Cbs df wvehicles-digital-marketingpresentation11-07-07_0630_hrs


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  • Definition for this discussion Reality of how we think about it……
  • This year we saw a 2%-point increase in AIU rate for both new and used. 70% of NVB use the internet to vehicle shop, and 61% of UVB Older buyers are still giving us the fastest growth 14% of NVB don’t use the Internet and 22% of UVB don’t have access
  • Resp: DD Need screen shots for Buzztrak need to be VW / Audi specific
  • Confidential
  • Confidential
  • Ralph Paglia to explain concept of ADP Digital Marketing Team provided capabilities for Online Ad Campaigns to be either managed by ADP, or to be managed by dealership managers trained by ADP, or a hybrid approach where the dealership managers select digital ad campaigns from templated ADP campaigns provided for their use.
  • Cbs df wvehicles-digital-marketingpresentation11-07-07_0630_hrs

    1. 1. ADP Digital Marketing CBS
    2. 2. AGENDA Outline for CBS Meeting November 7, 2007 <ul><li>Introductions </li></ul><ul><li>Why ADP Digital Marketing: </li></ul><ul><ul><li>People/Org Chart </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><li>Proposal/Marketing Plan: </li></ul><ul><ul><li>Phase I. Marketing Plan - DFW: </li></ul></ul><ul><ul><ul><li>ST Goal is take from current 300/day  1,000+/day </li></ul></ul></ul><ul><ul><ul><li>Support and hosting of current SEO/search site </li></ul></ul></ul><ul><ul><ul><li>Updates, phone calls, etc. </li></ul></ul></ul><ul><ul><li>Phase II. National Launch: </li></ul></ul><ul><ul><ul><li>Regional websites </li></ul></ul></ul><ul><ul><ul><li>URL’s </li></ul></ul></ul><ul><ul><ul><li>Marketing plan </li></ul></ul></ul>CBS & ADP Team Bill Reilly Ralph Paglia
    3. 3. <ul><li>“ To gain an insight and understanding of ADP’s ability to outsource CBS’s automotive search engine website program designed to help dealers sell more vehicles by generating more consumer visits and leads. Scope of outsourced services includes hosting and ongoing support, site traffic development and an expanded national launch of regional auto shopping sites using as the prototype with proven and associated Marketing support tools” </li></ul>Meeting Objective
    4. 4. AGENDA Outline for CBS Meeting November 7, 2007 <ul><li>Director of Digital Marketing </li></ul><ul><li>OEM and National Strategic Accounts </li></ul><ul><li>Industry expert in Digital Advertising-Marketing </li></ul><ul><li>Responsible for driving over 144k leads to single-point Chevrolet dealership in 2.5 years </li></ul><ul><li>Strategic planner and consultant to multiple dealer groups and national enterprise customers </li></ul><ul><li>Digital Marketing strategy and tactical implementation leader for several OEM’s </li></ul><ul><li>Leader in analyzing research information and data, then transforming into strategic planning </li></ul>Ralph Paglia
    5. 5. AGENDA Outline for CBS Meeting November 7, 2007 Bill Reilly <ul><li>Vice President, GM, Digital Marketing </li></ul><ul><li>ADP Dealer Services </li></ul><ul><li>Manages Web, Lead Management and Digital Marketing Consulting businesses </li></ul><ul><li>Responsible for $55M+ Revenue and 175 associates </li></ul><ul><li>Prior to ADP and BZ, ran Internet and CRM business for Rey Rey (Cyber Car) </li></ul><ul><li>Digital Marketing strategy and tactical implementation leader </li></ul>
