Content is King in a Web Marketing Strategy for Top Line Growth
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Content is King in a Web Marketing Strategy for Top Line Growth Content is King in a Web Marketing Strategy for Top Line Growth Presentation Transcript

  • Content is King in a Web Marketing Strategy for Top Line Growth
    February 2, 2011
    Aftermarket eForum
  • Content is king,
    But…..
    content alonedoesn’tget it done
    2
  • thekey to success is
    E-commerce…making sales, either online or offline
    3
  • Online shoppers don’talways
    purchase online
    Online research influencesin-store purchases
    4
    45% of in-store purchases now are influenced by online research (1)
    53% of total retail sales will be influenced by 2014 (2)
    Sources: (1) Forrester 2009, (2) Forrester March 2010
  • The definition of “e-commerce” sales can be misleading…
    Anyelectronic order made over the internet could be included
    5
  • Aftermarket online ordering includes
    6
  • Today we will
    Cover the reasons customers go online.
    Develop a list of what is important and expected by both DIY and professional service providers.
    Identify and review the top retail and manufacturer sites.
    Present a checklist as a guide to improve your site.
    7
    Content is King
  • How Big is E-Commerce?
    E-Commerce vs. Total U.S. Retail Sales
    8
    2012
    10.7% - $334.7 b - (non-travel, full year est.)(2)
    Largest by percentage - est. 2012 (2)
    55% - $37.1 b - Computer hardware & software
    43% - $9.7 b - Event tickets
    35% - $15.4 b - Gift cards & certificates
    35% - $11.7 b - Music & videos
    32% - $13.2 b - Toys & video games
    30% - $3.1 b - Baby products
    29% - $29.5 b - Consumer Electronics
    4% - $30.9 b - Autos & auto parts
    2009
    3.6%
    $131.8 b (1)
    254% Increase
    Sources: (1) eMarketer/Plunkett Research, Ltd 2010; (2) Forrester Research, Inc & data from North American Technographics Benchmark Survey, 2007 - Forecast U.S. eCommerce (non-travel) 2007-2012
  • Why Shop Online?
    All Consumers/All Products (1)
    71% - Of U.S. consumers are using the internet (2)
    Price is not the driving force for using the internet
    9
    Sources: (1) Nielsen Online survey 2007, eStudy by BizRate 2007, (2) SEMA Research & Information Center 2007
  • Online Activities
    Percentage of Internet Users Surveyed
    Source: Pew Internet & American Life Project, Plunkett Research, Ltd. 2010
    10
  • Auto Parts - DIY
    80% - Use for high dollar parts, especially accessories
    11
    Source: TLG - The Langer Group 2010
  • Auto Parts - DIFM Professionals
    Source: TLG - The Langer Group 2010
    12
  • Auto Parts
    Professional Technicians Use the Web
    13
    Source: Babcox Internet Study 2007
  • Auto Parts
    Professionals Use the Web
    14
    Use aftermarket manufacturers’ web catalog
    Technicians look up their own parts
    Use manufacturers’ web catalog over 20% of the time
    Use full line catalog (store)
    Source: NCMA Catalog Use Survey 2008
  • Professionals Use the Web
    Next three slides are details of information from NCMA surveys of counter personnel, technicians and professional service providers.
    We’ll go through these VERY quickly in this presentation, but we wanted to include this information so when you download the presentation you will have the details and be able to study them more closely.
    15
  • Counter personnel and service providers
    16
    What is Important to Professionals
    Source: NCMA Catalog Use Survey 2008
  • What is Important to Professionals
    Full-line (retail) electronic catalogs
    What is Important in Full-Line Electronic Catalogs to Professionals?
    Source: NCMA Catalog Use Survey 2008
    17
  • What is Important to Professionals
    Manufacturers’ online catalogs
    What is Important in Manufacturers' Online Catalogs to Professionals?
    18
    Source: NCMA Catalog Use Survey 2008
  • What is Important to Professionals
    The “short” list
    19
  • Top Replacement Products(1)
    • Air filters
    • Fuel filters
    • Transmission filters
    • Wiper blades
    • Car batteries
    • Brake rotors
    • Brake pads
    • Headlamps
    • Spark plugs
    20
    Who is the Online Competition?
    Source: (1) IMR
  • Looking for “Auto Parts”
    (based on the number of times listed on first page of Google Search results)
    Top Sites
    Advance Auto Parts
    Auto Parts Warehouse
    JC Whitney
    NAPA Online
    Parts Train
    Pep Boys
    21
  • Search Engine Optimization
    SEO is a seminar in itself…however, to improve search results
    Frequent updates of key words in page headers, text and image captions
    Metatags
    Loading news releases, newsletters
    Use blogs and forums for technical and installation tips
    Product features & benefits
    Product & performance specifications
    Installation instructions
    22
  • How does your website’s features compare
    to these manufacturers?
