Ralph Paglia presented on guerrilla marketing and competitive conquest advertising strategies used by aggressive dealers to divert traffic intended for competitors. Attendees learned how to identify tactics used against their dealership, including how competitors allocate budgets, bid on keywords, and select "weakest" competitors. Case studies showed how dealers used multiple websites and URLs to target customers and take market share from other dealers.
The document discusses guerrilla marketing and competitive conquest advertising strategies that dealers can use to take market share from competitors. It provides examples of dealers who have used aggressive online tactics like targeted keyword campaigns and microsites to divert traffic intended for competitors to their own websites. The presentation will provide tools and techniques for identifying competitors' online activities and selecting vulnerable rivals to target marketing campaigns against.
Ralph Paglia AutoCon Guerilla Marketing PresentationRalph Paglia
The document discusses guerrilla marketing and competitive conquest advertising strategies that auto dealers can use to take market share from other dealers. It provides examples of dealers who have used aggressive online tactics like targeting a competitor's keywords and customers to divert traffic to their own websites. The presentation will cover unconventional techniques some consider banned that attendees can both use offensively and defend against. It emphasizes the need for proper resources, legal counsel, and plausible deniability when using more controversial strategies.
Automotive Guerrilla Marketing - Ralph Paglia at AutoCon 2012Ralph Paglia
This presentation focused on various online Automotive Guerrilla Marketing strategies, tactics and techniques and was presented by Ralph Paglia during a similarly titled workshop for car dealers at the AutoCon 2012 Conference and Exposition in Las Vegas. The venue was the Aria Hotel Conference Center. You can learn more about the conference at http://AutoCon.US and the topic is further detailed at http://ADMPC.com
Miami County, Kansas experienced high unemployment in 2010, with rates exceeding both state and regional averages. The number of employed persons dropped significantly from 2009 levels, falling to amounts similar to 2004. This suggests long-term unemployment as benefits expired for many residents. Meanwhile, the cost of living in Miami County was slightly below the Kansas City metropolitan area average according to a national index that surveys housing, utilities, groceries and other expenses.
The municipality of La Spezia, Italy has taken several steps to become climate leaders through integrated climate strategies. They approved an energy plan, participated in the CHAMP climate project, trained staff on sustainable management, and subscribed to the Covenant of Mayors. As part of this work, they developed a Sustainable Energy Action Plan (SEAP) to outline concrete actions and objectives to reduce CO2 emissions. Training municipal staff was a key part of building internal expertise to effectively implement sustainability policies in an integrated manner across sectors like public works and urban planning.
The NPD Group's 2012 Aftermarket Consumer Outlook Study provides insights into consumer attitudes and anticipated aftermarket spending in 2012. It found that 36% of consumers planning to buy a new or used car in 2012 will purchase a more fuel efficient vehicle, up from 26% in 2011. It also found that 39% of consumers reported driving less in 2012 than the previous year due to high gas prices and unemployment. The study indicates that consumers will continue to focus on maintaining their existing vehicles in 2012 rather than purchasing new ones.
Analsis de resultados de prueba ENLACE de la Escuela de Tiempo Completo alber...mendozaster mendozaster
Este documento presenta un análisis de los resultados obtenidos por los estudiantes de una escuela primaria de tiempo completo en las asignaturas de español y matemáticas entre 2008 y 2010. Se realizó un seguimiento de los resultados de los grupos de estudiantes a lo largo de su tránsito por primaria. En general, se observó una mejoría en el porcentaje de estudiantes en los niveles elemental y bueno para ambas asignaturas, con una disminución en el nivel de insuficiencia.
O documento fornece orientações sobre a importância da rede de contatos para o sucesso profissional. Em 13 estratégias, aborda como identificar seus contatos mais significativos, entender seus objetivos com a rede, e estratégias para fazer novos contatos de forma efetiva, como ouvir mais do que falar e oferecer valor à outra pessoa. Também discute a importância da reputação e de se tornar conhecido através de publicações e participação em organizações.
