Digital Advertising Dealer Summit <br />September 10, 2008<br />
Welcome<br />
Play 2/3 min video<br />Digital Dealer Speak<br />
OEM (1), Ad Association (2) and Dealer Websites (3)<br />Inventory Aggregation Portals<br />Lead Producers and Resell Aggr...
Automotive Ad SpendShift to Internet<br />
Digital Media Spending Growth<br />*Source: IAB.net<br />
Digital Spend % - TIER I / TIER II<br />Tier I and Tier II spend has increased as Internet shopping activity has grown<br ...
Digital Growth   - Retail Sales<br />Internet Sales as a % of Retail sales continue to grow in importance<br />Source:  CK...
70+%<br />% of Ford buyers research on-line<br />
Car shopper are qualifying dealers by researching online with the vast majority using search<br />All Car Buyers are “Inte...
Moving beyond “Why Digital”<br />
Why doesn’t Auto advertising have the same impact?<br />1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007<br...
Only travel is more influenced by Online media<br />Source: DoubleClickTouchpoints III<br />
“Which one of these information sources was most important when making decisions about buying your vehicle?”<br />
Today’s Biggest Dealer Advertising ChallengeOverspending on Newspaper, Radio, Outdoor & Mail Relative to Usage <br />The A...
Dealer Advertising Budgets Not Aligned<br />1/10			TV & RADIO<br />FEW LEADS<br />3/10			PRINT<br />DILUTED OPPORTUNITY<br...
Dealer Ad Budgets Realigned<br />1/10			TV & RADIO<br />3/10			PRINT<br />8/10			INTERNET<br />MORE LEADS ON OWN<br />STRA...
Dealer generates more high quality leads on own
Dealer quickly captures higher share of online market</li></ul>STRATEGY<br />
Objective AnalysisWhere are Dealers shifting money from, so that Digital Marketing does not increase overall advertising b...
Newspaper spending is declining<br />
It’s not all about the lead<br />71%<br />68%<br />67%<br />64%<br />22%<br />20%<br />21%<br />21%<br />
Only 22% of dealer website visitors submit a lead<br />39% visit a dealer based on information found online<br />
The vehicle shopping process takes about three months for the average AIU<br />10.4<br />11.7<br />6.3<br />14.7<br />7.6<...
One-third of new-vehicle buyers purchase within one month of deciding they need a new vehicle<br />34% Shopping Process <b...
Ecommerce Elite<br />
Most Improved<br />
Lead Volume<br />
Lead Response Time<br />
Percent of Retail <br />
Why Digital? Current Marketplace <br />
Why Digital? Current Marketplace <br />
Why Digital? Current Marketplace <br />
Why Digital? Current Marketplace <br />
Why Digital? Current Marketplace <br />
Ford Lincoln Mercury Co-Op<br />
Ford Lincoln Mercury Digital Advertising Program<br />
Do it yourself<br />Need some assistance<br />Turn Key - Complete<br />Ford Lincoln Mercury Digital Advertising Program<br />
Showroom<br />Phones<br />Lead Response<br />Check Current Process<br />
Resources<br />
Home Portal<br />Resources<br />
DMC<br />Resources <br />
Bulk Email<br />
Most cost effective, highest ROI<br />Bulk Email<br />
WebSite<br />
Standard DealerConnection<br />
Premier Customization DealerConnection<br />
Online and Offline<br />Promoting Your Dealership<br />
ADP Speaker Bio / Introduction<br />
Video<br />
Page 12<br />Google Ad Words<br />
Buyer beware<br />Common Pitfalls <br />
What to Measure<br />
SEO<br /> (Search Engine Optimization) <br />SEM<br />(Search Engine Marketing)<br />Search Defined <br />
Digital Advertising Myths <br />
15 Minute Break<br />
Welcome Back<br />
Turn Key Solution <br />
How much is it?<br />How does it work?<br />Who does the work?<br />Why would I use it?<br />Turn Key Solution<br />
Pricing<br />$495.00 a month<br />Spend only as much as you like with a 20% markup added<br />Month to month contract <br ...
