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Biggest miss in your car dealership's digital marketing strategy #DD16
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Biggest miss in your car dealership's digital marketing strategy #DD16

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MojoMotors.com Founder & CEO Paul Nadjarian spoke at the 16th Digital Dealer Conference in Atlantic City. He discussed the consumer shift from browsing-based platforms to alert-based platforms and why …

MojoMotors.com Founder & CEO Paul Nadjarian spoke at the 16th Digital Dealer Conference in Atlantic City. He discussed the consumer shift from browsing-based platforms to alert-based platforms and why the automotive industry is behind other major industries like travel and real estate. His session outlined how alerts can drive urgency and the ingredients for a great alert.


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  • They read through feed after feed.
  • Everyone else loves Miley, Zombies and I don’t even know who this guy is
  • I’m not kidding about zombie popularity. Take a look at how it’s trended on Google.
  • They’re going to check out Jalopnik and dig through hundreds of listings. Everyone else doesn’t want to do that.
  • They’re going to check out Jalopnik and dig through hundreds of listings. Everyone else doesn’t want to do that.
  • World has changed. Here's how: Websites are now massive alert engines. Twitter tells when someone’s Tweet is relevant to you. Facebook lets you know someone uploaded a picture of you.Then there’s the Kayaks, Trulia and LinkedIns. They’re sending out alerts on airfare, real estate and jobs.
  • So how did we get here? Let’s take a look at how alert-based platforms have really changed entire industries.
  • 1.0 web focused, finding and booking flights2.0 mobile focused, shop like expert, get price alerts
  • 1.0 post resume, find job2.0 create profile, make connections, get alerts on updates in your network
  • 1.0 web focused, find homes and contact realtors2.0 mobile focused, shop like expert, like homes and get alerts when prices drop
  • As companies go from 1.0 platforms to 2.0 platforms, so have their alerts. They’ve found alerts can do three things really well.
  • Alerts are getting smarter and more advanced. Web alerts are what you would see on Facebook. They appear towards the top of the page and indicate there is more to see. It keeps people on the website longer.Push Alerts: Email, Pushed via mobile notifications, text alerts. Email alerts usually hit people on their mobile phones and let them know there is something waiting for them on a website. They’re personalized, intelligent and updated in real time.
  • Kayak has alerts that allow people to choose specific airports they’re travelling to and from.
  • LinkedIn Newsletter is populated with stories based on your groups and work experience.
  • Twitter recommends who you should Follow based on your Tweets and who you Follow.
  • Mojo Motors sends alerts when cars people ‘Follow’ online drop in price. Shoppers are also able to see other people want this car.
  • So, what are the ingredients that make up a great alert?
  • Well, there’s five and it starts with big data
  • Is the alert from someone they’re expecting to hear from? Is the person you’re emailing even shopping for a car? Have they expressed a desire to buy?
  • If the alerts are from a credible source than someone is more likely to open it, but does the content inside prompt someone to click to your site? Does the subject line even prompt someone to open the email?Get creative creative with your subject line. Track open rates. We’ve found that including a make, model and price in a subject can get open rates well over 50%. After someone opens the email, be intelligent with the response but pique their interests. Make them want to click to your site.
  • So let’s say the shopper clicks on that email and goes to your site. How does your site look on their phone? How do your emails look on their phone? 90% of people with smartphones open emails on their phone. These emails need to be optimized for their phone. One technology to leverage is responsive design used by the Boston Globe, Mashable or Starbucks. Emails and websites automatically resize to any device.
  • Then there’s speed.
  • We’ve found that if your mobile website is slow, people bounce. But the faster you make the site, the more activity you’ll see. Shoppers using mobile will spend more time on your website and visit more pages.
  • Mobile speed maters because some huge websites are reporting more than 50% of the traffic from mobile devices,
  • So you might be thinking, yeah, whatever alerts are just a fad. But alert is not a QR code. How many of you tried using QR codes? Inc dot com reported 97% of people don't even know what a QR code is. Alerts leverage email and this leads to the highest success rate. According to HubSpot, over 90% of people are checking their emails everyday and 75% of people want emails from brands. This includes millennials.
  • So you might be thinking, yeah, whatever alerts are just a fad. But alert is not a QR code. How many of you tried using QR codes? Inc dot com reported 97% of people don't even know what a QR code is. Alerts leverage email and this leads to the highest success rate. According to HubSpot, over 90% of people are checking their emails everyday and 75% of people want emails from brands. This includes millennials.
  • Retargeting ads will look at your web history to hit you with ads that they think will be relevant. Sometimes they’re not relevant or intelligen
  • Retargeting ads will look at your web history to hit you with ads that they think will be relevant. Sometimes they’re not and sometimes they’re quite unfortunate.
  • There’s a huge amount of people circling your inventory online but you’ll never hear from half of them. Your CRM only hits the 30% that contact you but how are you interacting with all those people the never contact you or aren’t your customers. Alerts hit people who are not customers. And alerts creates urgency. And urgency creates sales.
  • Alerts drive urgency.Urgency sells cars.When someone clicks an alert, where do they go? Is your website also driving urgency? If your website doesn't support the best alerts in the world, nothing is going to happen.
  • We’ve already covered how alerts will create urgency. But what about websites. Airlines do a great job. Virgin America has a countdown timer on check out pages letting you know when a fare expires.
  • Another airline example is American Airlines.
  • The real estate business does it, too. And also shows shoppers that houses are being bought. When people think they’ve missed a deal, they are more likely to take the next deal.
  • Mojo Motors does this with used cars.
  • What you saw on those websites is credible evidence that a deal won’t last. You see there’s one seat left on a place, a house is sold or other people want this car. There’s a difference between telling and showing and that’s the difference between being less credible and more credible. You probably already drive urgency like a champ through telling. You tell them other people are interested. You tell them someone just took it for a test drive. You do this on calls, replying to email leads or when customers walk-in.But, are you showing these to customers? Are you showing people cars have sold? Are you showing them other people are interested? How do you show people you are presenting them an amazing deal? Letting shoppers discover it online for themselves is much more credible. It has more legs than telling. You can only tell the people that contact you that other people are interested. But if you show them through alerts and your website, you can reach EVERYONE shopping online.Think of Carfax, for example. They let people see history, if the only history is what you told them, they couldn't see it themselves it's less credible.Thus, let people find it themselves.
  • What you saw on those websites is credible evidence that a deal won’t last. You see there’s one seat left on a place, a house is sold or other people want this car. There’s a difference between telling and showing and that’s the difference between being less credible and more credible. You probably already drive urgency like a champ through telling. You tell them other people are interested. You tell them someone just took it for a test drive. You do this on calls, replying to email leads or when customers walk-in.But, are you showing these to customers? Are you showing people cars have sold? Are you showing them other people are interested? How do you show people you are presenting them an amazing deal? Letting shoppers discover it online for themselves is much more credible. It has more legs than telling. You can only tell the people that contact you that other people are interested. But if you show them through alerts and your website, you can reach EVERYONE shopping online.Think of Carfax, for example. They let people see history, if the only history is what you told them, they couldn't see it themselves it's less credible.Thus, let people find it themselves.
  • What you saw on those websites is credible evidence that a deal won’t last. You see there’s one seat left on a place, a house is sold or other people want this car. There’s a difference between telling and showing and that’s the difference between being less credible and more credible. You probably already drive urgency like a champ through telling. You tell them other people are interested. You tell them someone just took it for a test drive. You do this on calls, replying to email leads or when customers walk-in.But, are you showing these to customers? Are you showing people cars have sold? Are you showing them other people are interested? How do you show people you are presenting them an amazing deal? Letting shoppers discover it online for themselves is much more credible. It has more legs than telling. You can only tell the people that contact you that other people are interested. But if you show them through alerts and your website, you can reach EVERYONE shopping online.Think of Carfax, for example. They let people see history, if the only history is what you told them, they couldn't see it themselves it's less credible.Thus, let people find it themselves.
  • Transcript

