Demand Capture 101
What is Demand Capture?
Demand capture refers to marketing activities that capitalize on demand generation’s successes and aims to capture people who are actively searching and expressing interest in your product or business.
What are the key demand capture tactics? Bonus if you can rank them in order of priority (1-4).
Paid Search, Retargeting, Paid Social, Video
Should demand capture tactics prioritize first party audience data?
YES!!
What are the primary performance goals for demand capture campaigns?
Drive traffic to dealership website.
Increase volume of customers viewing inventory, specials, scheduling service.
Increase volume of customer actions on dealership websites - e.g. form submissions and clicks to call.
What part of the funnel does Demand Capture prioritize?
Low funnel
Facebook and Instagram are examples of what type of media platforms?
Paid Social
Is prospecting new customers (conquest) a key audience strategy for demand capture?
No, Demand Capture prioritized customers who have already expressed interest in your business and product.
Provide an example of a Paid Search KPI that might be measured.
Impression Share, Lost Impression Share, Click Through Rate, Click Capture (at Market/Region/National Level)
Does demand capture primarily focus on generating awareness? Or engaging interested customers?
It is focused on capturing customers who have already expressed interest in your product or business and helps nurture their engagement with your business through the point of purchase.
Are broadcast, OTT/CTV and streaming audio priority tactics for demand capture?
No
True or False: Demand capture strategies focus on building demand?
False, demand capture strategies focus on converting demand
Which attribution model is most common for demand capture tactics? View-through or post-click.
Post-click attribution is the most common method of attribution.
Does demand capture work best on its own? Or when demand generation tactics are also deployed?
Demand capture works best when you have an accompanying demand generation strategy in place too. A well-rounded strategy has both demand generation and demand capture tactics supported.
The practice of advertising to people who have already expressed interest in your product or business by visiting your website is referred to as?
Retargeting (also known as remarketing)
How should dealers prioritize location targeting for demand capture?
Ensure SOA coverage first and foremost. Ideally dealers will increase bid modifiers for areas closest to their dealership and decrease bid modifiers for areas farther away from their dealership. Only if budget permits should dealers target outside of their SOA.
What do the measurement acronyms ROI and ROAS stand for?
ROI: Return on Investment
ROAS: Return on Ad Spend
What kind of digital signals might indicate that a customer is a low funnel Mazda intender?
Searching for Mazda products, specials, dealers, etc. on Google, Bing, Yahoo.
Visited a dealership website, viewed inventory or specials, viewed service pages, looked at model landing pages.
Mazda owner actively looking at service offers.
What demand capture tactic generally has the highest click through rate (CTR)?
Paid Search
Ad CTAs play an important role for demand capture strategies as they encourage customers to take immediate action – what does CTA stand for?
Call-to-Action
True or False: Understanding the performance along the customer journey is not important to a business?
False. Understanding the performance along all stages of the customer journey offers valuable insights that can help improve advertising efforts.