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L bartman cars.com cama sunrise presentation 5 22-13 (1)
 

L bartman cars.com cama sunrise presentation 5 22-13 (1)

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    L bartman cars.com cama sunrise presentation 5 22-13 (1) L bartman cars.com cama sunrise presentation 5 22-13 (1) Presentation Transcript

    • Driving Innovation in Today’sChanging MarketplaceLinda BartmanChief Marketing Officer, Cars.com
    • Cars.com Overview• Visited by more than 12 millioncar shoppers eachmonth, Cars.com is the leadingdestination for online carshoppers.• We offer credible and easy-to-understand information fromconsumers and experts to helpbuyers formulate opinions onwhat to buy, where to buy andhow much to pay for a car.
    • Cars.com OverviewSalesCustomerSupportTrainingMarketingOperationsStrategy &Biz DevProductFinance
    • A Unique Company Culture
    • Unique Business SegmentsConsumer OEM Dealer
    • Shifting Trends Present UniqueChallenges
    • Historically, Dealers have had Control
    • Today, Shoppers Hold the Keys
    • New and Unique Challenges for OurBusiness and Industry
    • Challenges Present Opportunity toInnovate with Value in MindMobile Metrics
    • Today’s Mobile Shopper• Mobile is mainstream with110 million smartphone usersin the U.S.• 83% of mobile car shoppersown a smartphone, and 28%own a tablet• More than 1/3 of car shoppersfelt that information attainedfrom mobile devices was anessential factor in theirpurchaseSource: comScore 2012; Mobile Web & App Usage for Automotive Shoppers, Nielsen/Cars.com
    • Mobile Shopper Trends Translateto Cars.comMobile Cars.com traffichas increasedyear over yearOf Cars.com traffic comesfrom a mobile device41%36%27% less likely to send an email lead12Source: Cars.com Omniture and Business Objects
    • Evolving Mobile Platforms to DeliverValue and Meet Consumer Needs
    • Digital Attribution ChallengesTHENNOW
    • Digital Attribution ChallengesEffectively Utilizing DataChanging Dealer MindsetsMoving Digital from Associationwith Direct Response
    • Defining Our Data StrategyBusinessIntelligenceData LicensingData forContentDevelopment
    • Utilizing Content Marketing toOvercome Attribution ChallengesContentMarketingValueAttributionandMeasurementOnline BrandingDigital StrategyMobileSocial Mediaand ReputationManagementConsumerJourney
    • Digital Attribution ChallengesEffectively Utilizing DataChanging Dealer MindsetsMoving Digital from Associationwith Direct Response
    • Changing the Value DiscussionBased on Today’s ShopperAudienceAwarenessConsiderationConversion19Today’s Value MetricsYesterday’s Value MetricDirect Response
    • Driving Your Own Innovation
    • Create the Right Environmentfor Your Clients• How are you accounting for consumer behaviorchanges in your industry?• Are you managing the risks between your consumerand B2B strategy?• Are you utilizing data as effectively as possible toprove your value?
    • Thank You