    • 1. Biggest miss in your digital marketing strategyPaul Nadjarian Founder & CEO, Mojo Motors May 7, 2014 Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 2. This guy is me. With more hair. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 3. This is where I’ve worked. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 4. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Warm Up 1. Consumer behavior is changing 2. Alerts + Mobile are the future 3. Alerts + Mobile drive urgency 4. Urgency sells cars
    • 5. How do people use the web? Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 6. How do people use the web? Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 7. Zombie popularity since 2005 Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Zombies Used cars for sale
    • 8. How do car shoppers use the web? ENTHUSIAST EVERYONE ELSE Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 9. Enthusiasts <3 car shopping Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 10. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Everyone else does not <3 car shopping
    • 11. Behavior has shifted Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 12. History Lesson Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 13. History Lesson • Web Focused • Find Flights • Book Flights Flight Listings 1.0 • Mobile Focused • Shop like expert • Get price alerts Flight Listings 2.0 Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 14. History Lesson • Web Focused • Post resume • Find job Job Listings 1.0 • Create profile • Add connections • Alerts on Network Job Listings 2.0 Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 15. History Lesson • Web Focused • Find Homes • Contact Realtors Real Estate Listings 1.0 Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com • Mobile Focused • Shop like expert • Get price alerts Real Estate Listings 2.0
    • 16. Evolution of alerts Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 17. Power of alerts • Guide people through the funnel Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com • Influence purchase decision • Drive urgency
    • 18. Two Types of Alerts Online Push Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 19. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 20. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 21. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 22. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Price drop on 2013 Chevrolet Silverado
    • 23. Ingredients for a great alert Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 24. Ingredients for a great alert Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Big Data Relevant & Credible Creative & Intelligent Mobile Optimization Speed
    • 25. Ingredient #1: Data Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com 1. Collection 2. Analysis 3. Algorithms Big Data
    • 26. Big Data Relevant & Credible Ingredient #2: Relevant & Credible Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 27. Big Data Relevant & Credible Creative & Intelligent Ingredient #3: Creative & Intelligent Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 28. Big Data Relevant & Credible Creative & Intelligent Mobile Optimization Ingredient #4: Mobile Optimized Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 29. Ingredient #5: Speed Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Big Data Relevant & Credible Creative & Intelligent Mobile Optimization Speed
    • 30. Ingredient #5: Speed Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 31. Mobile Traffic >50%>50% >50%>50%>50% Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 32. Alerts are not a fad Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 33. Alerts are not a fad Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com • 97% of people don’t know what a QR code is • 90% of people read emails daily on their phone • 75% of people want emails from brands Source: Inc.com, HubSpot Study
    • 34. Alerts are not retargeting ads Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 35. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Alerts are not retargeting ads
    • 36. Alerts are not CRM
    • 37. Are you driving urgency with alerts and your website? Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Can we all agree… Alerts drive urgency
    • 38. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 39. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 40. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 41. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com
    • 42. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Is your urgency credible?
    • 43. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Is your urgency credible?
    • 44. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Is your urgency credible?
    • 45. Paul Nadjarian Founder & CEO, Mojo Motors paul@mojomotors.com Roundup 3. Alerts + Mobile drive urgency 1. Consumer behavior is changing 2. Alerts + Mobile are the future 4. Urgency sells cars 5. Don't get caught looks backwards
    • 46. Drop me a line… paul@mojomotors.com 917-398-4060 Questions?