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Automotive Digital Marketing Search Marketing Combined Strategy

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Automotive Digital Marketing Search Marketing Combined Strategy. Learn more at http://www.automotivedigitalmarketing.com/

Automotive Digital Marketing Search Marketing Combined Strategy. Learn more at http://www.automotivedigitalmarketing.com/

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  • 1. J. D. Power Autoshopper.com Study presented in Las Vegas 10/8/2008: Automotive Internet Usage (AIU) rates continue to increase Automotive Internet Usage (AIU); New1 and Used2 Vehicle Buyers – 10 Year Trend New Used 80% 75% 70% 70% 67% 68% % of All New and Used Car Buyers 64% 64% 60% 60% 66% 60% 54% 61%^ 59% 50% 54% 53% 40% 47% 47% 40% 43% 30% 33% 26% 20% 10% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2008 New Autoshopper.com Studies 2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2008 Used Autoshopper.com Studies © 2007 J.D. Power and Associates, 1 The McGraw-Hill Companies, Inc. All Rights Reserved.
  • 2. Engaging the consumer for higher conversion rates •Engaging, Simple to Use Web Site Designs •Easy, Flexible Content Management •Enterprise Content Management - Syndication •Inventory Display and Management •Multiple Lead Distribution Routing/Format Capabilities •Live Chat Integrated with Sites and eNewsletters •ADP Business Online Tools: Secure Consumer Account Finance Online Service Online Buy Online
  • 3. Live Site Demonstration
  • 4. Live Site Demonstration
  • 5. Live Site Demonstration
  • 6. Content Management System (CMS)
  • 7. Why should Dealer consider ADP’s BusinessOnline capabilities as a significant factor in selecting their Dealer Web Site provider? 42%
  • 8. White-listed eNewsletters Performance Metric Our Average Industry* • Delivery 99.8% 75.3%-84.9% • Open 20.9% 10.9%-14.0% • Click 20.0% 5.2%-13.3% • Avg Dealer List 4,000 Monthly Influenced Revenue (Average Dealer): • Service Appointments 16+ • Vehicle Sales 4+ • Average Dealer Gross $9,456 • Repeat Customer Gross +$300 Annual Influenced ROI • Average Dealer Gross $113,472 • Return 24 :1
  • 9. Digital Solutions Performance Consulting Team 1. Unique Visitors: Digital Marketing Efficiencies Dealer 2. Conversion Ratio: ‘Vital Statistics’ Site Content & Maintenance Review 3. Appointment Ratio: Lead Management Process 4. Show Ratio: Confirmation Process 5. Showroom Close Ratio: Preparation & Reception Process Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation.
  • 10. Integrated Traffic Maximization Strategy Organic Search 1. Content Optimization 2. UGC Link Popularity 3. Search Robots 8 Points of Traffic Analytics Growth Synergy Omniture & Competitive Intelligence (ClickStream & HitWise) Search Ads Display Advertising 4. Keyword Enriched 6. CTR Optimized Media Sponsored Links & URL’s 7. Targeting Networks 5. Contextually Optimized 8. Key Site Placements Deep Link Landing Pages
  • 11. Use of an Integrated SEO and SEM Strategy Optimized Dealership presence in organic and paid search listings reinforces and increases the results from both strategies: – Generates increased consumer trust – Increases perceived value by consumer Paid Search Results – Campaign integration Paid Search Results – Dealer budget drives incremental traffic – Best value and results – Higher Quality Scores = Lower Cost Per Click
  • 12. Why the ADP Digital Advertising Team? Staff – 20 full time search marketers / dedicated analysts – Broad Experience – many verticals, consumer / b2b, sales / lead, international – 2 to 10 years search experience – Dedicated VMR’s work with dealership managers Search Engine Optimization – 2,000+ websites (BZ & Dynamic Websites, ADP ES Global) – 25% to 35% of ADP Website leads generated from organic search Paid Search and Display Advertising – Manage ten million dollar ad spend – Google certified Search Marketing Team – Sophisticated campaign / bid management – ADP is a Google Enterprise Partner Measurement – Omniture Analytics – on demand reporting – Search Analysis – links, rankings, campaign suggestions, leads – Competitor Analysis – we know the keywords that perform for your competition – Conversion Analysis – we have ongoing optimization of your campaigns
  • 13. Omniture Web Analytics • Search Marketing – Impressions, Clicks, CTR – Web and Phone Leads – Compare Conversion Rates – Revenue, ROAS – Click Fraud Monitoring • Visitor Reports – Visits, Referring Domains – Popular Pages, Pathing – Visitor Profiles