    6. 6. Digital Marketing Strategy TRANSACT BUSINESS MANAGE CUSTOMERS GENERATE TRAFFIC YOU DO IT Website Mgmt Campaign Mgmt Digital Ad Mgmt WE HELP Web Content Virtual Test Drives Vehicle Content Digital Media Mobile Marketing AutoVoice Marketing WE DO IT SEO / SEM Placement Call Tracking Managed Marketing Svcs Managed Advertising Svcs DEAL MGMT SUITE BUSINESS ONLINE SUITE LEAD CONVERSION PROSPECT YOU DO IT Showroom Mgmt Internet Lead Mgmt WE HELP Lead Scoring Call Routing Call Reporting WE DO IT Managed Lead Mgmt Svc Managed Inbound BDC WEBSITE SOLUTIONS PROSPECT MARKETING ADVERTISING REPEAT BUSINESS YOU DO IT BDC Solutions WE HELP Best Practices Content Customer Data Enhancement Direct Mail Execution WE DO IT Managed Sales Loyalty Managed Service Loyalty CUSTOMER LOYALTY VEHICLE PURCHASE SERVICE PARTS / ACCESSORIES Buy Online Service Online Finance Online Parts Online Accessories Online w.e.b.Desking w.e.b.Menu w.e.b.Credit w.e.b.FI Digital Contracting
    7. 7. ADP Digital Marketing Assets (Macro) BZ NetTrak Dynamic IPNS CustomerTouch
    8. 8. <ul><ul><li>We provide services for several of the largest groups in the world using this platform: </li></ul></ul><ul><ul><ul><li>AutoNation Group One </li></ul></ul></ul><ul><ul><ul><li>Lithia Van Tuyl </li></ul></ul></ul><ul><ul><li>Platform is oriented towards online transactions. </li></ul></ul>BZ NetTrak IPNS CustomerTouch Dynamic Dynamic Websites
    9. 9. BZ NetTrak Dynamic IPNS <ul><li>BZ is the premier provider of Consumer facing Web solutions in the Auto industry. They offer 11 products which are generally bundled together into a solution which is sold to a retailer. </li></ul><ul><li>Highest conversion websites (visitor to lead ratio) </li></ul><ul><li>Interactive Digital content </li></ul><ul><li>Search Optimization and Search Marketing </li></ul>CustomerTouch BZ Results
    10. 10. <ul><li>NetTrak is one of the premier providers of Internet Lead management software within the Auto industry. They have over 1,000 customers and almost all BZ customers use this as their Internet Lead management product. </li></ul><ul><ul><li>NetTrak accepts and parses leads from over 600 lead sources </li></ul></ul><ul><ul><li>Platinum award from Wards Automotive in 2006 for Internet Lead Management products and the Gold award in 2007 </li></ul></ul><ul><ul><li>Primary focus today is to provide an ILM solution for the BZ business. </li></ul></ul>BZ Dynamic IPNS CustomerTouch NetTrak NetTrak Internet Lead Management
    11. 11. <ul><li>Customer Touch is Outsourced Marketing Services for retailers </li></ul>CustomerTouch BZ NetTrak Dynamic IPNS Customer Touch
    12. 12. Why ADP Digital Marketing? <ul><li>Automotive Industry experience </li></ul><ul><li>Research and experience focused </li></ul><ul><li>Resources (Technology, Personnel) </li></ul><ul><li>Digital Marketing Know-How </li></ul><ul><li>Industry Leading Products </li></ul><ul><li>Proven Leader in Digital Marketing </li></ul>
    13. 13. Research and Experience <ul><li>Experience - 2000+ Digital Marketing customers (Dealer, Group and Enterprise level) </li></ul><ul><li>Partners with Research Leaders (JD Powers, Forrester, Cap Gemini) </li></ul><ul><li>Industry Conference participation </li></ul>
    14. 14. <ul><li>ADP Digital Marketing works closely with J. D. Power and Associates to ensure that all relevant research is available and considered as we develop capabilities, products and services </li></ul><ul><li>Working together with J. D. Power’s research team provides ADP with deep insight when reviewing various metrics generated by the data we aggregate from thousands of dealerships, and the visitor traffic, sources and characteristics from over 2,000 automotive web sites </li></ul>
    15. 15. J. D. Power Study presented in Las Vegas 10/18/2007: Automotive Internet Usage (AIU) rates continue to increase 1 Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2007 New Studies 2 Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2007 Used Studies Automotive Internet Usage (AIU); New 1 and Used 2 Vehicle Buyers – 9 Year Trend % of All New and Used Car Buyers © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.
