Consumers research on .
The ability for Team SI to target your audience is unique. We are one of just a few firms in the world that has collected enough data on your audience to specifically identify and target them. This is why we have succeeded so well in the equipment and agriculture business.
Do you know what we discovered with this data in late 2018 and the season of 2019?
We’ll give you some information that is all data-driven. None of this is based on opinions.
If you are someone who believes your past consumers are fully committed to you, the dealer or the salesperson, please go to their farm and take a look at the multicolored farm equipment they have.
If your answer is the color doesn’t matter as they purchase used equipment from you, check again and ensure every piece of equipment has your dealer’s sticker on it. The data shows that due to the commodity prices, tariffs and state of the economy, the way consumers research for large or heavy pieces of equipment, including shortlines, dramatically shifted.
Google Trends is a search trends feature that shows how frequently a given search term is entered into Google's search engine relative to the site's total search volume within the last hour across the United States. We can drill this information down county-by-county when you are doing data-driven marketing with Team SI.
You are most likely on your smartphone looking at this page on TeamSI.com. If you are not, it is a rare sight to see. If your website isn’t mobile-friendly, it is an indication that you are losing out on site traffic and leads (calls and forms).
As the graph showcases, 63% of all Google searches for new agriculture equipment come from smartphones. Your consumers are either in the field conducting their research or in need of something now. Only 30% of searches came from the computer.
Here is the winning piece of that equation: 78% of all leads to an equipment dealer come from smartphones and only 20% of leads came from desktops.
By inching up your mobile performance and marketing, you quickly gain leads easier than trying to do that via desktop.
In the following infographics, you will see when smartphones took over in the customer journey in search, research, and the need for product reviews.
Source: Google internal data for Agricultural Equipment | Used Equipment and Earth Movers. Time period: Q2 2019.
Dealers mistake Team SI EQ as a “digital only partner” because we focus on data and leads. In reality, we are a TraDigital partner. TraDigital™ is the art of blending traditional and digital marketing.
New in 2020, we will be utilizing new datasets to inform Team SI and our clients to place traditional media. We will be able to analyze Connected TV of consumers watching a particular network. We will take the people who convert the most on a specific network or genre to help influence our traditional media buys in negotiations.
For example, when we launch a TraDigital™ campaign for a dealer, we will see more “nearby John Deere location” in your organic and paid search terms.
A TraDigital strategy drives people to your website via their smartphones while they are sitting on their couch.
As soon as we get the people from the “Awareness” phase into the “Consideration” phase, we launch Doppio® to take it from there.
Doppio® is how we service individuals inside of the “Consideration” and “Evaluation” phases of the customer journey.
1. Source: Forrester
2. Source: Google internal data for Agricultural Equipment | United States. Time period: Q1 2019.