Automotive Digital Marketing Search Marketing Combined Strategy

Download Automotive Digital Marketing Search Marketing Combined Strategy

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  1. 1. J. D. Power Autoshopper.com Study presented in Las Vegas 10/8/2008: Automotive Internet Usage (AIU) rates continue to increaseAutomotive Internet Usage (AIU); New1 and Used2 Vehicle Buyers 10 Year Trend NewUsed80%75%70%70%67% 68% % of All New and Used Car Buyers 64%64%60%60% 66%60% 54%61%^ 59%50% 54%53% 40% 47% 47%40% 43% 30% 33%26%20%10%19992000 20012002 2003 20042005 2006 2007 2008 1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2008 New Autoshopper.com Studies 2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2008 Used Autoshopper.com Studies 2007 J.D. Power and Associates, 1The McGraw-Hill Companies, Inc.All Rights Reserved.
  2. 2. Engaging the consumer for higher conversion ratesEngaging, Simple to Use Web Site Designs Easy, Flexible Content Management Enterprise Content Management - Syndication Inventory Display and Management Multiple Lead Distribution Routing/Format Capabilities Live Chat Integrated with Sites and eNewsletters ADP Business Online Tools: Secure Consumer Account Finance Online Service Online Buy Online
  3. 3. Live Site Demonstration
  4. 4. Live Site Demonstration
  5. 5. Live Site Demonstration
  6. 6. Content Management System (CMS)
  7. 7. Why should Dealer consider ADPs BusinessOnline capabilities as a significant factor in selecting their Dealer Web Site provider?42%
  8. 8. White-listed eNewsletters Performance Metric Our Average Industry* Delivery 99.8%75.3%-84.9% Open 20.9%10.9%-14.0% Click20.0% 5.2%-13.3% Avg Dealer List4,000Monthly Influenced Revenue (Average Dealer): Service Appointments16+ Vehicle Sales 4+ Average Dealer Gross$9,456 Repeat Customer Gross +$300Annual Influenced ROI Average Dealer Gross$113,472 Return24 :1
  9. 9. Digital Solutions Performance Consulting Team1. Unique Visitors:Digital Marketing EfficienciesDealer 2. Conversion Ratio:Vital StatisticsSite Content & MaintenanceReview3. Appointment Ratio:Lead Management Process 4. Show Ratio:Confirmation Process 5. Showroom Close Ratio:Preparation & Reception Process Highly trained, experienced automotive retail professional Top Guns whoare proven experts on digital marketing, lead management and salesprocess implementation.
  10. 10. Integrated Traffic Maximization StrategyOrganic Search 1. Content Optimization2. UGC Link Popularity 3. Search Robots 8 Points of TrafficAnalyticsGrowth SynergyOmniture &Competitive Intelligence (ClickStream & HitWise) Search AdsDisplay Advertising 4. Keyword Enriched 6. CTR Optimized MediaSponsored Links & URLs7. Targeting Networks 5. Contextually Optimized 8. Key Site PlacementsDeep Link Landing Pages
  11. 11. Use of an Integrated SEO and SEM StrategyOptimized Dealership presence in organic and paid search listings reinforces and increases the results from both strategies: Generates increased consumer trust Increases perceived value by consumerPaid Search Results Campaign integration Paid Search Results Dealer budget drives incremental traffic Best value and results Higher Quality Scores = Lower Cost Per Click
  12. 12. Why the ADP Digital Advertising Team? Staff 20 full time search marketers / dedicated analysts Broad Experience many verticals, consumer / b2b, sales / lead, international 2 to 10 years search experience Dedicated VMRs work with dealership managers Search Engine Optimization 2,000+ websites (BZ & Dynamic Websites, ADP ES Global) 25% to 35% of ADP Website leads generated from organic search Paid Search and Display Advertising Manage ten million dollar ad spend Google certified Search Marketing Team Sophisticated campaign / bid management ADP is a Google Enterprise Partner Measurement Omniture Analytics on demand reporting Search Analysis links, rankings, campaign suggestions, leads Competitor Analysis we know the keywords that perform for your competition Conversion Analysis we have ongoing optimization of your campaigns
  13. 13. Omniture Web Analytics Search Marketing Impressions, Clicks, CTR Web and Phone Leads Compare Conversion Rates Revenue, ROAS Click Fraud Monitoring Visitor Reports Visits, Referring Domains Popular Pages, Pathing Visitor Profiles
  14. 14. Search and Display Advertising