The document discusses guerrilla marketing and competitive conquest advertising strategies that dealers can use to take market share from competitors. It provides examples of dealers who have used aggressive online tactics like targeted keyword campaigns and microsites to divert traffic intended for competitors to their own websites. The presentation will provide tools and techniques for identifying competitors' online activities and selecting vulnerable rivals to target marketing campaigns against.
Ralph Paglia AutoCon Guerilla Marketing PresentationRalph Paglia
The document discusses guerrilla marketing and competitive conquest advertising strategies that auto dealers can use to take market share from other dealers. It provides examples of dealers who have used aggressive online tactics like targeting a competitor's keywords and customers to divert traffic to their own websites. The presentation will cover unconventional techniques some consider banned that attendees can both use offensively and defend against. It emphasizes the need for proper resources, legal counsel, and plausible deniability when using more controversial strategies.
Automotive Guerrilla Marketing - Ralph Paglia at AutoCon 2012Ralph Paglia
This presentation focused on various online Automotive Guerrilla Marketing strategies, tactics and techniques and was presented by Ralph Paglia during a similarly titled workshop for car dealers at the AutoCon 2012 Conference and Exposition in Las Vegas. The venue was the Aria Hotel Conference Center. You can learn more about the conference at http://AutoCon.US and the topic is further detailed at http://ADMPC.com
Miami County, Kansas experienced high unemployment in 2010, with rates exceeding both state and regional averages. The number of employed persons dropped significantly from 2009 levels, falling to amounts similar to 2004. This suggests long-term unemployment as benefits expired for many residents. Meanwhile, the cost of living in Miami County was slightly below the Kansas City metropolitan area average according to a national index that surveys housing, utilities, groceries and other expenses.
The municipality of La Spezia, Italy has taken several steps to become climate leaders through integrated climate strategies. They approved an energy plan, participated in the CHAMP climate project, trained staff on sustainable management, and subscribed to the Covenant of Mayors. As part of this work, they developed a Sustainable Energy Action Plan (SEAP) to outline concrete actions and objectives to reduce CO2 emissions. Training municipal staff was a key part of building internal expertise to effectively implement sustainability policies in an integrated manner across sectors like public works and urban planning.
The NPD Group's 2012 Aftermarket Consumer Outlook Study provides insights into consumer attitudes and anticipated aftermarket spending in 2012. It found that 36% of consumers planning to buy a new or used car in 2012 will purchase a more fuel efficient vehicle, up from 26% in 2011. It also found that 39% of consumers reported driving less in 2012 than the previous year due to high gas prices and unemployment. The study indicates that consumers will continue to focus on maintaining their existing vehicles in 2012 rather than purchasing new ones.
Analsis de resultados de prueba ENLACE de la Escuela de Tiempo Completo alber...mendozaster mendozaster
Este documento presenta un análisis de los resultados obtenidos por los estudiantes de una escuela primaria de tiempo completo en las asignaturas de español y matemáticas entre 2008 y 2010. Se realizó un seguimiento de los resultados de los grupos de estudiantes a lo largo de su tránsito por primaria. En general, se observó una mejoría en el porcentaje de estudiantes en los niveles elemental y bueno para ambas asignaturas, con una disminución en el nivel de insuficiencia.
O documento fornece orientações sobre a importância da rede de contatos para o sucesso profissional. Em 13 estratégias, aborda como identificar seus contatos mais significativos, entender seus objetivos com a rede, e estratégias para fazer novos contatos de forma efetiva, como ouvir mais do que falar e oferecer valor à outra pessoa. Também discute a importância da reputação e de se tornar conhecido através de publicações e participação em organizações.
Renault launched a mobile advertising campaign from December 7-31, 2012 to introduce its new Clio model. The campaign allowed users to customize and view the car's features through interactive buttons. It received over 2.3 million impressions across news, sports, TV and magazine apps and websites. The campaign was successful in driving clicks, interactions and impressions, with the highest performance in news and sports channels.
