Background
Toyota is a Japanese car manufacturing brand with a massive global presence. The multinational has a vast network of subsidiaries, including Toyota Denmark A/S.
While Toyota has always been a popular brand in Denmark, it experienced something of a slump in 2023, when sales declined by 6.4%. Stiff competition and the runaway success of Tesla Models Y and 3 were part of the problem. However, Toyota Denmark realized it needed to change its digital marketing approach.
Physically seeing and test-driving a car is what converts prospects into buyers. Yet, 84% of consumers choose their car based on their online research. These online buyer journeys are very long and hard to track due to GDPR and the death of third-party cookies.
Toyota Denmark knew it needed to take a more personalized approach to marketing. However, with over 1 million automotive searchers in Denmark each month, understanding which keywords would translate into conversions would be a huge challenge.
So, they partnered with Amanda AI to see how digital marketing automation could get them back on top.
“Upwards of 400,000 adjustments per month ensured that we hit the right people with the right messages at the right time.”
Solution
Toyota Denmark chose Amanda AI to help modernize its Google Ads strategy. The aim here was to improve Toyota’s ad targeting and reduce its dependence on ad platforms’ algorithms.
To achieve these aims, Amanda AI fed Toyota’s website user behavior and SEO ranking data to its digital automation robot. This process helped Amanda AI gain a deeper understanding of the brand’s target audience, ensuring the ads it served were highly relevant.
Toyota also used Amanda AI to optimize Google’s ad bidding. The aim was to reduce ad spending costs. One particular technique Amanda AI’s robot used was to disable ad spending for keywords where Toyota already ranked well.
Finally, Amanda AI also helped serve Toyota’s audience with the right ads across the various stages of their buyer journey. This strategy involved understanding user intent and optimizing ads for web traffic, dealership visits, and test drives where appropriate. Amanda AI’s robot made 400,000 ad adjustments monthly to ensure the right message got in front of the right users.
“We succeeded in using cutting-edge AI technology to create a more personal and effective interaction with consumers.”
Results
The marketing campaigns’ results went beyond what Toyota expected. By using Amanda AI to transform its digital marketing, Toyota quickly became Denmark’s most popular passenger car brand.
However, it wasn’t just conversions that increased; partnering with Amanda AI boosted performance across the entire customer journey.
Here are some of the headline results:
- 15% increase in traffic to the Toyota Denmark website.
- 65% increase in overall conversions.
- 23% rise in physical visits to Toyota showrooms.
- 17% year-on-year increase in car sales.
Toyota Denmark was delighted with the outcomes of its partnership with Amanda AI. By using AI and data analysis, the brand felt it had not just modernized its approach to digital marketing but also set new best practices that Toyota marketing departments across Europe can follow to strengthen the automotive manufacturer’s position as a market leader.
“We have not only followed digital marketing trends – we have created new best practices.”