  15. 15. Retargeting to Consumers Who Visited Your SitePaid Search TVDisplay AdsDriving qualifiedprospects toPost Visityour site is expensiveMarketingIts cheaper to convert a qualified prospect than to create a new one
  16. 16. Competitive Analysis: BenchmarkingCompetitive Set Benchmark growth Visitor Length Demographics Competitor Keywords Advertising Opportunities Upstream traffic Downstream traffic
  17. 17. Competitor Traffic Analysis: Clickstream UPSTREAM Websites visited before arriving DOWNSTREAM Websites visited after leavingat an Dealer COMPETITOR site an Dealer COMPETITOR site
  18. 18. A well orchestrated and easy transition Dedicated team with experience Account Management Implementation Team Development Team Support Team Field Training Team Phased Approach
  19. 19. Dealer Cost Reductions 1 Partner (ADP) Optional items that Dealer is getting from third parties today that we could assist with. Bundled solution offering deeper discounts Search Advertising and Display advertising Digital Marketing consulting Business Online - Finance On Line, Service Online, Buy Online eNewsletter Live Chat Vehicle videos Lead management Call tracking Google audioAll delivered from a company that is in it for the long haul
  20. 20. Optional Digital Marketing Solutions Search Engine and Website Display advertising Digital Marketing Consulting FinanceOnline Vehicle videos White-listed eNewsletter Live Chat Lead management Call tracking On-line Service Scheduling
  21. 21. Integrated Traffic Maximization StrategyOrganic Search 1. Content Optimization2. UGC Link Popularity 3. Search Robots 8 Points of TrafficAnalyticsGrowth SynergyOmniture &Competitive Intelligence (ClickStream & HitWise) Search AdsDisplay Advertising 4. Keyword Enriched 6. CTR Optimized MediaSponsored Links & URLs7. Targeting Networks 5. Contextually Optimized 8. Key Site PlacementsDeep Link Landing Pages
  22. 22. Digital Solutions Performance Consulting Team1. Unique Visitors:Digital Marketing EfficienciesDealer 2. Conversion Ratio:Vital StatisticsSite Content & MaintenanceReview3. Appointment Ratio:Lead Management Process 4. Show Ratio:Confirmation Process 5. Showroom Close Ratio:Preparation & Reception Process Highly trained, experienced automotive retail professional Top Guns whoare proven experts on digital marketing, lead management and salesprocess implementation.
  23. 23. Finance on Line Dealer-Controlled Pre-Approval Rules Uses Consumer Credit Report Real-time Data Secure Environment Secure Transmission of Credit App No Email of Sensitive Customer Data Info Saved in Secure Account for Consumer to View, Edit, or Withdraw Integration Points Equifax, TranUnion, Experian w.e.b.Credit Buy Online Lead Management / CRMADPs Finance Online is Specifically designed to: Target credit buyers Increase visit-to-lead conversion Capture more customer information Provide rules-based pre-approval Produce highly qualified organic leads
  24. 24. Where can Videos be Played?
  25. 25. eNewsletter Performance Metric Our Average Industry* Delivery 99.8%75.3%-84.9% Open 20.9%10.9%-14.0% Click20.0% 5.2%-13.3% Avg Dealer List4,000Monthly Influenced Revenue (Average Dealer): Service Appointments16+ Vehicle Sales 4+ Average Dealer Gross$9,456 Repeat Customer Gross +$300Annual Influenced ROI Average Dealer Gross$113,472 Return24 :1
  26. 26. Live Chat Engage more browsers- 90% of customers leave your dealer site without leaving any informationTotal Serious Buyers- 88% of Live Chat users buy AverageMonthly within a monthMonthly Dealer CloseUnits SoldGrossRate onLive Live Chat increases site stickiness- 40% say theyMonthly Chat would surf away from your site without LiveLive Leads Chat Chat $4,467 Leads3 Units Allows you to build trust and rapport prior to visiting your store 28%11 Live Chat leads close at a 1.6 times higher rate on average than dealer website leads The Average Dealer ROI For Live Chat Second highest closing online lead source is 10:1 + behind Black Book Online Floor Traffic 80% of Live Chat users physically visit your dealership
  27. 27. SEO Development Enhancements Meta-tag Management automation, defaults, protection Meta-tag Distribution to many sites Domain level Meta-tag Management Multi-lingual Meta-tag Management URL Structure Search optimization Inventory URLs enable search engines to access inventory Site Map - optimization