evolution of automotive digital marketing by ralph paglia

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Evolution of Automotive Digital Marketing AutomotiveDigitalMarketing.com Overview of last 10 years leading up to where the ‘State of the Art’ for car dealers stands today, and showcasing where the most successful dealers will get their competitive advantage tomorrow… Ralph Paglia Insights gained from 5+ years of digital marketing strategies and tactics for car dealers gleaned from AutomotiveDigitalMarketing.com dealer posts... Review dealer best practices specific to selecting tools and what should be managed in-house versus what and when it is better to outsource… Multiple free and low cost resources that dealers can begin using before they return to their dealerships from Automotive Boot Camp… Learn how to apply tracking systems to Key Performance Indicator (KPI) measurement points that make managing a dealer’s digital marketing strategy easier and simpler for dealers and general managers. You will also learn how to use these same KPI measurement and reporting techniques to make recommended budget allocation changes that will help your dealership realize a stronger ROI from your total marketing investment each month... "Evolution of Automotive Digital Marketing"

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Page 1: Evolution of Automotive Digital Marketing by Ralph Paglia

Evolution of Automotive Digital Marketing – AutomotiveDigitalMarketing.com

Overview of last 10 years leading up to where the ‘State of the Art’ for car

dealers stands today, and showcasing where the most successful

dealers will get their competitive advantage tomorrow… Ralph Paglia

•Insights gained from 5+ years of digital marketing strategies and tactics for

car dealers gleaned from AutomotiveDigitalMarketing.com dealer posts...

•Review dealer best practices specific to selecting tools and what should be

managed in-house versus what and when it is better to outsource…

•Multiple free and low cost resources that dealers can begin using before

they return to their dealerships from Automotive Boot Camp…

•Learn how to apply tracking systems to Key Performance Indicator (KPI)

measurement points that make managing a dealer’s digital marketing

strategy easier and simpler for dealers and general managers. You will also

learn how to use these same KPI measurement and reporting techniques to

make recommended budget allocation changes that will help your dealership

realize a stronger ROI from your total marketing investment each month...

"Evolution of Automotive Digital Marketing"

Page 2: Evolution of Automotive Digital Marketing by Ralph Paglia

Introduction and Background:

Ralph Pagliawww.ADMPC.com

President

Automotive Media Partners, LLC• Led build-out and development of Tier10’s Digital

Marketing, Advertising and Social Media Strategies

• AutomotiveDigitalMarketing.com creator and Editor-in-Chief

• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…

• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…

• Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing

Consulting and Ford Co-Op supported Digital Advertising program for Dealers…

• Internet Sales & Marketing Consultant to Ford, Mercedes-

Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…

• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access to

post vehicle inventory listings on defense contractor BBS’s…

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TimelineEarly History of Internet Marketing1969 to 2007

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History of Internet 2000 to Future

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Timeline History of Internet Marketing 2007 to Present

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The “Minority Report” Michael Keranen Effect…

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1978: The First Computer Bulletin Board System, CBBS, Goes Online

Two 8" floppy disks driven by A S-100 board and a 300bps modem.

During a meeting of BBS industry folk in 1993 named the 2nd Annual

ONE BBSCON, the host had everyone in the room stand up. Then he

asked those who did not run a BBS to sit. Then those who didn't have

a Board in 1992. Then 1991, 1990, and so forth year by year.

When he reached 1978 only one person was still on his feet... As he

stood there alone the host said, "Folks, meet Ward Christensen.

Ward Christensen and Randy Suess develop the Computerized Bulletin

Board System (CBBS) in Chicago. Opened to the public the following

year, it is the first electronic message-posting network.

Christensen, a physicist by education and a mainframe programmer by profession, was an electronics hobbyist in his spare time. By the late

1970s he had become expert at programming computers to transfer files from one machine to another via modems and telephone lines.

Christensen and Suess lived in Chicago, where winters bring below-freezing temperatures and piles of snow, and in January 1978 there was

plenty of indoor time for programming and fiddling with digital equipment. The idea had been building for awhile, and that winter they decided to

devise a simple computer communication system. Christensen developed the software and Suess assembled the hardware.

On February 16, 1978, their system is complete; they name it the Computerized Bulletin Board System (CBBS). When it finally goes online to the

public in 1979, Christensen manages the system under the title "system operator" (soon shortened to "sysop"). CBBS operates like a virtual

thumb-tack bulletin board. Participants can post messages to a public "board," and others can read and respond to those messages, creating an

ongoing virtual discussion.

In November 1978 Christensen and Suess publish an article in Byte magazine, describing CBBS and outlining the technology for devising virtual

bulletin boards. The article drums up interest in CBBS and gives others the opportunity to build their own systems.

Since the ARPAnet is still restricted to defense-funded institutions, CBBS is the first civilian experiment in creating virtual community (apart from

time-sharing systems). In 1979 most individuals who own computers and modems -- or have access to and knowledge of computing hardware --

are computer hobbyists and scientists. So at first, most topics on CBBS hover within the realm of computers and electronic communication, but

eventually the talk broadens.

CBBS kindles a revolution in electronic communication. Virtual bulletin boards begin popping up around the country; they are given the generic

name BBS, for bulletin board system. Some cover a range of topics, and others are intended for highly specific discussions. By the early 1990s

most BBSs are connected to the Internet, and a whole new virtual world is introduced to BBS members, who had previously roamed within the

limited parameters of one system (or in some cases several interconnected systems).

1986

Lead Generation via Inventory

listings posted from stock cards

to San Diego Defense

Contractor BBS’s

[email protected]

Page 7: Evolution of Automotive Digital Marketing by Ralph Paglia

1995

Autobytel.com is credited with

inventing online car buying in

1995 and offers comprehensive consumer resources for vehicle

research, purchasing, ownership, safety and maintenance, as well as

unmatched dealer training, support and technology. Whether buying, owning or

selling a vehicle, Autobytel.com offers a comprehensive and positive consumer

experience. Their stock was trading at $40 in 1999 and is currently trading at

$.70.

