Problem Solved #2: Toyota turns to programmatic in the Philippines to jumpstart sluggish sales
To mark the launch of our new manifesto – setting out The Drum’s editorial mission to help readers solve their problems – we’re christening today Solutions Day on thedrum.com. And to set the tone, over the course of 24 hours our team of worldwide journalists will be spotlighting 24 recent examples of times when our industry demonstrated its remarkable talent for solving problems.
Toyota turns to programmatic in the Philippines to jumpstart sluggish sales
Problem: The automotive industry has been hit hard during the Covid-19 pandemic. With travel restricted and people working from home, the need for vehicles dropped. And as customers found themselves in difficult financial situations as economies tanked, buying cars became the least of their priorities.
For Toyota, its automotive sales in the Philippines dropped to levels never seen in its 30+ years in the country, while the majority of its operations required a physical presence, from local manufacturing to vehicle sales and services.
Solution: The Japanese carmaker decided to turn to adtech startup Appier to drive curated audiences to the Toyota website and saw that users engaged highly with ads about products, promos and services they are interested in.
Read the original article here.
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Toyota also allowed Appier to use its AI technology to learn, identify and target users not only by demographics but through topics and interests using its keyword targeting technology.
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This enabled Toyota to reach the right audience by analyzing users’ recently browsed content and learning their true intention. In that way, Toyota ensured that its money is spent on customers with the right mindset.
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Proactive topic targeting can help Toyota reach its clients at the ’golden period’ even before they have intentions to search.
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Toyota can also quickly show existing customers that it is here with them during these tough times by highlighting who has existing loans, insurance, warranty or maintenance and who has asked for flexibility or extension of terms.
Elijah Marcial, the vice president for marketing services at Toyota Motor Philippines (TMP) Corporation, said: "This unique solution helped TMP reach the right audience by analyzing users’ recently browsed content and learning their true intention. In that way, TMP ensured that its money is spent on customers with the right mindset."
“Moreover, proactive topic targeting can help TMP reach its clients at the ’golden period’ even before they have intentions to search. With it, TMP was able to target its customers before its competitors did.”
Read more Problem Solved articles in our Solutions Day hub.