Smaato is a mobile advertising platform that matches ads from over 80 ad networks to mobile app and website inventory from over 55,000 publishers. It aims to provide the highest eCPMs and fill rates for publishers through its optimization technology. The company has seen strong growth, raising $20M in funding and increasing its staff and revenue significantly since being founded in 2005. It now processes billions of ad requests per month globally.
Legal professionals worldwide are being invited to participate in this 2009 Networks for Counsel study during the Spring. The purpose of this study is to examine the penetration and use of social media by lawyers and track the adoption and use of social media by legal practitioners. Do lawyer use social media professionally? What value or benefits do they experience, if any, from integrating social media into their practice? What are the main activities lawyers engage in when using social media and professional networks? And, what impact do they anticipate social media will have upon the business and practice of law? These are the key questions this research effort is analyzing.
This study was conducted by Leader Networks and commissioned by LexisNexis Martindale-Hubbell. http://www.leadernetworks.com
Social Leaderboard_Indian luxury car brands_31 August 2012Shack Co.
Shack evaluated India's three top-selling luxury car brands – BMW, Audi and Mercedes-Benz – to derive a comparative benchmark of their standing on social platforms.
To request for a detailed report, you can reach us at info@shack.co.in
User generated content in the LRE - illustrated by a session on LeMillHans Põldoja
LeMill is a web community for finding, authoring, and sharing open learning resources. It was developed as part of the EU CALIBRATE project. LeMill allows teachers to create learning resources like web pages, presentations, exercises and share them. Over 6,000 learning resources in several languages have been uploaded to LeMill under open licenses. LeMill also functions as a social network, allowing users to link to others and form groups for collaborative authoring and discussions. Future plans include continuing to offer LeMill as a free service and adding new features like PowerPoint importing.
Honda's business strategy focuses on growth in the US, Brazil, Asia, and Europe. In the US, Honda saw a decline in operating income due to currency exchange rates and model mix. However, Honda is well positioned with fuel efficient vehicles. In Brazil and Asia, Honda is expanding production capacity to capitalize on strong motorcycle and automobile growth. Honda aims to strengthen its motorcycle and hybrid vehicle businesses globally.
This document summarizes a presentation on tourism trends in Germany given in 2010. It discusses trends identified through an annual survey of German holiday travel behavior and intentions. Key points include:
1. German holiday travel demand has remained stable at a high level, though the composition of travelers is shifting as the population ages.
2. Future trends include changes in the weighting of target groups as the number of seniors increases, stable volume with potential for growth, and larger destinations maintaining well-defined market positions.
3. Continuity theory suggests that as people age they will maintain the holiday behaviors and preferences they developed earlier in life, though new possibilities and limitations will also influence future senior travelers.
This document contains a sales forecast and profit/loss projection template for a 12-month period. It includes sections for forecasting monthly sales by category, estimating costs of goods sold and operating expenses, and projecting net profit. The template provides percentage calculations to show the contribution of each category to total sales and expenses. The user is instructed to enter company and category specifics, and to consider industry averages when estimating costs and expenses.
The document discusses leveraging open standards like PMML and tools from Datameer and Zementis to enable agile deployment of predictive analytics on Hadoop. PMML allows incorporating predictive models from various sources and applying them to big data via a lightweight process. This accelerates time to market, lowers costs and complexity, and reuses existing predictive assets.
This document discusses interactive marketing 2.0 and outlines trends in digital advertising. It notes that consumers have less attention to devote to advertising as they are overloaded with information. As a result, the advertising market is shifting to focus on more targeted, interactive approaches across multiple channels to engage consumers where they are. The document proposes structuring communication activities around branding, consideration, transactions, and customer relationship management to better center engagement on the consumer throughout the interactive marketing cycle.
The document is a quarterly trend report from ScanLife analyzing mobile barcode scanning data. Some key findings are:
- ScanLife processed over 5 million unique users in Q1 2012, nearly double from a year ago. Total scans were over 13 million, a 157% increase year-over-year.
