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2008 digital advertising dealer summit

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