    16. 16. Willingness to fill out a Request for Quote form online is not growing amongst new-vehicle buyers © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. Based to total new-vehicle buyers Source: J.D. Power and Associates 2004-2007 New Studies % of All New Vehicle Buyers
    17. 17. 23% of Used Vehicle Buyers found their Vehicle Online © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. Based to late model used-vehicle buyers Source: J.D. Power and Associates 2003-2007 Used Studies 2003 2004 2005 2006 2007^ % of All Used Vehicle Buyers
    18. 18. Reach 27% 21% 55% 22% 21% 39% 31% 11% 54% 25% Auto shoppers can be found on non-auto sites © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. Base: All vehicle buyers with internet access
    19. 19. J. D. Power 2007 AutoShopper Research Summary <ul><li>Manufacturer and independent sites have reached parity in popularity and use by online auto shoppers </li></ul><ul><ul><li>Dealer sites will be next significant increase in car buyer usage </li></ul></ul><ul><li>Internet is only marketing and communication medium that works efficiently across the entire shopping funnel </li></ul><ul><li>Significant online shopping activity occurs six months prior to car buyers making actual purchase </li></ul><ul><li>Highest bump in online auto shopping occurs within the month of purchase </li></ul><ul><li>Purchase reporting and web-wide behavioral data are now being linked for the first time creating new marketing insights </li></ul>© 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.
    20. 20. Why should CBS consider ADP’s online Transactional capabilities as a factor in selecting their Auto Shopping Portal services provider? 42%
    21. 21. WHY? CURRENT MARKETING PRACTICE OPPORTUNITY 2007 AUTO BUYER PRODUCING LESS THAN DESIRABLE RESULTS 90% of Ad Budget focused at 30% of Customers 10% of Ad Budget focused at 70% of Customers Excessive Reliance on Offline Media to Generate Online Behavior = Not Enough Site Traffic 1/10 TV & RADIO 3/10 PRINT 7/10 INTERNET FEW CAR SHOPPING VISITORS TO DILUTED OPPORTUNITY [ HOME ]
    22. 22. NEW DIGITAL MARKETING STRATEGY STRATEGY 2008 AUTO BUYER STRATEGY 50% of Promo Budget invested where 70% of Car Buyers shop MORE LEADS ON OWN HIGHER QUALITY <ul><li>DFWvehicles positioned as regional shopping/buying service </li></ul><ul><li>DFWvehicles captures higher share of online car shoppers </li></ul><ul><li>DFWvehicles generates increased volume of leads </li></ul>HIGHER CLOSING % HIGHER GROSS LOWER COST PER LEAD 1/10 TV & RADIO 3/10 PRINT 7/10 INTERNET [ HOME ]
    23. 23. ADP Digital Marketing Methodology
    24. 24. ADP Digital Marketing Methodology
    25. 25. ADP Digital Marketing Methodology
    26. 26. ADP Digital Marketing Methodology Figure 4: This chart illustrates a step-by-step “weighted conversion analysis.” Conversion influencers are factored into the analysis in sequence – from the “last ad” to frequency, multiple media channels, recency of ads, ad size, and engagement with rich media ad formats.
    27. 27. <ul><li>Help your dealer clients generate more business opportunities at lower costs </li></ul><ul><li>Keep CBS informed of Digital Marketing performance and results </li></ul><ul><li>Increase Dealer ROI, reduce CBS campaign costs and increase search engine positions </li></ul><ul><li>Improve visitor to lead conversions and track all ad campaigns </li></ul>ADP Digital Marketing Methodology
