what match.com, tinder and ashley madison have in common with automotive digital marketing

What Match.com, Tinder

& Ashley Madison Have in Common

with Automotive Digital Marketing

v

In a digital world, we can’t forget that ultimately it’s

relationships that matter the most.

Attraction

Looking for a Relationship

Match.com

Digital Dealer Evaluation

- Google SERP

- Website Optimization

- Reputation Management

- Social Media

Website Traffic

Up

40+%

Down

50+%

Most Improved DDE

Least Improved DDE

Sales Growth

128%

Sales Growth

128%Vehicle Sales Growth for top performing dealerships in

the Digital Evaluation compared to bottom performers

Interest Sparked

VIRTUAL

DEALERSHIP

Consumers Check Dealerships Out Too

Consumer Credibility

Of Consumers Read

Reviews To Determine

The Quality Of A

Local Business

88%Say Positive Reviews

Made Them Trust A

Local Business More

72%Trust Online Reviews

As Much As Personal

Recommendations

88%

(Search Engine Land)

Why Do Online Reviews Matter?

Service Retention

10 Points

Service Retention

10 PointsIncrease in service retention rate for the top third in DDE

rating as compared to bottom third

Customer Satisfaction

Sales CSI

+1.5 PointsService CSI

+2.7 Points

Customer Satisfaction

Higher satisfaction scores for the top third in reputation

score as compared to bottom third.

Sales CSI

+1.5 PointsService CSI

+2.7 Points

Getting to Know You

Getting to Know Your Customer

- Newsletter is Key

- Content drives relationship

- Streams create learning

- Behavior is measured

- Content shared on other channels

Getting to Know Your Customer Is a

Worthwhile Investment

30%Engagement

28%Sales

61%Service

Content Builds Relationship

- Content builds trust

- Varies based on profile

- Measures type of customer

- Measures degree of commitment

Learning Determines Streams

- Response determines next

communication

- Clicks build deeper learning

- Content sharpens as relationship

builds

Sometimes you’re just looking for a hook up…

Tinder

The Deal-Seeking Customer

- Come in for a deal, and you

never see them again

- Low value customer

- “Coupon Book” marketing alone

is not a balanced approach

Deal Seeker Behavior

RESPOND FASTER SERVICE MORE HIGHER RO VALUE

The Relationship Customer

Notes

1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers

- Purchased more than one vehicle

- Regularly return for service

- Recommend you to friends & family

Relationship Customer Behavior

Notes

1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers

Longer Time

to BuyBuy More More Expensive

Vehicle

Strengthening and Deepening the Relationship Over Time

Continue to Meet Your Customers’ Needs So

They Have No Reason to Stray

Research how to do their own

automotive service or repairs

online--then take their vehicle

for service anyway

4 of 10Research the service tech’s

recommendation

62%Automotive service

“How To” videos hosted

on YouTube

380,900

Automotive maintenance searches have increased 66% over a recent three year period5.

70 Million Google Searches for after-market service-related content are conducted each month4.

Continue to Meet Your Customers’ Needs So

They Have No Reason to Stray

6 out of 10 have fewer than 5 pages of service-related content

More Than Half Offer No Information On The Most Common Service Defection Points:

Continue to Meet Your Customers’ Needs So

They Have No Reason to Stray

6 out of 10 have fewer than 5 pages of service-related content

More Than Half Offer No Information On The Most Common Service Defection Points:

93% NO brakes page

Continue to Meet Your Customers’ Needs So

They Have No Reason to Stray

6 out of 10 have fewer than 5 pages of service-related content

More Than Half Offer No Information On The Most Common Service Defection Points:

93% NO brakes page

91% NO oil change page

Continue to Meet Your Customers’ Needs So

They Have No Reason to Stray

6 out of 10 have fewer than 5 pages of service-related content

More Than Half Offer No Information On The Most Common Service Defection Points:

93% NO brakes page

91% NO oil change page

51% NO tires page

Continue to Meet Your Customers’ Needs So

They Have No Reason to Stray

6 out of 10 have fewer than 5 pages of service-related content

More Than Half Offer No Information On The Most Common Service Defection Points:

93% NO brakes page

91% NO oil change page

51% NO tires page

1 Out Of 5 Did Not Have Active Service Specials

Or Coupons

Continue to Meet Your Customers’ Needs So

They Have No Reason to Stray

6 out of 10 have fewer than 5 pages of service-related content

More Than Half Offer No Information On The Most Common Service Defection Points:

93% NO brakes page

91% NO oil change page

51% NO tires page

1 Out Of 5 Did Not Have Active Service Specials

Or Coupons

82% Don’t Provide Any “Why Service Here”

Messaging Or A Dealership-Specific Amenities Page

Continue to Meet Your Customers’ Needs So They Have No Reason to Stray

Keep the Spark Alive

Ashley Madison

Relationship

Lifecycle

Attraction Interest

Commitment Learning

Each Other

Automotive

Lifecycle

Attraction Interest

Commitment Learning

Each Other

Taking An Integrated Approach Means Working Smarter, Not Harder

Integrated.

Branded.

Always On.

- Approach like a relationship

Key Takeaways

- Approach like a relationship

- Build your online persona

Key Takeaways

- Approach like a relationship

- Build your online persona

- Communicate with purpose

Key Takeaways

- Approach like a relationship

- Build your online persona

- Communicate with purpose

- Learn from your communication

Key Takeaways

- Approach like a relationship

- Build your online persona

- Communicate with purpose

- Learn from your communication

- Tailor your messages

Key Takeaways

- Approach like a relationship

- Build your online persona

- Communicate with purpose

- Learn from your communication

- Tailor your messages

- Invest in the relationship

Key Takeaways

- Approach like a relationship

- Build your online persona

- Communicate with purpose

- Learn from your communication

- Tailor your messages

- Invest in the relationship

- Invest in a good eco-system

Key Takeaways

And they lived happily ever after.