How does it work<br />Turn Key Solution<br />
Who does the work<br />Virtual Marketing Representative (VMR)<br />Turn Key Solution<br />
Turn Key Solution<br />
Metrics<br />KBA<br />Turn Key Solution <br />
Tier I and II Negotiated Pricing cascaded to Tier III<br />Turn Key Solution<br />
Case Studies<br />
Relationships<br />
Specific Media<br />
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2008 digital advertising dealer summit

  1. 1. Digital Advertising Dealer Summit <br />September 10, 2008<br />
  2. 2. Welcome<br />
  3. 3. Play 2/3 min video<br />Digital Dealer Speak<br />
  4. 4. OEM (1), Ad Association (2) and Dealer Websites (3)<br />Inventory Aggregation Portals<br />Lead Producers and Resell Aggregators<br />Specialized Microsites and Landing Pages<br />URL and domain management portfolios<br />CRM and Lead Management Tools<br />Automated Email Marketing and Communication systems<br />Assigned Resources and Business Processes<br />Search Engine Optimization<br />Social Networking and Reputation Management<br />Digital Advertising<br />Search Engine Advertising<br />Content and Demographic Network Ad Placements<br />Behavioral Targeting Campaigns<br />Retargeting Campaigns<br />Site, Services and Event Sponsorship Campaigns<br />What is Automotive Digital Marketing?<br />
  5. 5. Automotive Ad SpendShift to Internet<br />
  6. 6. Digital Media Spending Growth<br />*Source: IAB.net<br />
  7. 7. Digital Spend % - TIER I / TIER II<br />Tier I and Tier II spend has increased as Internet shopping activity has grown<br />Source: Ad Activity, SEM/Display<br />
  8. 8. Digital Growth - Retail Sales<br />Internet Sales as a % of Retail sales continue to grow in importance<br />Source: CKS Sales Match<br />
  9. 9. 70+%<br />% of Ford buyers research on-line<br />
  10. 10. Car shopper are qualifying dealers by researching online with the vast majority using search<br />All Car Buyers are “Internet Customers” Majority of Vehicle Research is Being Done Online<br />
  11. 11. Moving beyond “Why Digital”<br />
  12. 12. Why doesn’t Auto advertising have the same impact?<br />1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007<br />2. 2006 National Automobile Dealers Association Data<br />
  13. 13. Only travel is more influenced by Online media<br />Source: DoubleClickTouchpoints III<br />
  14. 14. “Which one of these information sources was most important when making decisions about buying your vehicle?”<br />
  15. 15. Today’s Biggest Dealer Advertising ChallengeOverspending on Newspaper, Radio, Outdoor & Mail Relative to Usage <br />The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors…<br />Average Dealer Advertising Spendvs.Consumer Media Consumption<br />Dealer Ad Budget Efficiency Gap<br />
  16. 16. Dealer Advertising Budgets Not Aligned<br />1/10 TV & RADIO<br />FEW LEADS<br />3/10 PRINT<br />DILUTED OPPORTUNITY<br />8/10 INTERNET<br />92% of Ad Budget focused at 30% of Customers<br />PRODUCING LESS THAN DESIRABLE RESULTS<br />Where Do You FindThis Sales Opportunity?<br />WHY?<br />8% of Ad Budget focused at 70% of Customers<br /> Dealers are relying on 3rd Party Lead Providers for Digitalwho send same lead to your dealership and others<br />
  17. 17. Dealer Ad Budgets Realigned<br />1/10 TV & RADIO<br />3/10 PRINT<br />8/10 INTERNET<br />MORE LEADS ON OWN<br />STRATEGY<br />2008 AUTO BUYER<br />HIGHER QUALITY<br />HIGHER CLOSING %<br />HIGHER GROSS<br />LOWER COST PER LEAD<br />25% of Ad Budget focused at 70% of Customers<br /><ul><li>Dealer becomes regional buying service
  18. 18. Dealer generates more high quality leads on own
  19. 19. Dealer quickly captures higher share of online market</li></ul>STRATEGY<br />
