Marketing by the numbers

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Google has done a great job breaking down the steps consumers go through when shopping on line, but how do you execute this in your dealership?

That was the topic of my Digital Dealer 12 discussion "Marketing By The Numbers"

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Marketing by the numbers

  1. 1. Marketing ByThe NumbersExecuting ZMOT In Your Store Larry Bruce President / CEO OnlineDrive @pcmguy
  2. 2. What Does ItTake To Win Here?
  3. 3. 7 5
  4. 4. 4.5 Trillion Ad impression In 2011 31.2% 10.1% 400 Million 200 Million+ 1Billion Impressions SOURCE: THE NEILSEN CO. 2011
  5. 5. 1 3
  6. 6. 4 Hours per day: What the Avg. US households spends watching TV
  7. 7. Database Web Targeting
  8. 8. Display & Social
  9. 9. 6 5 53 MM
  10. 10. 1.1 TRILLION Display Ads Delivered Per Quarter346 Million 31% 27 Million 2.5%
  11. 11. Display & Social
  12. 12. Display & Social
  13. 13. Display & Social
  14. 14. Display & Social First Name Last Name Email Address Home Phone Mobile
  15. 15. 6 & 2
  16. 16. 3X Increase in CTR 6X Increase In Sale Ratio4X Increase In Show Rate2X Increase In Sale Ratio
  17. 17. Landing 24.7% ConversionRate
  18. 18. First Name Last Name Email Address Home Phone MobileFollow up Remaketing17% CTR / 27% of sales came fromthe remarketing campaign
  19. 19. 7 8
  20. 20. People Look for a car first, and a dealership second.”LARRY BRUCE, 2003OnlineDrive President / CEO
  21. 21. Search Display Targeting audi a4
  22. 22. Display Ads Based On Search History
  23. 23. 4.2% of competitivecustomers visit thedealership at this level of First Namethe funnel with a 36% Last Name Email Addressaverage sale ratio Home Phone Mobile
  24. 24. 2 &23
  25. 25. Product Marketing Increase In Click Through 4X3XIncrease In Lead Conversion
  26. 26. Product Marketing First Name Last Name4X Email Address Home Phone MobileIncrease In Show Rate
  27. 27. Product Marketing
  28. 28. Product Marketing
  29. 29. Product Marketing
  30. 30. Product Remarketing First Name Last Name Email Address Home Phone22% MobileRecapture Rate
  31. 31. Don’t take our word for it 4000 Businesses In Lead Generation
  32. 32. We have forgotten, We are marketing a product not a website.”LARRY BRUCE, 2012OnlineDrive President / CEO
  33. 33. Your dealership is a service company with a product offering.”LARRY BRUCE, 2007OnlineDrive President / CEO
  34. 34. Free Home Delivery Life Time Warranty Delivery In 90 Min Or Its Free Service Pick Up & DeliveryMoney Back Guarantee
  35. 35. Search Display Targeting
  36. 36. Conversion Path
  37. 37. Store Branded KeywordsWhen we stopped running this ad lead fell off by 24% ROI on store branded keywords is 700%
  38. 38. 00
  39. 39. Store Branded Keywords
  40. 40. 2876 visitors317 LeadsConversion Rate 10.1 %44 SalesSale Ratio 14%$82,500 GPROI 485%
  41. 41. • Start with your Customer Base • Database Web Targeting… Keep them close • Get higher in the funnel and add value there, usehow to dealership based incentives to get the visit & stop the shopping cycle-noun • Be Where the customers are… ALL steps of the cycleA set of step-by-step • Stimulusinstructions for • Product • Dealershipaccomplishing a • Understand what they wantcertain task or from YOUreaching a certain • Do you have what I want & do I have choice?objective • How much is it going to cost me? • How easy are you to deal with? • Recognize you are marketing a product not a website • Make a strong compelling offer • Single clear call to action • Social Proof

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