  • 14. Search and Display Advertising
  • 15. Retargeting to Consumers Who Visited Your Site Paid Search TV Display Ads Driving qualified prospects to Post Visit your site is expensive Marketing It’s cheaper to convert a qualified prospect than to create a new one
  • 16. Competitive Analysis: Benchmarking Competitive Set – Benchmark growth – Visitor Length – Demographics – Competitor Keywords – Advertising Opportunities – Upstream traffic – Downstream traffic
  • 17. Competitor Traffic Analysis: Clickstream UPSTREAM – Websites visited before arriving DOWNSTREAM– Websites visited after leaving at an Dealer COMPETITOR site an Dealer COMPETITOR site
  • 18. A well orchestrated and easy transition • Dedicated team with experience  Account Management  Implementation Team  Development Team  Support Team  Field Training Team • Phased Approach
  • 19. Dealer Cost Reductions – 1 Partner (ADP) Optional items that Dealer is getting from third parties today that we could assist with…. • Bundled solution offering deeper discounts  Search Advertising and Display advertising  Digital Marketing consulting  Business Online - Finance On Line, Service Online, Buy Online  eNewsletter  Live Chat  Vehicle videos  Lead management  Call tracking  Google audio All delivered from a company that is in it for the long haul
  • 20. Optional Digital Marketing Solutions • Search Engine and Website Display advertising • Digital Marketing Consulting • FinanceOnline • Vehicle videos • White-listed eNewsletter • Live Chat • Lead management • Call tracking • On-line Service Scheduling
  • 21. Integrated Traffic Maximization Strategy Organic Search 1. Content Optimization 2. UGC Link Popularity 3. Search Robots 8 Points of Traffic Analytics Growth Synergy Omniture & Competitive Intelligence (ClickStream & HitWise) Search Ads Display Advertising 4. Keyword Enriched 6. CTR Optimized Media Sponsored Links & URL’s 7. Targeting Networks 5. Contextually Optimized 8. Key Site Placements Deep Link Landing Pages
  • 22. Digital Solutions Performance Consulting Team 1. Unique Visitors: Digital Marketing Efficiencies Dealer 2. Conversion Ratio: ‘Vital Statistics’ Site Content & Maintenance Review 3. Appointment Ratio: Lead Management Process 4. Show Ratio: Confirmation Process 5. Showroom Close Ratio: Preparation & Reception Process Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation.
  • 23. Finance on Line Dealer-Controlled Pre-Approval Rules • Uses Consumer Credit Report • Real-time Data Secure Environment • Secure Transmission of Credit App • No Email of Sensitive Customer Data • Info Saved in Secure Account for Consumer to View, Edit, or Withdraw Integration Points • Equifax, TranUnion, Experian • w.e.b.Credit • Buy Online • Lead Management / CRM ADP’s Finance Online is Specifically designed to: • Target credit buyers • Increase visit-to-lead conversion • Capture more customer information • Provide rules-based pre-approval • Produce highly qualified organic leads
  • 24. Where can Videos be Played?
  • 25. eNewsletter Performance Metric Our Average Industry* • Delivery 99.8% 75.3%-84.9% • Open 20.9% 10.9%-14.0% • Click 20.0% 5.2%-13.3% • Avg Dealer List 4,000 Monthly Influenced Revenue (Average Dealer): • Service Appointments 16+ • Vehicle Sales 4+ • Average Dealer Gross $9,456 • Repeat Customer Gross +$300 Annual Influenced ROI • Average Dealer Gross $113,472 • Return 24 :1
  • 26. Live Chat • Engage more browsers- 90% of customers leave your dealer site without leaving any information Total • Serious Buyers- 88% of Live Chat users buy Average Monthly within a month Monthly Dealer Close Units Sold Gross Rate on Live • Live Chat increases site stickiness- 40% say they Monthly Chat would surf away from your site without Live Live Leads Chat Chat $4,467 Leads 3 Units • Allows you to build trust and rapport prior to visiting your store 28% 11 • Live Chat leads close at a 1.6 times higher rate on average than dealer website leads The Average Dealer ROI For Live Chat • Second highest closing online lead source is 10:1 + behind Black Book Online • Floor Traffic – 80% of Live Chat users physically visit your dealership
  • 27. SEO Development Enhancements • Meta-tag Management – automation, defaults, protection • Meta-tag Distribution – to many sites • Domain level Meta-tag Management • Multi-lingual Meta-tag Management • URL Structure – Search optimization • Inventory URLs – enable search engines to access inventory • Site Map - optimization