  20. 20. Objective AnalysisWhere are Dealers shifting money from, so that Digital Marketing does not increase overall advertising budgets or Costs PVR?<br />Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and retail companies.<br />Source: eMarketer<br />
  21. 21. Newspaper spending is declining<br />
  22. 22. It’s not all about the lead<br />71%<br />68%<br />67%<br />64%<br />22%<br />20%<br />21%<br />21%<br />
  23. 23. Only 22% of dealer website visitors submit a lead<br />39% visit a dealer based on information found online<br />
  24. 24. The vehicle shopping process takes about three months for the average AIU<br />10.4<br />11.7<br />6.3<br />14.7<br />7.6<br />0<br />11.0<br />Decide on<br />model<br />Decide it was <br />time to purchase<br />Shop vehicles<br />on the Internet<br />Purchase<br />new vehicle<br />Start visiting<br />dealers<br />Decide on type<br />of vehicle<br />Start actively<br />researching vehicles<br />Source: 2007 J.D. Power and Associates New Autoshopper.com Study<br />Based to AIUs <br />
  25. 25. One-third of new-vehicle buyers purchase within one month of deciding they need a new vehicle<br />34% Shopping Process <br />One Month or less<br />27% Shopping Process <br />Over Five Months<br />
  26. 26. Ecommerce Elite<br />
  27. 27. Most Improved<br />
  28. 28. Lead Volume<br />
  29. 29. Lead Response Time<br />
  30. 30. Percent of Retail <br />
  31. 31. Why Digital? Current Marketplace <br />
  32. 32. Why Digital? Current Marketplace <br />
  33. 33. Why Digital? Current Marketplace <br />
  34. 34. Why Digital? Current Marketplace <br />
  35. 35. Why Digital? Current Marketplace <br />
  36. 36. Ford Lincoln Mercury Co-Op<br />
  37. 37. Ford Lincoln Mercury Digital Advertising Program<br />
  38. 38. Do it yourself<br />Need some assistance<br />Turn Key - Complete<br />Ford Lincoln Mercury Digital Advertising Program<br />
  39. 39. Showroom<br />Phones<br />Lead Response<br />Check Current Process<br />
  40. 40. Resources<br />
  41. 41. Home Portal<br />Resources<br />
  42. 42. DMC<br />Resources <br />
  43. 43. Bulk Email<br />
  44. 44. Most cost effective, highest ROI<br />Bulk Email<br />
  45. 45. WebSite<br />
  46. 46. Standard DealerConnection<br />
  47. 47. Premier Customization DealerConnection<br />
  48. 48. Online and Offline<br />Promoting Your Dealership<br />
  49. 49. ADP Speaker Bio / Introduction<br />
  50. 50. Video<br />
  51. 51. Page 12<br />Google Ad Words<br />
  52. 52. Buyer beware<br />Common Pitfalls <br />
  53. 53. What to Measure<br />
  54. 54. SEO<br /> (Search Engine Optimization) <br />SEM<br />(Search Engine Marketing)<br />Search Defined <br />
  55. 55. Digital Advertising Myths <br />
  56. 56. 15 Minute Break<br />
  57. 57. Welcome Back<br />
  58. 58. Turn Key Solution <br />
  59. 59. How much is it?<br />How does it work?<br />Who does the work?<br />Why would I use it?<br />Turn Key Solution<br />
  60. 60. Pricing<br />$495.00 a month<br />Spend only as much as you like with a 20% markup added<br />Month to month contract <br />Turn Key Solution <br />
  61. 61. How does it work<br />Turn Key Solution<br />
  62. 62. Who does the work<br />Virtual Marketing Representative (VMR)<br />Turn Key Solution<br />
  63. 63. Turn Key Solution<br />
  64. 64. Metrics<br />KBA<br />Turn Key Solution <br />
  65. 65. Tier I and II Negotiated Pricing cascaded to Tier III<br />Turn Key Solution<br />
  66. 66. Case Studies<br />
  67. 67. Relationships<br />
  68. 68. Specific Media<br />
  69. 69.
  70. 70. Question and Answer Panel<br />

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