    28. 28. Dealer Satisfaction & Increased Performance <ul><li>Best Practice Workshops </li></ul><ul><li>Consulting (Webinars) </li></ul><ul><li>Pro-active Support, Automated reports, monthly review of results (AutoTrader success = report on impressions) </li></ul><ul><li>Lead Management tool (with Interactive communication to consumer) </li></ul><ul><li>Measure all phone calls generated (Call Tracking) </li></ul>
    29. 29. <ul><li>Launch Best Practice Workshops for Dealership Managers, DFWv Sales Specialists and CBS stakeholders </li></ul><ul><li>Assess each dealer’s current state – Mystery Shop Score </li></ul><ul><li>Create Action Plans for dealer performance improvement </li></ul><ul><li>Optional CBS-ADP branded In-store Performance Consulting, training and Department Architecture </li></ul><ul><li>Create CBS Automotive Digital Marketing University </li></ul><ul><li>Monitor Vital Statistics by dealer and proactively reach out to highest lead receiving stores to improve human resource assets , process execution and skills development </li></ul>Dealer Performance Consultants ROI from each Dealer’s Investment in D F Wv is HIGHLY Impacted by their Dealership Employee’s handling o f DFWv originated Leads/Phone Calls…
    30. 30. <ul><li>NetTrak Lead Manager </li></ul><ul><li>Automated Processes </li></ul><ul><li>Manage Opportunities </li></ul><ul><li>Organize Information </li></ul><ul><li>Loyalty Management </li></ul><ul><li>Capture Details </li></ul><ul><li>Configurable Rules </li></ul><ul><li>Communication Settings </li></ul><ul><li>User Level Reporting </li></ul>INTERNET LEAD MANAGEMENT TOOL
    32. 32. EMAIL NEWSLETTER MARKETING Gets Through ISP Spam F ilters to Drive Tra ffic into <ul><li>LOCAL CONTENT </li></ul><ul><li>ADP PROVIDED PROESSIONALLY WRITTEN ARTICLES </li></ul><ul><li>SEGMENTED AND TARGETED DATABASE BY VEHICLE BRAND </li></ul><ul><li>CAN-SPAM COMPLIANT </li></ul>Re-engages DFWv visitors that Dealers don’t f ollow up with! Gets them back to D FWv – Recycled Sales Opportunities! [ HOME ] [ SOLUTIONS ]
    33. 33. Call Tracking <ul><li>Provides true ROI on advertisements </li></ul><ul><li>Increase call to appointment % </li></ul><ul><li>Allows dealer to listen to each inbound sales call </li></ul><ul><li>All reports are customizable and emailed daily/weekly/monthly </li></ul><ul><li>Lifetime training for dealership management </li></ul><ul><li>All numbers are national toll free at no extra charge </li></ul><ul><li>40%+ less in cost to dealer compared to competition </li></ul><ul><li>ADP Exclusive Partner </li></ul><ul><li>Co-patent holders of the Call Tracking technology </li></ul><ul><li>16 years experience, thousands of clients in the US and Canada </li></ul><ul><li>Over 300 k ads tracked DAILY </li></ul><ul><li>6 M calls routed each month </li></ul>
    34. 34. <ul><li>Staff </li></ul><ul><ul><li>10 full time search marketers / Dedicated analyst </li></ul></ul><ul><ul><li>Broad Experience – many verticals, consumer / b2b, sales / lead, international </li></ul></ul><ul><ul><li>2 to 10 years search experience </li></ul></ul><ul><li>Search Engine Optimization </li></ul><ul><ul><li>2,000 BZ sites, Dynamic Websites </li></ul></ul><ul><ul><li>25% - 35% of BZ leads generated from organic search </li></ul></ul><ul><li>Paid Search Marketing </li></ul><ul><ul><li>Manage over $4 million ad spend </li></ul></ul><ul><ul><li>Google certified Search Marketing Team </li></ul></ul><ul><ul><li>Sophisticated campaign / bid management </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Omniture Analytics – on demand reporting, </li></ul></ul><ul><ul><li>Monthly Search Analysis – links, rankings, campaign suggestions, leads </li></ul></ul><ul><ul><li>Monthly Competitor Analysis </li></ul></ul><ul><ul><li>Conversion analysis </li></ul></ul>Why ADP Search Marketing?
