I am the Marketing Manager of Digital & New Media for Jebsen Motors. But sometimes, I feel I am really a racing driver.
In the realm of digital and new media, time is our true competitor. We are serving a generation of tech-savvy yet time-deprived customers. Many purchase decisions today are made in micro-moments where people instinctively reach for their smart phones to learn about something, explore it, and decide to buy. Here in mainland China, we are seeing more and more customers do their own research before even walking into a Porsche Centre.
Time has become very precious for our customers – and even more so for us marketers. That is why I was so excited to be tasked with heading up a digital marketing project to tackle these modern consumer trends. The project involved building digital channels that influence potential customers at their early stage of purchase decision-making process, offering platforms that give them much greater access to us both for information and support.
It is more than having speed to win in car racing, we also needed to have a very clear goal in mind in building our digital platform, to drive effective digital interactions between Porsche and its customers. We started from zero: getting into the frontline to understand different markets and customer sentiments, carefully defining our target groups and drawing up ways to reach them.
Most of us in the project team came from traditional marketing backgrounds, so we had to be quick in familiarising ourselves with digital trends and mastering digital marketing tools like Location-Based Service (LBS), Feeds and Demand Side Platform (DSP). This involved considerable internal communication and training, but thanks to the team’s dedication, we emerged as a highly efficient digital marketing function. We successfully used big data to develop precision marketing strategies, and set up a mechanism to ensure proper follow up to digital leads. Focused on being responsive and precise, we gained sizable, high quality marketing information, and turned them into car orders.
This was probably the most complex project I have led since I joined Jebsen Group in 2013. Being a Porsche fan certainly lent insight to my role, but I also believe that my curiosity and passion about new technology really fueled up my team with energy and drive. I am always fascinated by the latest technology developments, and lately I have been engrossed in exploring trends like Virtual Reality (VR), Augmented Reality (AR), Artificial Intelligence (AI) and autonomous vehicles. I believe that technology will continue to change businesses and lives in a significant way, and I am proud to be a driver for digitalisation for one of my favourite brands in the world.