- Quick-serve restaurants entered the top 5 industries using barcodes for the first time. Video and app downloads were the most popular content.
- Two-dimensional barcodes like QR codes now make up 76% of all codes scanned, driven by increased use in marketing.
- The top 5 countries scanning remained consistent from last quarter, with Portugal a new addition, showing mobile barcodes'
This document discusses reputation management strategies for car dealerships. It explains that a dealership's reputation is formed through search engines, review websites, social media, blogs, and forums. It recommends that dealerships develop a reputation management plan to control positive content on search engine results pages, major review websites, and social networks. Specific tactics include claiming and updating business profiles, asking satisfied customers to post reviews, responding to reviews, publishing helpful articles and videos online, and engaging customers on social media. The goal is to populate search results and distribute positive content across the internet to attract more customers.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
The document provides tips for effectively summarizing a client's current situation and desired situation in order to make recommendations. It advises asking open-ended questions about the client's business model, marketing efforts, and personal goals to understand where they are today and where they want to be. Understanding both the current and desired situations allows one to define a roadmap to help clients achieve their objectives. Sample questions are provided to evaluate the client's current situation in their business, marketing, and individual priorities as well as questions to understand their desired situation and priorities for the future.
Google Digital Marketing Crossword PuzzleRalph Paglia
This document is a crossword puzzle containing common terms from digital marketing. Across and down clues are provided to fill in the boxes with terms like: search engine marketing, traffic acquisition, mobile device, pay-per-click, organic listings, URL, social media, unique visitor, session, ranking, landing page, search engine optimization, link, paid listings, and query. Completing the crossword requires knowledge of these fundamental digital marketing concepts and terms.
Google: Building Mobile Sites | Best PracticesRalph Paglia
This document provides information on optimizing websites for mobile experiences. It discusses principles of mobile site design like making site search visible and ensuring relevant results. It notes that over 50% of searches are now on mobile phones. Case studies are presented on how companies like Zazzle and Autoglass improved their mobile experiences and increased conversions and sales through mobile optimization.
The document is a guide to the new Google AdWords experience. It provides an overview of the new interface and features, including improved reporting, new campaign types, and streamlined access to tools and settings. The guide walks through how to navigate the new interface, find key areas and make changes. It also covers troubleshooting issues like fixing disapproved ads or suspended sites.
This document discusses how using ad extensions in Google Ads can increase visibility, clickthrough rates, and return on investment. It identifies six types of ad extensions - sitelinks, callout extensions, review extensions, call extensions, location extensions, and app extensions - and explains how each can help qualify customers and make ads more relevant. On average, each new ad extension results in a 10-15% increase in clickthrough rate. Ad extensions can appear on search network ads and some may also appear on display network ads, with AdWords choosing the most useful combination.
Genuine google seo checklist top secretRalph Paglia
The document provides an optimization checklist for various marketing objectives and tactics in Google AdWords. It lists best practices for optimizing search campaigns, display campaigns, TrueView video ads, bidding strategies, targeting, mobile sites, and more. The checklist notes that the recommendations are not guaranteed to improve performance and should be used at the advertiser's discretion. The most up-to-date version can be found on google.com/partners.
This document provides a checklist of digital growth strategies for e-commerce businesses, including branding, social media management, email marketing, content marketing, search engine optimization, online reputation management, and digital advertising strategies like pay per click advertising and search engine advertising. It also includes recommendations around ecommerce website development, mobile commerce, warehouse integration, analytics, and ensuring a complete digital presence and strategy.
Renault launched a mobile advertising campaign from December 7-31, 2012 to introduce its new Clio model. The campaign allowed users to customize and view the car's features through interactive buttons. It received over 2.3 million impressions across news, sports, TV and magazine apps and websites. The campaign was successful in driving clicks, interactions and impressions, with the highest performance in news and sports channels.
Smaato is a mobile advertising platform that matches ads from over 80 ad networks to mobile app and website inventory from over 55,000 publishers. It aims to provide the highest eCPMs and fill rates for publishers through its optimization technology. The company has seen strong growth, raising $20M in funding and increasing its staff and revenue significantly since being founded in 2005. It now processes billions of ad requests per month globally.
