Accenture Helps Kia Motors Double Impact of Social Media Marketing at Less Than Half the Cost
April 27 2015 - 7:03PM
Business Wire
Kia Motors has been working with Accenture (NYSE:ACN) to develop
and execute a strategy to significantly increase the effectiveness
of its social media marketing. The new strategy has raised the
engagement of followers and influencers with the Kia brand and
optimized Kia's social marketing spend – with results showing more
than twice the level of positive interactions with followers at
less than half (47 percent) the cost.
Accenture used its proprietary Social Media Diagnostic solution
provided by Accenture Interactive Research & Development to
identify Kia’s social media strengths and areas of improvement.
Accenture clustered Kia’s social media followers based on analysis
of Kia’s data on user engagement in social channels, using
different car models and different post types as the criteria. This
is allowing Kia to more precisely target paid posts to social media
users who are most likely to engage with the content.
“We’ve been very successful in growing our base of fans and
followers on social channels to approximately 21 million, which has
made a huge contribution to our rapidly expanding brand value for
the past several years,” said Soon-Nam Lee, VP of Overseas
Marketing Group, Kia Motors. “With the help of Accenture, Kia is
now taking social media marketing in the automotive industry to the
next level with increased customer engagement that ensures we are
best placed to meet consumers’ changing requirements. We will
continue our efforts to provide more personalized and relevant
messages for our customers.”
New Accenture research shows that 80 percent of car buyers are
now using some form of digital technology to research their
purchase. Chief marketing officers in the automotive industry rank
social media as a top priority for marketing investment, according
to another survey from Accenture Interactive.
“Digital technologies such as social media are transforming
marketing from something you do to consumers to something you do
with them – and for that you need to really know their likes and
needs,” said Hyun-Jung Kim, managing director of Accenture’s
Products practice in South Korea. “Original equipment manufacturers
and dealers have to focus on engaging the ‘connected customer’ by
establishing a pervasive digital presence, engaging customers
through all available digital channels with car-buying information
that will take into consideration customer sensitivity and be
relevant to their particular car-buying needs.”
She added: “They also need to establish and sustain a seamless,
integrated customer experience, combining the physical touch points
of auto retailing with those of the evolving digital marketplace,
maintaining the integrity of a meaningful car-buying
experience.”
About Kia Motors Corporation
Kia Motors Corporation (www.kia.com) – a maker of quality
vehicles for the young-at-heart – was founded in 1944 and is
Korea's oldest manufacturer of motor vehicles. Over 3 million Kia
vehicles a year are produced in 10 manufacturing and assembly
operations in five countries which are then sold and serviced
through a network of distributors and dealers covering around 150
countries. Kia today has around 49,000 employees worldwide and
annual revenues of nearly US$45 billion. It is the major sponsor of
the Australian Open and an official automotive partner of FIFA –
the governing body of the FIFA World Cup™. Kia Motors Corporation's
brand slogan – "The Power to Surprise" – represents the company's
global commitment to surprise the world by providing exciting and
inspiring experiences that go beyond expectations.
About Accenture
Accenture is a global management consulting, technology services
and outsourcing company, with more than 323,000 people serving
clients in more than 120 countries. Combining unparalleled
experience, comprehensive capabilities across all industries and
business functions, and extensive research on the world’s most
successful companies, Accenture collaborates with clients to help
them become high-performance businesses and governments. The
company generated net revenues of US$30.0 billion for the fiscal
year ended Aug. 31, 2014. Its home page is www.accenture.com.
About Accenture Interactive
Accenture Interactive, part of Accenture Digital, helps the
world’s leading brands drive superior marketing performance across
the full multichannel customer experience. Accenture Interactive
offers integrated, industrialized and industry-driven digital
transformation and marketing solutions. To learn more follow us
@AccentureSocial and visit
http://www.accenture.com/interactive.
AccentureHelena Kyeung-hee Park, + 82 2 3777
8711kyeung-hee.park@accenture.comorAnthony Hatter, + 44 7810 756
138anthony.hatter@accenture.com
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