This manufacturer is one of the largest Chinese vendors in the booming electric car market. Now the company is planning to enter Western markets – with a focus on corporate fleets. The company wants to understand the trends on the customer side: for instance, what are the decisive motives for fleet managers to opt for electric cars? Which topics, channels and search terms are becoming more relevant in this context? The supplier wants to highlight particularly its battery technology, aiming to keep an eye in real-time on how its competitors are perceived in the target markets and what specific technology solutions are most important to monitor.
The company has selected Neutrum Topic Navigator to identify the most important information pertaining to the motivations of the target group, based on the analysis of all relevant search queries, media contributions and website content. The company uses Neutrum AI Targeter to analyze the media in which interested parties obtain information in the respective contexts and what they search for on Google. The company considers the topics, search terms and channels that will become more important in the future. It looks at the companies that are mentioned in the context of innovative offers. It looks at the businesses planning to convert their fleet to electric cars. The Innovation Monitor plugin for AI Targeter is set up and trained on data about various battery technologies: Based on monitoring the media of all target countries, the intelligent algorithms examine all posts in which competitors are mentioned for the latest innovations in this domain. Using specialized speech recognition algorithms, relevant texts are automatically identified, relevant companies are identified and information on battery type, battery size, charging cycles and more is prepared with a high degree of granularity. The data is collected and analyzed in real time. AI Targeter Stream has been expanded to include Innovation Monitor, which continuously shows the activities of the most important authors and opinion leaders.
Even before entering the European market, this company has been able to understand the most important drivers of various players in the market. It has come to grasp the arguments, media environments and search terms that need to be addressed today, as well as the ones that are likely to gain in importance in the future. That will be a solid basis for its marketing and sales strategy. The manufacturer has gained a differentiated real-time overview of where competitors are attacking with new developments in battery technologies – without having to read thousands or even tens of thousands of articles. The two Neutrum modules have provided the electric car manufacturer a near-real-time insight into its target markets, helping develop its market entry strategy and planning like a radar screen that it can use to monitor the latest developments. The manufacturer also continuously builds up a database of relevant journalists and opinion leaders. Successful market entry can be prepared much faster and at a considerably less cost than in traditional market research.
German 
