Impact of E-Commerce, Search + Social on Auto Aftermarket Purchasing

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This session looked at the impact of both social media and search as they relate to automotive aftermarket purchasing, including e-commerce. We discussed how to impact consumer needs and measure the effect of digital media in the purchase cycle. Additionally, we explored how search and social can be combined to create actionable intelligence that can make an impact throughout the entire organization. View our automotive solutions: http://ow.ly/kkQqU

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Impact of E-Commerce, Search + Social on Auto Aftermarket Purchasing

  1. 1. IMPACT OF E-COMMERCE, SEARCH + SOCIAL INAFTERMARKET PURCHASINGPRESENTED BY STEVE PARKER, JR.JUNE 7, 2012
  2. 2. 2AGENDA•  Impact of E-Commerce•  Impact of Search•  Impact of Social•  Impact of Social + Search
  3. 3. 3IMPACT OFE-COMMERCE
  4. 4. 4 CONSUMERS ARE SHOPPING AROUND 46% of visitors to a leading auto retailer website visit to check OFFERS + REBATES. 46% visit to research product for PURCHASE. 31% visit to receive a QUOTE or PRICING. “I WOULD CHECK DISCOUNT TIRE DIRECT FIRST, THEY HAVE FREE SHIPPING, TIRE RACK DOESN’T. I HAVE CHECKED BOTH (just bought a set for my m/c yesterday) and with the free shipping factored in discount beats tire rack every time, not to mention discount carries Nitto and tire rack doesnt. Source: ls1.com/forumsSource: ls1.com/forums & Proprietary Levelwing Automotive Aftermarket Study, 2012
  5. 5. 5 CONSUMERS LOOK TO OTHERS 70% of Americans say they look at product reviews before making a purchase. Integrating your ratings + reviews is CRUCIAL.Source: Winning the Zero Moment of Truth,” Google, Inc., 2011
  6. 6. 6 ZERO MOMENT OF TRUTH (ZMOT) The moment when consumers make choices that affect (ZMOT) the success + failure of a brand. Online comparison shopping is the 3 RD MOST POPULAR resource during ZMOT.Source: Winning the Zero Moment of Truth,” Google, Inc., 2011
  7. 7. 7IMPACT OF SEARCH
  8. 8. 8 SEARCH ENGINES ARE DECISION MAKERS AWARENESS 82% who have viewed a company’s website convert into an in- store customer within the first 7 days. INTEREST Search is the only form of advertising that CONSIDERATION FULFILLS DEMAND rather than attempt to PURCHASE create it.Source: Proprietary Levelwing Automotive Aftermarket Study, 2012
  9. 9. 9 SEARCH IS USED FROM THE START 2/3 of search traffic to tire/auto-service sites comes from a non- branded search. Having a well-constructed paid search strategy, consisting of both branded and non-branded terms is a NECESSITY.Source: Google, 2012
  10. 10. 10IMPACT OF SOCIAL
  11. 11. 11HOW SUCCESS IS MEASUREDFour Quadrants of Success 1 Community Growth 2 Engagement 3 KPIs 4 Return on Investment
  12. 12. 12ANALYTICS + TRACKING RETURN ON INVESTMENT QUOTE SEARCH, SOCIAL, OTHER APPT. CUSTOM WEBSITE DATABASE PURCHASE OCCURS POS DATA CAPTURED BATTERY QUOTE ALL WEBSITES SITE VISIT (No Traceable Data Provided)
  13. 13. 13EXTRACTING VALUE FROM SOCIAL
  14. 14. 14 SOCIAL LEADS TO 1:1 ENGAGEMENT Engage in ONE-ON-ONE COVERSATIONS. 1,000+ Unique negative situations resolved via social platforms this year, with approximately 200 shares that the issue was resolved CONFLICT RESOLUTION is not limited to B2C. AutoTrader has created a private social network to communicate with its thousands of dealers in order to gain FEEDBACK and INSIGHTSSource: Propriety Levelwing Data, 2012
  15. 15. 15IMPACT OF SOCIAL +SEARCH
  16. 16. 16CREATING INTEREST (AND THEN DEMAND) AWARENESS INTERESTSocial can be used to create interest CONSIDERATION+ awareness, leading to DEMAND. PURCHASE
  17. 17. 17HOLISTIC MESSAGE TESTINGMessaging + Content Rotation are KEY. Conversational + Messaging Insights Messaging Insights Demand ROI Insights
  18. 18. 18MESSAGE SEQUENCING TOUCH 1 TOUCH 2 TOUCH 3 TOUCH 4 SOCIAL DISPLAY PAID SEARCH PAID SEARCH IN-STORE PURCHASE SOCIAL: DISPLAY: PAID SEARCH: PAID SEARCH: TWITTER BEHAVIORAL TAIL, GENERAL TAIL, GENERAL WHO SKU SOC.TW DIS.BEH SEM.TL.GN SEM.TL.GN PURCHASE = SEQUENCE ID: 141 56 CONVERSIONS AVG. ROI $7.42
  19. 19. 19SUMMARY•  Many factors inform customers purchase decisions - use to your advantage•  Silos do not work, have a plan and a strategy - (don’t just do things)•  Cohesion is key - insights should universally apply to your business goals
  20. 20. 20THANK YOU READ OUR BLOGSTEVE PARKER, JR+1.843.631.4587 askingsmarterquestions.com sparker@levelwing.com@sparkerjr | levelwing.com

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