    35. 35. CapGemini’s 2007 Study Shows Significance of Search Engines, Web Forums and Blogs for Car Shoppers
    36. 36. The Value of Search Engines
    37. 37. Analytics Omniture & Competitive Analysis <ul><li>Paid Search: </li></ul><ul><li>3. Sponsored Listings </li></ul><ul><li>4. Micro Sites </li></ul><ul><ul><ul><li>SEO: </li></ul></ul></ul><ul><li>1. Search Optimization </li></ul><ul><li>2. Local & Universal Search </li></ul><ul><li>Digital Advertising: </li></ul><ul><li>5. Digital Media </li></ul><ul><li>6. Digital Network </li></ul>ADP Digital Marketing Strategy 6 Points of Growth Solutions: 6 Points of Growth
    38. 38. <ul><li>Also called natural and organic listings </li></ul>Solution #1: Implement SEO
    39. 39. SEO is the process of modifying a Web site and its links to improve visibility, rank, and relevance in the organic, crawler-based listings of search engines. Free crawler listings are PR. As with all PR, good coverage is NOT guaranteed <ul><li>Placement: </li></ul><ul><li>can take up to 6 weeks </li></ul><ul><li>unpredictable </li></ul><ul><li>Advantages: </li></ul><ul><li>free </li></ul><ul><li>unbiased </li></ul><ul><li>higher click through rate </li></ul><ul><li>perception of trust by searcher </li></ul>What is Search Engine Optimization? <ul><li>Influenced by </li></ul><ul><li>100’s of factors: </li></ul><ul><li>coding </li></ul><ul><li>links </li></ul><ul><li>content </li></ul>Placement Factors: Content relevance, frequency of keywords in content, keywords selected, popularity of keywords selected, reciprocal links from reputable content sources Organic Search Engine Optimization
    40. 40. <ul><li>Also called Pay-Per-Click or Sponsored Listings </li></ul>Solution #3: Paid Search Marketing (PPC)
    41. 41. Sponsored listings are placed on search results matching a user’s query. Advertisers pay for each click / visitor generated. What is Paid Search Marketing? <ul><li>Cost Per Click Influenced by: </li></ul><ul><li>Bid </li></ul><ul><li>Click-Through-Rate </li></ul><ul><li>Quality Score – including copy, landing page, key terms </li></ul><ul><li>Advantages: </li></ul><ul><li>Measurable </li></ul><ul><li>Predictable </li></ul><ul><li>Immediate </li></ul><ul><li>Highly targeted </li></ul><ul><li>Control – ranking, copy, budget, landing page </li></ul>Paid Search Marketing
    42. 42. <ul><ul><li>Greater trust </li></ul></ul><ul><ul><li>Perceived value by consumer </li></ul></ul><ul><ul><li>Better integration </li></ul></ul><ul><ul><li>Controls dealers spend </li></ul></ul><ul><ul><li>Best value and results </li></ul></ul> presence in organic and paid listings reinforce each other: Use of SEO and SEM together Organic Search Results Paid Search Results Paid Search Results
    43. 43. <ul><li>Improve campaign management </li></ul><ul><ul><li>Raise search positions </li></ul></ul><ul><ul><li>Increase CTR </li></ul></ul><ul><ul><li>Improve Quality score </li></ul></ul><ul><li>Leverage local search experience </li></ul><ul><li>Mine aggregated dealer data </li></ul><ul><li>Sophisticated Bid Management </li></ul><ul><ul><li>Return Bidding </li></ul></ul><ul><ul><li>Position Bidding </li></ul></ul><ul><ul><li>Bid Shadowing </li></ul></ul><ul><ul><li>Bid Jamming </li></ul></ul><ul><li>Click Fraud Monitoring </li></ul>ADP Search Advantage
    44. 44. Site Targeting in the Dallas market
    45. 45. Site Targeting in the Dallas market
    46. 46. Site Targeting Dallas Examples
    47. 47. <ul><li>Benefits </li></ul><ul><li>Match Buyers along buying process </li></ul><ul><li>Match offers to search terms </li></ul><ul><li>Match offers to advertisements </li></ul><ul><li>Strong Calls to Action </li></ul><ul><li>Split test different offers </li></ul><ul><li>Increase Google Quality Score </li></ul><ul><li>Better tracking </li></ul>Multiple Domains, Subjects, Designs and Offers work to create synergies and critical mass resulting in expanded visitor capture and a lead generation “web” fed a steady supply of fuel from multiple organic and sponsored sources... Get a Quote Landing Page Solution #4: Micro Site Networks increase Lead volumes and Visitors
    48. 48. Solution #4: Micro Site Network A total of 21 links currently exist from throughout the Web to - This is not enough to generate the traffic volumes, or search indexing we need to supplement paid tra ff ic with organically generated visits…
    49. 49. Solution #4: Micro Site Network 75 links is better… But, still not enough! ADP will create and expand continuously over time a network o f ADP created model speci f ic micro sites and links f rom other portals, publications, blogs, widgets, gadgets, video portals (YouTube) and a wide ranging assortment o f automotive related sites in the HUNDREDS!
    50. 50. Solution #4: Micro Site Network 75 links, Plus 63 Links, Plus 52 Links = 190 Links to a single dealer site, and ADP will be able to leverage D high value content to create a wide ranging interlinked network of referring sites that drive dramatic visitor counts and Search Engine Indexing! 3 URL’s, each DNS hosted as a Root Domain… Each with unique indexing data… Driven by GENUINE CONTENT!
