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Sebastian Gutierrez
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Check out some of the pictures from eBay Enterprise Innovation Summit last month.
Engaging. Thought-provoking. Valuable. That was just some of the feedback we received from The Commerce Marketing Innovation Summit event we hosted on Wednesday 22nd October. Product Launch in Europe for eBay Enterprise 1st  Commerce Marketing Platform
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2014-11-09
13 Photos - View album

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Engaging. Thought-provoking. Valuable. That was just some of the feedback we received from The Commerce Marketing Innovation Summit event we hosted on Wednesday 22nd October. Product Launch in Europe for eBay Enterprise 1st  Commerce Marketing Platform
PhotoPhotoPhotoPhotoPhoto
2014-11-09
13 Photos - View album

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The Fifth Screen: Behold the ‘Connected Car’

Since eMarketer’s previous report on connected cars in February 2013, a clearer picture has emerged of what the technology will look like. Most passenger vehicles soon will feature data connections and mimic the usability of smartphones. Advanced features like automated driving will emerge in years to follow.

Auto buyers have added connected car features to their shopping consideration set. Buyers expect a much more technologically advanced vehicle than in years past. More than half of buyers worldwide polled in March 2014 were either using such features or wanted them in their next vehicle, according to Capgemini’s “Cars Online 2014” survey.

But within a few years—likely less than 10—connected cars will drive huge changes. Connected cars will change how media is consumed, how purchase decisions are made and affect how consumers interact with the world around them as they navigate those miles. Marketers, technology firms and executives will need to anticipate the myriad implications of what will become the largest, most tactile digital connection of consumer life: the fifth screen, the connected car.



However, automakers will have to drastically improve marketing efforts of connected car features in order to capitalise on general consumer interest.

Connected car technologies have been around in some form or fashion for more than a decade. But it is only in recent months that the offerings have been promoted in national marketing campaigns. And offerings remain basic.

The opportunity, however, is vast. Consumers are woefully unaware of what these systems can do. In a Harris Interactive poll from May 2014, some 44% of car owners said they had never heard of connected cars, and nearly as many had only a vague understanding of it. So any brand speaking to this audience has the chance to fully introduce the concept.

Beyond the marketing opportunity, the connected car will represent a decade-long transformation of the consumer’s connection to the automobile. In recent months, a clearer vision of what this vehicle will look like and who will be making it has emerged.

Changes in laws and general consumer interest will drive full adoption of connected car technology over the course of the decade. So within the next product cycle, automotive brands will begin to see customers who are not only buying cars more often to keep up with technology offerings, they will see consumers who are shopping with connected car compatibility as a top consideration for purchase.
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