Toyota's Successful Digital Marketing Strategy: A Case Study
Technology Category
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Automotive
- Transportation
Applicable Functions
- Logistics & Transportation
- Maintenance
Use Cases
- Traffic Monitoring
- Transportation Simulation
About The Customer
Toyota Motor Philippines Corporation (TMPC) is a subsidiary of Toyota Motor Corporation, responsible for the assembly and distribution of Toyota vehicles in the Philippines since 1988. The brand has been present in the market since the 1960s and is committed to providing Filipinos with safe and reliable transportation. Toyota Philippines has always taken a customer-centric approach, aiming to be more than just a purveyor of quality cars. They strive to be a brand that is available to and supportive of customers, going beyond their core business to provide empathetic and timely customer care.
The Challenge
Toyota Motor Philippines Corporation (TMPC), a subsidiary of Toyota Motor Corporation, was facing two major challenges. Firstly, they were struggling with insufficient site traffic to their 'Here For You' website, a platform where they share virus advisories, virtual engagement options with salespeople and technicians, at-home car maintenance tips, and details about their community support initiatives. This was particularly important as the COVID-19 pandemic unfolded and the company wanted to assure its customers of its continued support. Secondly, despite running several digital marketing campaigns concurrently, the brand was finding it difficult to expand its audience reach while maintaining cost-effectiveness.
The Solution
To overcome these challenges, Toyota partnered with Appier, a leading technology company. Appier helped Toyota define the demographics of their target audience more effectively across various regions in the Philippines. Using AI, Appier identified real-time interests and ranked keywords to precisely target valuable users. The highest-ranking interests included 'automobile', 'sports', 'finance' and associated keywords such as Toyota, Honda, Suzuki, hiking, insurance, investment, etc. With these insights, Appier applied its cross-screen targeting technology to deliver ads on different premium sites via both PC and mobile. This technology also allowed for ongoing campaign monitoring and quick adjustments to the strategy as necessary.
Operational Impact
Quantitative Benefit
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