    51. 51. Driving Targeted Traffic
    52. 52. Case Study: 4 Month Digital Marketing Results <ul><li>33,257,657 Car Shopper Impressions Generated </li></ul><ul><li>29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and micro sites </li></ul><ul><li>2,248 Electronic Leads and Phone Calls Generated </li></ul><ul><li>174 Vehicles Sold </li></ul><ul><li>$71,801.30 was invested with Google Keyword Search and Site Targeting </li></ul><ul><li>$2.16 Cost per Thousand Car Shopper Impressions </li></ul><ul><li>$2.43 Cost per Car Shopper that clicked-through to a Courtesy Chevrolet site </li></ul><ul><li>$31.94 Average Cost per Lead Generated </li></ul><ul><li>$412.65 Average Cost Per Vehicle Retailed (PVR)* </li></ul>Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVR 2005
    53. 53. Site Network Digital Marketing Strategy SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Web Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years D FWvehicles .com D F SEM/SEO Key Word URL’s Point to Primary Site Deep Links ChevyPriceQuote FreeGMoilChange D F D F
    54. 54. Integrated Marketing Strategy Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads ADP Managed Account #1 ADP Managed Account #3 ADP Managed URL Submissions ADP Managed Content ADP Managed Account #2 ADP Managed Account #4 Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail & Expanding Display Ads Behavioral Targeting Display Ads to In-Market D F Spanish Display Ads <ul><li>Google </li></ul><ul><li>Site Targeting For CPM Ads </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    55. 55. <ul><li>Inventory Ads </li></ul><ul><li>Widgets / Gadgets </li></ul><ul><li>Rich Media </li></ul>Solution #5: ADP Digital Advertising Media
    56. 56. Solution #6: ADP Digital Advertising Network
    57. 57. Solution #6: Behavioral Marketing
    58. 58. Post Visit Marketing It’s cheaper to convert a qualified prospect than to create a new one Driving qualified prospects to your site is expensive Solution #6: Retargeting
    59. 59. <ul><li>Search Marketing </li></ul><ul><ul><li>Impressions, Clicks, CTR </li></ul></ul><ul><ul><li>Web and Phone Leads </li></ul></ul><ul><ul><li>Compare Conversion Rates </li></ul></ul><ul><ul><li>Revenue, ROAS </li></ul></ul><ul><ul><li>Click Fraud Monitoring </li></ul></ul><ul><li>Visitor Reports </li></ul><ul><ul><li>Visits, Referring Domains </li></ul></ul><ul><ul><li>Popular Pages, Pathing </li></ul></ul><ul><ul><li>Visitor Profiles </li></ul></ul>Omniture SiteCatalyst Web Analytics
    60. 60. <ul><li>WE SUPPLY THE RIGHT PEOPLE </li></ul><ul><ul><li>Dedicated Digital Marketing Analysts </li></ul></ul><ul><ul><li>Years of Experience in Automotive Marketing </li></ul></ul><ul><ul><ul><li>Consumer Facing Campaigns / B2B </li></ul></ul></ul><ul><ul><ul><li>Google, Yahoo certified Search Marketing Team </li></ul></ul></ul>DIGITAL ADVERTISING CAMPAIGNS <ul><li>SEARCH ENGINE STRATEGIES </li></ul><ul><ul><li>Maximizing Results for all CBS websites </li></ul></ul><ul><ul><li>Get up to 35% of leads from Organic Search </li></ul></ul><ul><ul><li>Sophisticated tools campaign/bid management </li></ul></ul><ul><li>DIGITAL ADVERTISING </li></ul><ul><ul><li>ADP manages over $4M in Ad Spend </li></ul></ul><ul><ul><li>Behavioral, Re-targeting, Contextual networks </li></ul></ul><ul><li>PERFORMANCE MEASUREMENT </li></ul><ul><ul><li>Omniture Analytics – on demand reporting </li></ul></ul><ul><ul><li>Monthly Search Analysis </li></ul></ul><ul><ul><ul><li>Links, rankings, campaign suggestions, leads </li></ul></ul></ul><ul><ul><li>Monthly Competitor Analysis </li></ul></ul><ul><ul><li>Conversion analysis </li></ul></ul><ul><li>CBS DIGITAL MARKETING WORKSHOPS </li></ul><ul><ul><li>Teach Digital Marketing Techniques to CBS Automotive Clients and Marketing Managers </li></ul></ul><ul><ul><li>Show General Managers how to empower their staff to implement high ROI in-house campaigns </li></ul></ul><ul><ul><ul><li>Setting up dealership Google AdWords campaigns </li></ul></ul></ul><ul><ul><ul><li>Creating and deploying text and image based ads </li></ul></ul></ul><ul><ul><ul><li>Analyzing Reports and Campaign Metrics </li></ul></ul></ul><ul><ul><ul><li>Integrating Online with Offline Campaigns </li></ul></ul></ul><ul><ul><ul><li>Using templated and proven pre-built ADP campaigns </li></ul></ul></ul><ul><ul><ul><li>Best Practices collected throughout the auto industry </li></ul></ul></ul>SEARCH ENGINE AD CAMPAIGNS Generate More Leads High Visibility Search Placement High Quality Organic Dealer Leads Increase Regional Market Pull