Legal professionals worldwide are being invited to participate in this 2009 Networks for Counsel study during the Spring. The purpose of this study is to examine the penetration and use of social media by lawyers and track the adoption and use of social media by legal practitioners. Do lawyer use social media professionally? What value or benefits do they experience, if any, from integrating social media into their practice? What are the main activities lawyers engage in when using social media and professional networks? And, what impact do they anticipate social media will have upon the business and practice of law? These are the key questions this research effort is analyzing.
This study was conducted by Leader Networks and commissioned by LexisNexis Martindale-Hubbell. http://www.leadernetworks.com
Social Leaderboard_Indian luxury car brands_31 August 2012Shack Co.
Shack evaluated India's three top-selling luxury car brands – BMW, Audi and Mercedes-Benz – to derive a comparative benchmark of their standing on social platforms.
To request for a detailed report, you can reach us at info@shack.co.in
User generated content in the LRE - illustrated by a session on LeMillHans Põldoja
LeMill is a web community for finding, authoring, and sharing open learning resources. It was developed as part of the EU CALIBRATE project. LeMill allows teachers to create learning resources like web pages, presentations, exercises and share them. Over 6,000 learning resources in several languages have been uploaded to LeMill under open licenses. LeMill also functions as a social network, allowing users to link to others and form groups for collaborative authoring and discussions. Future plans include continuing to offer LeMill as a free service and adding new features like PowerPoint importing.
Honda's business strategy focuses on growth in the US, Brazil, Asia, and Europe. In the US, Honda saw a decline in operating income due to currency exchange rates and model mix. However, Honda is well positioned with fuel efficient vehicles. In Brazil and Asia, Honda is expanding production capacity to capitalize on strong motorcycle and automobile growth. Honda aims to strengthen its motorcycle and hybrid vehicle businesses globally.
This document summarizes a presentation on tourism trends in Germany given in 2010. It discusses trends identified through an annual survey of German holiday travel behavior and intentions. Key points include:
1. German holiday travel demand has remained stable at a high level, though the composition of travelers is shifting as the population ages.
2. Future trends include changes in the weighting of target groups as the number of seniors increases, stable volume with potential for growth, and larger destinations maintaining well-defined market positions.
3. Continuity theory suggests that as people age they will maintain the holiday behaviors and preferences they developed earlier in life, though new possibilities and limitations will also influence future senior travelers.
This document contains a sales forecast and profit/loss projection template for a 12-month period. It includes sections for forecasting monthly sales by category, estimating costs of goods sold and operating expenses, and projecting net profit. The template provides percentage calculations to show the contribution of each category to total sales and expenses. The user is instructed to enter company and category specifics, and to consider industry averages when estimating costs and expenses.
The document discusses leveraging open standards like PMML and tools from Datameer and Zementis to enable agile deployment of predictive analytics on Hadoop. PMML allows incorporating predictive models from various sources and applying them to big data via a lightweight process. This accelerates time to market, lowers costs and complexity, and reuses existing predictive assets.
This document discusses interactive marketing 2.0 and outlines trends in digital advertising. It notes that consumers have less attention to devote to advertising as they are overloaded with information. As a result, the advertising market is shifting to focus on more targeted, interactive approaches across multiple channels to engage consumers where they are. The document proposes structuring communication activities around branding, consideration, transactions, and customer relationship management to better center engagement on the consumer throughout the interactive marketing cycle.
The document is a quarterly trend report from ScanLife analyzing mobile barcode scanning data. Some key findings are:
- ScanLife processed over 5 million unique users in Q1 2012, nearly double from a year ago. Total scans were over 13 million, a 157% increase year-over-year.
- Quick-serve restaurants entered the top 5 industries using barcodes for the first time. Video and app downloads were the most popular content.
- Two-dimensional barcodes like QR codes now make up 76% of all codes scanned, driven by increased use in marketing.