    23
    • Federal-Mogul
    • Delphi
    • ACDelco
    • Affinia
    • Honeywell
    • SMP
    • UCI
    • Tompkins/Gates
    • Tenneco
    • Cardone
    • Coni-Seal
    • Stant
  • Key types of features found on manufacturer and retail sites
    24
    Benchmark Checklist
  • Most manufacturers present their data more clearly than retailers
    • Manufacturers have limited product types
    • Retail sites blend product data from all manufacturers
    • Specific application data is frequently in a comment or description field
    25
    Benchmark Checklist
  • Benchmark Checklist
    Many manufacturers and retail sites make searches easier by selecting a job vs. a part type
    • All products available are displayed together
    • Related jobs are presented as options
    • Retailers offering multiple brands can show recognized brand logos
    26
  • Look up by Product Category, Job, Part No.
    Recommend related jobs, related products
    27
  • Benchmark Checklist
    Troubleshooting information should be provided so products are not needlessly replaced
    Replacement and installation instructions
    System training
    Manufacturers and retailers usually offer phone and e-mail options or store locations
    28
  • Look up Part No.
    Job diagram links common solutions
    29
  • Benchmark Checklist
    • Customer product ratings impact sales
    Consumer reviews are significantly more trusted – nearly 12 times more – than descriptions from manufacturers. (1)
    High product rating will increase likelihood of purchase for 55% of consumers. (2)
    Customer reviews are the most effective social tactic for driving sales followed by question and answer features. (3)
    • Remember the customer and their history on your site
    Build a relationship
    Speed product selections
    30
    Sources: (1) eMarketer, Feb. 2010 survey of internet users, (2) eConsultancy, July 2010), (3) E-Tailing survey Sep. 2009
  • Look up Part No.
    See customer ratings
    31
  • Making sales is the key to success
    Manufacturers
    B2B in secure are for approved customers only
    Retail stores
    B2B and/or B2C in secure area for approved customers
    B2C in public area with security for customer information
    Some refer customers to brick-and-mortar store locations
    Benchmark Checklist
    32
  • Benchmark Checklist
    • Fewer decisions and “clicks”
    Sites work and information delivered faster
    • Eliminate decisions not required
    • Some sites deliver “no part” after a series of decisions
    • Many searches can be done in a single field, including looking up applications
    • An integrated thesaurus allows use of multiple and common terms
    Oxygen sensors, O2, etc.
    33
  • Few Decisions, Fewer “Clicks”
    No “go” required, automatically displays next options
    Text search allows additional options for fast lookups
    34
  • Benchmark Checklist
    • VIN lookup can eliminate errors
    Once again, a “Google” type search field can be used
    • Multiple languages make one site available to more customers
    • After part lookup is complete, link troubleshooting and training
    35
  • VIN “Google” Search
    Partial VIN to VIN list – select VIN – Fill in YMME
    36
  • Benchmark Checklist
    “Compare” has many uses
    • Identify the correct part
    For retail sites, many application details are included in the product description field . Comparing similar products helps identify the correct part.
    • Features, benefits, selling information
    • Product quality options
    • Pricing options
    37
  • Compare Products
    Identify correct parts
    Features, benefits, selling information
    Product quality
    Price
    38
  • Benchmark Checklist
    Key features found on manufacturer and retail sites
    39
  • Benchmarking
    Many companies do some review of other sites, usually competitors
    No regular and formal methods were identified
    40
  • Where are We Now?
    41
  • Future - Online & In-Store
    “Information on demand” is closer than ever
    Smart phones ARE PCs with internet connectivity
    Think cross-channel – online and brick-and-mortar
    42
    • Use all resources to PROVIDE information - In-store UPC or QR codes - Mobile phone scans code for link and instant product information
  • The future is NOW - Movingfast… AND gettingFASTER
    Search for information
    Comparison shopping
    Product ratings
    More…
    43
    Areyou KEEPINGupWithinformation, competition and Changes?
  • Action Items
    44
  • “An organization’s ability to learn, and translate that learning into action rapidly,is the ultimate competitive advantage.” Jack Welch, former CEO of General Electric
    “It’s simple, but not easy.” Lou Epstein, The Partnership Foundation
  • 46
    THANK YOU.
    TOM MARX
    CEO/President
    tmarx@themarxgrp.com
    415.453.0844 ext. 106
    JOHN NODSON
    Market Specialist
    jhnodson@themarxgrp.com
    914.482.0683
    To download the Benchmark Checklist visit
    www.themarxgrp.com/benchmarkchecklist.pdf