Fiat Chrysler Automotive (FCA), the seventh automotive manufacturer in the world, has adopted a successful digital marketing strategy to establish an ongoing interaction in the consumer purchase path and increase the brand’s presence on digital channels. The video campaign created for Alfa MiTo is an innovative example of how through YouTube it was possible to intercept the right customer at the right time with the right content, optimizing the return on investment.

The objectives

  • Generate brand awareness and engage potential customers.
  • Provide product information to users already aware of the brand in order to complete the evaluation process.
  • Confirm and measure the importance of the video’s role and its interaction with other digital channels in the consumer’s purchase path.

The approach

  • Differentiation of the video campaign according to the stage of propensity to purchase and the knowledge of the brand of the consumer.
  • Effective measurement of ROI through attribution modelling.

The results

  • View rate higher than 35% compared to average.
  • 74% increase of brand search volumes after video exposure.
  • Understanding the impact of the video channel on the overall performance of the campaign.

On moving more and more of the audience from TV to the enjoyment of online videos, FCA has taken an innovative approach to engaging the audience on digital channels. For the sport Alfa MiTo campaign, a series of ad-hoc creatives have been developed for YouTube able to meet the needs of the consumer in the different stages of the purchase process.

For the initial stages of the course (awareness, consideration, intent), they were created with the Zooppa creative community of emotional content, then delivered on the YouTube platform in True View Pre-roll mode to all those users who had not Never sailed on the site of Alfa Romeo. contextually, Google surveys were used to measure the awareness of the campaign and the impact of video on search volumes. For the final stages of marketing funnel (purchase, loyalty, advocacy) have been made of product videos with the aim of completing the process of evaluation and choice of users.

Thanks to YouTube FCA has been able to adapt its online communication to the behavior of the consumer and to contact a public difficult to reach through the TV channel, increasing reach, visibility and engagement, but keeping the cost per contact at Desired level. The excellent results have made it possible to understand the effectiveness of an ongoing planning driven by the behavior of the online audience.

Nowadays, more and more marketing investments converge on digital. But there are still many activities that cannot conclude their online sales and for which measuring the impact of online advertising becomes more complicated. This situation is particularly evident in the automotive sector, marked by a long and complex purchase path where much of the product research is performed online but the final purchase takes place offline. To circumvent this measurement problem, Volkswagen Russia has adopted new tools offered by Google.

The objectives

  • Supporting the effectiveness of advertising
  • Optimize the media mix and investments
  • Calculate the impact of digital marketing on buying offline cars

The approach

  • Welcome Email to count the auto neo-owners as offline conversions in Google Analytics
  • Multi-channel funnels to rebuild sales paths
  • Sales path data analyzed to detect the relative performance of media sources

The results

  • Indirect event rate from Google equal to 44%
  • Conversion rate from Google equal to 0.48%

In Russia, the team of Google specialized in auto and engine has developed a solution that allows you to rebuild backwards the path of purchase of a car. A welcome email is sent to the new owner of a car with the request to visit a specific landing page on the website of the automobile company, accessible only through the direct link in the email. In Google Analytics, this visit is counted as a conversion action for purchase, allowing you to measure all previous activities and site visits made by the same device.

Volkswagen, a leading company in the sector and among the leading digital advertisers in Russia, has immediately made this unique attribution approach to obtain a competitive advantage to increase even more the effectiveness of the activities of Digital marketing. In collaboration with the CRM agency Itella Connections, the car company wanted to create a research group that, dedicating itself to the continuous analysis of car buyers, could build attribution models, take decisions at the level of Digital mix and identify future investments.

As soon as the visit to the site generated by the welcome email was recorded by Google Analytics as an offline conversion action, the team performed a multi-channel funnel report for the 90 days prior to the conversion. In this way, it was possible to analyze the traffic sources and the behavior of the customers on the website, as well as to evaluate the rate of indirect events, for each advertising channel, which led to the purchase of the vehicle.

Within a month, a total of 6953 buyers of Volkswagen cars were sent welcome emails to 3960 customers. Of these, 1021 visited the landing page, thus recording a response rate of 21%. In This final group, Google Analytics then identified 623 return visitors (i.e. 61% of the customers who had clicked on the Welcome email link) and thus generated 623 purchase paths destined to be scanned.

From this analysis it emerged that Google, having contributed to 44% of the purchase routes, recorded the rate of indirect events higher than all other paid media. The sources from social media and direct deals, despite the disproportionate share of financial investments they enjoy, have proven to be the most overrated, with a total contribution of less than 5% in the purchase routes. In contrast to these percentages, the first-click Report data confirmed that, thanks to Google, 12% of customers made a conversion to the Volkswagen website.