    61. 61. Work-Plan & Business Process <ul><li>Day to day progress </li></ul><ul><li>ADP will monitor progress and report </li></ul><ul><li>to CBS Automotive Group via ADP’s </li></ul><ul><li>project manager. </li></ul><ul><li>Approvals and Decisions </li></ul><ul><li>ADP will work closely with CBS </li></ul><ul><li>Automotive Group to ensure all </li></ul><ul><li>approvals and decisions are made </li></ul><ul><li>within the project scope and timelines. </li></ul>
    62. 62. Launch Readiness Planning <ul><li>Systems Integration Testing </li></ul><ul><li>ADP will ensure that CBS Automotive Group’s </li></ul><ul><li>inventory is live and fully tested before launching. </li></ul><ul><li>Web site leads and all lead forms are tested multiple </li></ul><ul><li>times to ensure functionality and integration with </li></ul><ul><li>Buzztrak or preferred lead management tool. </li></ul><ul><li>Call tracking will be fully integrated with the Buzztrak </li></ul><ul><li>or the existing lead management tool. </li></ul><ul><li>User Acceptance Testing </li></ul><ul><li>We will work with all dealerships to ensure training is </li></ul><ul><li>completed and proper documentation is completed. We </li></ul><ul><li>will accomplish this through a dealer sign off process. </li></ul><ul><li>By working through a sign off process each dealership </li></ul><ul><li>will have gained enough knowledge to effectively utilize </li></ul><ul><li>and manage the digital marketing system. </li></ul><ul><li>A Flawless Launch </li></ul><ul><li>ADP will ensure that all dealerships go through a sign </li></ul><ul><li>off process and check list. This will ensure completion </li></ul><ul><li>of the web site and training. </li></ul><ul><li>ADP will also go through an exhaustive QA procedure </li></ul><ul><li>that will qualify all functionality is 100%. </li></ul>
    63. 63. Phase I <ul><li>Proof of Pilot: Dallas Fort Worth Market </li></ul><ul><li> </li></ul><ul><li>ADP Digital Marketing Responsibilities </li></ul><ul><li>Drive traffic (UV) to website </li></ul><ul><li>Host, maintain and update website </li></ul><ul><li>Dealer Support and Help Desk </li></ul><ul><li>Project Management </li></ul><ul><ul><li>Reports and Feedback to CBS executive team </li></ul></ul>
    64. 64. Drive Visitors to Website Drive Unique Visitor Traffic Plan (in addition to CBS Promotions) <ul><li>Search Marketing </li></ul><ul><li>PPC - Google Keyword Search </li></ul><ul><li>PPC - Google Context Network Search </li></ul><ul><li>PPC - Yahoo Keyword Search </li></ul><ul><li>PPC - MSN Search </li></ul><ul><li>Display Ad Campaigns </li></ul><ul><li>Behavioral Targeted Campaigns </li></ul><ul><li>Site and Geo Targeted Online Ads </li></ul><ul><li>Linked Network of Micro-Sites </li></ul><ul><li>Inventory Display Sites - Image Ad Subscriptions </li></ul><ul><li>DealerCentric Solutions Credit Micro-Site </li></ul><ul><li>Kelley Blue Book LeadPower Micro-Site </li></ul><ul><li>Sweepstakes - Online Enrollment Required </li></ul>
    65. 65. Finance Applications <ul><li>Key Capabilities: </li></ul><ul><li>Credit Check Online Credit Application </li></ul><ul><li>Obtain lender approval, if available, include interest rate, term, credit score, required down payment, and monthly payment alternatives </li></ul><ul><li>Administration modules for setting up qualification rules and alternative financing scenarios </li></ul><ul><li>Automatic lender decision response </li></ul><ul><li>Flexibility to save loan applications that have were started but never completed for users who have accounts with dealer website </li></ul><ul><li>Push customer to a full quote </li></ul>Finance Center Application Will integrate Dealer and Lender relationships to the Web, enabling them to make decisions and approve customers before they reach the showroom.
