The game has changed. We all know it but where should dealers focus? Connie will break down the latest buzz words in the industry with specific and actionable ways for your dealership to leverage more modern marketing approaches. Key Takeaways: -The 2018 Car Shopper Journey - what this data tells us and how your dealership can improve -Leveraging Custom Audiences with Big Data - the power of your CRM must be unleashed -Digital Retailing - it is much more than a website add on -Influencers - how dealers can leverage the buzzword they hear about but aren’t sure how to do it

1. Essential Tools for a Modern Dealership
Robert Donovan
CEO
DOM360
robert@DOM360.com
Title Sponsor

2. Essential Tools for the
Modern Dealership
Robert Donovan
CEO, DOM360

3. Path to Purchase

4. In 2018 Consumers spent on average
108 days in market.
Days in Market
Source: 2018 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit

5. Days in Market
Source: 2018 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit

6. What channels did they use
Source: Based on data provided by Google, Millard Brown Digital and Polk, 2015
Out of an average 24 touchpoints, 19 are digital
Use loan calculator
on 3rd party site
Searched
Tier 2 Dealer
Inventory
Watched
Video Ad
Browsed
Newspaper Ads
Viewed
Photos
Visited OEM
Website
Searched
on Google
Built & Priced
on OEM Site
Searched
on Mobile
Watched Video
on YouTube
Influenced By
Online Ad
Visited a Brand’s
Social Page
Asked Family,
Friends,
& Coworkers
Saw a
TV Ad
Use mobile
on lot
Filled Out
a Form
Viewed
Newspaper Site
Requested a
Quote Online
Visited Dealer
Website
Read Professional
Review
Visited
DealershipUsed Model
Comparison ToolLocated
a Dealer
From Mobile
Read Consumer
ReviewsClick
Display Ad
Test Drove
a Vehicle

7. Where are they shopping?
3rd Party Sites
78%
Dealerships
53%
OEM Sites
29%
Source: 2018 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit

8. Attribution
Even/
Linear
Position
Based
25%
Time
Decay
25%25%25%
40%10%10%40%
50%25%
Data
Driven
12.5%6.25%
Source: Google Training Day Presentation, 2017

9. TOP Conversion Paths

10. Shopping Driven by Want vs. Need
Wanted
a Vehicle
Needed
a Vehicle61%
39%
Source: 2018 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit

11. Advertising - The Right Message
SUCCESS
=
RIGHT MESSAGE
TO THE
RIGHT PEOPLE
AT THE
RIGHT TIME

12. Advertising - The Right Channels
TV & RadioVideo

13. Google
SEARCH ADS
Branded,
Geo-Models,
Fixed Ops,
Extensions
DISPLAY ADS
Why Buy Here
Message
RETARGETING
Why Buy Now
Message

14. Facebook – Targeting the Purchase Funnel
HIGH FUNNEL
Brand Awareness
MIDDLE FUNNEL
New Model Carousel Highlighting
Features
In-Market Shoppers
Remarketing & Look-a-likes
LOW FUNNEL
In-market Auto Intenders Buyers
Credit Score Data
Loan Ending Data
Dynamic Used/Remarketing
Lead Ads
In-Market Lease

15. Video
Question asked: Q31 - Follow up action after watching online video - Did something you saw in an online video lead to any of the actions below?
Base: New car buyers who watched online video before their purchase, n = 331
Source: Auto CB 2016
Actively performed
a follow-up action
81%
Online Video Creates Signals of Intent
Visit a Dealer Website
Locate a Dealer
Schedule a Test Drive
Use a Car Configurator to
Build & Price a Vehicle
Request a Price Quote
Participate in Sales Event or
Activate Promotion or Offer
Request or Download a
Brochure or Catalog

16. TV and Radio

17. Source: Google Training Day Presentation, 2017
Valuable Insights
Desktop
Search
Mobile
Site Visit
Mobile
Video View
Bus
Billboard
SCHEDULED
A TEST DRIVE
TV
Commercial
YouTube
Video View
Desktop
Site Visit
Mobile
Search

18. Initial Point of Contact
Walk-In
Phone
Email
Chat
Text
Social
Source: 2018 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit

19. Website Must Haves for
Conversion Rate Optimization
Chat
Merchandising
Button Structure - Don’t Be Cheesecake Factory
Click Analysis