Drawing on this data, Volkswagen has thus been able to calculate the conversion rates for the purchase of cars according to the different sources of TRAFFICO1. Google has distinguished itself as a leader, having recorded the highest conversion rate to 0.48%. These premises helped Volkswagen revise its investment strategy to benefit the best-performing sources. To deepen the data emerged from this research still underway, Volkswagen intends to further enrich the framework by adding to the parameters of the analysis the average impressions (including the video ads) and the websites of the dealerships.

I want to give a second-hand car to a family member. What is more interesting, do it as a donation or as a purchase?.

The answer to this question is no other than “depends.”

When we are going to give or donate a vehicle, who receives it, for tax purposes the grantee, has the obligation to pay a tax that goes according to the net value of the gift, or what is the same, the real value discounting for the charges and debts legally deductible.

This is the inheritance and donations tax (ISD), and we will have to pay it, have the value of the vehicle.

Although by law this is so, in practice, when someone gives a vehicle to a family member, choose to make a purchase instead of a donation. This liquidates the patrimonial transmissions tax (ITP), instead of the inheritance and donations tax (ISD). On the one hand it is usually cheaper, especially for low-value vehicles. On the other hand, making the ITP’s autoliquidation is easier and more economical in case of making the process of change of ownership through a management.

The following chart shows the difference in payment between the inheritance and donations tax (ISD) and the patrimonial transmissions tax (ITP) when transmitting a second-hand car, depending on the real value of the car.

In the amounts to be paid for the patrimonial transmissions tax (ITP) We have counted on a rate of 4% lien on the real value of the car. This percentage is applied in the majority of autonomous communities, among them the community of Madrid. However, in some autonomy the tax rate is higher. A good example of this would be galicia with a current rate of 8%. While it is fair to say that in this community vehicles with more than 15 years and little displacement pay a small fixed fee.

Some communities, on the other hand, for vehicles that meet certain requirements, charge less or even exempt from the payment of the ITP. In Catalonia, for example, the purchase of used cars with 10 or more years of age and value less than €40,000 is not taxed by ITP. See “Type of tax assessment of the patrimonial transmissions according to the autonomous community for the purchase of a second-hand car”.

The amounts payable for inheritance tax and donations have been obtained by applying the types of assessment of the tables published for the purpose by the Ministry of Economy and Finance. It is advisable to take into account that each autonomous community can modify the sections and types contained in these tables, since the inheritance and donations tax and the patrimonial transfer tax were ceded by the State to the Autonomous Communities.

We have also considered that the donation of the vehicle is carried out between members with kinship relationships framed in group I (descendants and adopted under twenty-one years) or group II (descendants and adopted of twenty-one or more years, spouse, Ascendants and adopters), and that the grantee’s pre-existing patrimony is less than €403,000. In addition, the grantee would not have received other donations from the same donor in the 3 years preceding the date the vehicle was donated.

If the relationship of kinship was framed in another group (brother, uncle, nephew, brother cousin, stepfather,…) The amount to be paid would have to be multiplied by 1.5882. In the case of more distant relatives or friends or third parties without relationship of kinship, the amount to pay would be double.

In some communities, such as Catalonia, if the relationship between donor and grantee is within group I or II, and the actual value of the car does not exceed €200,000, the rate of assessment of the ISD is equal to that of the ITP (5%), as long as we donate the median You public deed. In any other case the type of tax to present the ISD would be higher.

In the community of Madrid, the ISD is subsidized for the partentesco relations of group I and II. In particular, if the real value of the car is higher than €3,850, it would be more interested in the donation than the sale. Even though we have to go through the notary to formalize the donation in a deed.

As we see in the following chart, in the community of Madrid, from the value mentioned and as this value increases, the fee payable by ISD is progressively lower than that of the ITP. For example, in the community of Madrid, for a car with real value of €18,000, liquidating the ISD instead of the ITP would save €500.

Although the amount payable by ISD in the community of Madrid represents only 1% of the real value of the car, as on the tax quota is 99% subsidized, to benefit from this bonus we will have to formalize the donation in writing Public, with the consequent added cost. Something similar happens in Castilla la Mancha, where the bonus would be 95%, provided that the real value of the car is less than €120,000.

By the public deed of donation, the notary will charge us about €150 for a car of declared value of €6,000, and above this value €4.5 more for each €1,000 of increase in the real value.

In any case, if we are donating or giving away a car, in order to calculate the fee to be paid, we will have to consult the assessment type tables, reductions, multiplier coefficients, and bonuses in force in our autonomous community for the ISD.

The ISD self-liquidating form is the 651 model and can be downloaded or completed online on the official website of the Ministry of Finance of each Autonomous community.