    66. 66. Maintain, Update & Host Website <ul><li>ADP Digital Marketing Production Team </li></ul><ul><li>12 web developers (JAVA, Cold Fusion) </li></ul><ul><li>20 web designers (Flash and HTML) </li></ul><ul><li>Develop, maintain over 2000 Dealer, Group and Enterprise Websites </li></ul><ul><li>Offices in RI, FL, OR and IL </li></ul><ul><li>Install and Support Team </li></ul><ul><li>30 Support Team associates (Requests, Proactive Follow-up) </li></ul><ul><li>15 Project Installers (Onboard and Train New Dealers) </li></ul><ul><li>Offices in RI, FL and TX </li></ul>
    68. 68. Level 1 Staffing and Support <ul><li>Level 1 Support Team </li></ul><ul><ul><ul><li>Web clients are serviced through our leveraged support model with the exception of CBS which will be supported with a dedicated model </li></ul></ul></ul><ul><ul><ul><li>Responsible for initiating all requests for clients and following-up through problem resolution </li></ul></ul></ul><ul><ul><ul><li>All requests are documented in the ADP CRM tool, Vision </li></ul></ul></ul><ul><ul><ul><li>Manage all inbound email traffic to our multiple support queues </li></ul></ul></ul><ul><ul><ul><li>Domain Renewals </li></ul></ul></ul><ul><ul><ul><li>Lead management tool </li></ul></ul></ul><ul><ul><ul><li>Client training on all DW products </li></ul></ul></ul><ul><ul><ul><li>Quality Assurance </li></ul></ul></ul><ul><ul><ul><li>Project Work </li></ul></ul></ul>
    69. 69. On Going Support <ul><li>Monthly Review calls to; </li></ul><ul><ul><li>Review call metrics </li></ul></ul><ul><ul><li>Review types of cases </li></ul></ul><ul><ul><li>Review open cases </li></ul></ul><ul><ul><li>Develop on going action plans </li></ul></ul><ul><ul><li>Proactive customer calls </li></ul></ul><ul><li>Web and Phone Training </li></ul><ul><ul><li>Continuous product training </li></ul></ul><ul><ul><li>Helps educate new staff </li></ul></ul><ul><ul><li>Every Tuesday and Thursday at 3pm EST </li></ul></ul><ul><li>Monthly Newsletter </li></ul><ul><ul><li>Product updates </li></ul></ul><ul><ul><li>Industry updates </li></ul></ul>
    70. 70. Hours of Support Overview <ul><li>Level 1 Hours of Support: </li></ul><ul><ul><li>8am-8pm Eastern Time </li></ul></ul><ul><ul><li>After Hours support offered for high priority incidents </li></ul></ul><ul><li>Support Contact Information: </li></ul><ul><li>Telephone </li></ul><ul><ul><ul><li>(866) XXX-XXXX </li></ul></ul></ul><ul><li>Email </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul>
    71. 71. Summary <ul><li>ADP Digital Marketing is the Right Choice </li></ul><ul><li>Industry leaders in Digital Marketing </li></ul><ul><li>Most experience providing dealer websites to enterprise clients </li></ul><ul><li>Superior Products and Support </li></ul><ul><li>Transactional integration and capabilities </li></ul><ul><li>Full solution supplier </li></ul><ul><li>ADP Partnership and Resources </li></ul>
    72. 72. Next Steps
    73. 73. Questions
    74. 74. ADP Digital Marketing CBS Automotive