channels, Accenture Interactive helped the client achieve consumer relevance at scale.
The digital enhancements proved to be a success, based on several key performance areas, putting the client on the path toward high performance:
Click-through to product content increased by more than 30 percent.
Views of offers and product details increased by 250 percent.
The number of views of accessories content increased by more than 150 percent.
Brochure downloads increased with 50 percent of visitors viewing interactive brochures more than once.
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