20. What To Do Once You’ve
Been Contacted
Follow Up
Phone Follow Up
Are You Blowing Them Off
or Backing Off Too Soon?

21. CRM Data

22. Custom Audiences
Throwing Darts in the Dark
& Expecting to Hit a Bullseye

23. Custom Audiences
Purchased/Leased
from Dealership
They had Previously
Done Business With
31%
Source: 2018 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit

24. Segment Your Data
Slice & Dice
For Your Benefit & the Customer’s
Target & Message
Customer Match

25. Unsold Prospects
Target Active Unsold Prospects with
Why Buy Here / Why Buy Now
Use Your Touchpoints

26. Sold Customers, Not Serviced
Keep Up Service Retention by
Delivering a Customized Message

27. Sold Customers, 3-6 years
Bring Your Sold Customers
Back into Market

28. In-Equity
Don’t Just Use Equity Mining Automation
Layer Your Lists to Social, Search,
Email Marketing, & Direct Mail
LOWEST COST PER ACQUISITION

29. No Service and Service Opt-Outs
Metric DOM Motors Donovan Auto Group
Reach 428 662
Frequency 653 248
Per Offer $1.75 $2.31
Clicks 44 28
Impressions 2,73 1,644
CTR 1.58% 1.50%
CPC $0.76 $1.24
Offer Claims 19 15

30. Serviced Customers, Not Sold
VIP Programs
Trade-In, Trade-Up

31. Integrated Approach
Tie All Your Messaging & Creative,
so It’s All a Theme

32. Partner with Technology
Use Companies & Platforms
to Automate Data Pulls

33. Leverage 3rd Party Data
Build Look-a-like Audiences
to Maximize Market Coverage

34. Digital Retailing
Not Just a Widget

35. Players in the Space

36. FACT
Buyers Look for
Monthly Payment
Information
53%
Source: 2018 Car Buyer Journey, commissioned by Cox Automotive through IHS Markit

37. Keep the Consumer
on Your Website
Tip #1

38. OEM Financial
Data
Tip #2

39. Protect Your
Profitability
Tip #3

40. OEM Compliant
Pricing
Tip #4

41. Trust They Gave
You the Best Deal

42. Merchandise
Tip #5

43. Promote the Tool
Advertise It – If No One Knows,
Show Them How to Use It

44. Explain How To Use the Tool
Explain the Benefits of the Tool

45. Gear Web Structure Towards the Tool
Don’t Have an ePrice Button
& Then a Tool
Make Sure Merchandising Matches

46. Advertise It
Include in Search Advertising – TV, Radio
Social – Promote the Heck Out of It

47. TRACK IT!
Use UTM Codes to Track Clicks
Based Off Platform
● Advertising
● Social Posts
● Internal Tracking
● Abandonment Rate

48. KNOW THAT
ALL CONSUMERS
AND ALL MARKETS
ARE NOT READY

49. Influencers

50. Influencer Marketing
A form of marketing in which focus is
placed on key industry leaders to drive
a brand message and awareness to
a specific market of consumers.

51. Influencer Marketing
Millennial Consumers
are Influenced by Peer
Recommendations in
Buying Decisions.
70%
Source: Collective Bias National Survey, March 2016

52. Examples of Auto Influencers
Samantha
Show
@samantha_show_
Find Those in Your Community with <3000 Followers

53. Leverage Your Channels
Don’t Just Pick One Avenue

54. Facebook
● Hashtags, Sharing Different Audience
than Other Networks

55. Facebook
● Hashtags, Sharing Different Audience
than Other Networks

56. Instagram
● Hashtags, Stories, Direct Messaging
● Visual Consistency
● Incentive Messaging
● Product Tagging
● Location Tagging

57. Snapchat
● Build a Geo-Filter
● Use to Promote Dealership Happenings
● Use Filters to Apply on Other Channels

58. YouTube
Visited a Dealership
After Watching a
Video
46%
Source: Google Training Day Presentation, 2017

59. YouTube

60. ( )
YouTube
Walk
Arounds
Vehicle
Features
Vehicle
Test Drives
Reviews

61. THINK
Outside
the Box

62. Remember the Micro-Moments
Which Car
Is Best
Moments
Is It Right
for Me
Moments
Can I Afford
It Moments
Where Should
I Buy It
Moments
Am I Getting
a Deal
Moments

63. Pick 1 to Start
Any Movement is Better
Than No Movement.
Last Tip
Don’t Let Perfect
Get in the Way of Better.

64. Questions?

65. Contact Info:
Robert Donovan
CEO
DOM360
robert@DOM360.com
Title Sponsor
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