Automotive Digital Pioneer:

AutoByTel

Page 8: Evolution of Automotive Digital Marketing by Ralph Paglia

HistoryCarsDirect was founded in 1998 by Scott Painter, launched from the business incubator Idealab.

It was the first company to sell vehicles online directly to consumers, rather than referring

consumers to brick-and-mortar dealers as all other online car buying services did at the

time.[1][2][3] In 2000, Roger Penske invested in the company and joined the Board of Directors.[4]

In 2004, the firm began to expand into other "big ticket" consumer categories such as home

mortgage and real estate with the acquisition of web properties including BestRate.com and

LoanApp.com.[5] Reflecting its diversification, the company changed its name to Internet Brands

in 2005, and the company was restructured into several divisions focused on vertical markets.

The automotive operations now function as part of the automotive division of Internet Brands.[6]

Automotive Digital Pioneer:CarsDirect

Page 9: Evolution of Automotive Digital Marketing by Ralph Paglia

Automotive

Digital Marketing

The Vision Industry Pioneers had in 1998

1998 - 2004

Automotive Digital Pioneer:

CyberCar

Page 10: Evolution of Automotive Digital Marketing by Ralph Paglia

TIPSAutomotive Internet Selling Strategy

1998 - 2013

Targeting Technology

Web 2.0 Engagement Technology

CRM Systems Technology

Showroom / Service Drive

Automotive Digital:

Sales Strategy

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Automotive Digital Pioneer:

Sales Strategy

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Automotive

Digital Marketing

Where will the best dealers go

to get their competitive

advantage in 2013 and 2014?

Page 14: Evolution of Automotive Digital Marketing by Ralph Paglia

Targeting Technology

Automotive Digital:

Message Delivery

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Digital Advertising Server Platform

Audience Targeting Methods

Sales Performance Based Results

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Social Media Marketing

and

Customer Relationship Management (CRM)

Made Possible by the Advent of

Customer Engagement on Massive Levels

Automotive Digital:

Competitive Advantage

Page 19: Evolution of Automotive Digital Marketing by Ralph Paglia

Social Media Marketing

Advent of Customer Engagement

on Massive Levels

19

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Phone

Flow

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Dealer Story, Article

or News

Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)

Page 25: Evolution of Automotive Digital Marketing by Ralph Paglia

Facebook Advertising?

1. Set Up a “Profile” for each Dealer/GM/Manager

2. Create a “Group” for your Franchise/Brand

3. Create a “Fan Page” for your Community

4. Post Links to dealer eCommerce site content items

5. Remember the 80/20 Rule of Social Content

Page 26: Evolution of Automotive Digital Marketing by Ralph Paglia

Ads were seen 7,201,334 times by Facebook members who live near the dealership…

1,730 of those Facebook members clicked on one of the two Facebook display advertisements…

$1,595.25 spent for the Facebook Ad Campaigns, each customer visit to our community site or Fan page cost 92 cents (CPC).

To show Facebook members our dealership ads each 1,000 times (CPM), cost 22 cents…

Page 27: Evolution of Automotive Digital Marketing by Ralph Paglia

Reputation Management

Social Media Holds Dealerships Accountable

for their Delivery of the Customer Experience

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Why is Reputation Management Important to Car Dealers?

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Why is Reputation Management Important to Car Dealers?

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Page 33: Evolution of Automotive Digital Marketing by Ralph Paglia

www.FeldmannReviews.com

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www.LouFuszReviews.com

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Retargeting ODA

Retargeting ODA

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Can We Use The Internet To

Actually DO BUSINESS?

Our industry’s focus has been on bringing

people into showrooms and service drives…

“People won’t buy a car or service online”

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What Are The Most Successful

Digital Dealers Doing Today…

Tomorrow?

Resources and budget for a

“Complete Digital Marketing

Strategy Implementation”

Page 50: Evolution of Automotive Digital Marketing by Ralph Paglia

Comprehensive Digital Marketing

Strategy

Online Display Advertising

Search Engine

Advertising

Social Media Advertising(paid placement)

Social Media Marketing

(content)

Reputation Management

Websites Microsites

Apps

Showroom Process

Service Drive Process

Email & CRM

Customer Communication

Process

PhoneHandling

Traffic

Engagement

Process

RevenueRealization

Page 51: Evolution of Automotive Digital Marketing by Ralph Paglia

Traffic

Engagement

Process

RevenueRealization

Page 52: Evolution of Automotive Digital Marketing by Ralph Paglia

Dear Ralph,

You can’t improve your digital marketing game

if you don’t know the score. The only way to

overcome your competition and increase the

ROI of your marketing is to view all your

marketing and advertising data holistically.

Page 53: Evolution of Automotive Digital Marketing by Ralph Paglia

Slideshare.net/RalphPaglia

Page 54: Evolution of Automotive Digital Marketing by Ralph Paglia

http://AutomotiveDigitalMarket.com

Page 55: Evolution of Automotive Digital Marketing by Ralph Paglia

Automotive Marketing Links

• AutomotiveDigitalMarketing.com

• DealerElite.net

• Slideshare.net/RalphPaglia

• AutomotiveDigitalDealer.org

• AutomotiveDigitalDealers.com

• Facebook.com/groups/AutomotiveMarketing

• Facebook.com/groups/AutoSocial

• Twitter.com/ADMcommunity

• YouTube.com/autodigitalmarketing

Dealer Resources

Page 56: Evolution of Automotive Digital Marketing by Ralph Paglia

www.ADMPC.com