- The top 5 countries scanning remained consistent from last quarter, with Portugal a new addition, showing mobile barcodes'
This document discusses reputation management strategies for car dealerships. It explains that a dealership's reputation is formed through search engines, review websites, social media, blogs, and forums. It recommends that dealerships develop a reputation management plan to control positive content on search engine results pages, major review websites, and social networks. Specific tactics include claiming and updating business profiles, asking satisfied customers to post reviews, responding to reviews, publishing helpful articles and videos online, and engaging customers on social media. The goal is to populate search results and distribute positive content across the internet to attract more customers.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
The document provides tips for effectively summarizing a client's current situation and desired situation in order to make recommendations. It advises asking open-ended questions about the client's business model, marketing efforts, and personal goals to understand where they are today and where they want to be. Understanding both the current and desired situations allows one to define a roadmap to help clients achieve their objectives. Sample questions are provided to evaluate the client's current situation in their business, marketing, and individual priorities as well as questions to understand their desired situation and priorities for the future.
Google Digital Marketing Crossword PuzzleRalph Paglia
This document is a crossword puzzle containing common terms from digital marketing. Across and down clues are provided to fill in the boxes with terms like: search engine marketing, traffic acquisition, mobile device, pay-per-click, organic listings, URL, social media, unique visitor, session, ranking, landing page, search engine optimization, link, paid listings, and query. Completing the crossword requires knowledge of these fundamental digital marketing concepts and terms.
Google: Building Mobile Sites | Best PracticesRalph Paglia
This document provides information on optimizing websites for mobile experiences. It discusses principles of mobile site design like making site search visible and ensuring relevant results. It notes that over 50% of searches are now on mobile phones. Case studies are presented on how companies like Zazzle and Autoglass improved their mobile experiences and increased conversions and sales through mobile optimization.
The document is a guide to the new Google AdWords experience. It provides an overview of the new interface and features, including improved reporting, new campaign types, and streamlined access to tools and settings. The guide walks through how to navigate the new interface, find key areas and make changes. It also covers troubleshooting issues like fixing disapproved ads or suspended sites.
This document discusses how using ad extensions in Google Ads can increase visibility, clickthrough rates, and return on investment. It identifies six types of ad extensions - sitelinks, callout extensions, review extensions, call extensions, location extensions, and app extensions - and explains how each can help qualify customers and make ads more relevant. On average, each new ad extension results in a 10-15% increase in clickthrough rate. Ad extensions can appear on search network ads and some may also appear on display network ads, with AdWords choosing the most useful combination.
Genuine google seo checklist top secretRalph Paglia
The document provides an optimization checklist for various marketing objectives and tactics in Google AdWords. It lists best practices for optimizing search campaigns, display campaigns, TrueView video ads, bidding strategies, targeting, mobile sites, and more. The checklist notes that the recommendations are not guaranteed to improve performance and should be used at the advertiser's discretion. The most up-to-date version can be found on google.com/partners.
This document provides a checklist of digital growth strategies for e-commerce businesses, including branding, social media management, email marketing, content marketing, search engine optimization, online reputation management, and digital advertising strategies like pay per click advertising and search engine advertising. It also includes recommendations around ecommerce website development, mobile commerce, warehouse integration, analytics, and ensuring a complete digital presence and strategy.
Digital and physical touchpoints in the automotive industryRalph Paglia
1. The automotive industry is undergoing a digital transformation, with OEMs investing heavily in digital solutions to sell vehicles and services online as consumers expect seamless experiences across digital and physical channels.
2. However, most customers still want some physical interactions, like seeing vehicles in person before purchasing. OEMs must balance digital and physical touchpoints to meet evolving consumer expectations.
3. Providing a seamless omnichannel experience across all customer interactions will be key to success. OEMs must integrate their digital and physical systems to ensure smooth transitions between channels.
The document discusses an excerpt from the book "42 Rules of Social Media for Small Business" which provides rules and guidance for using social media effectively for small businesses. It describes the changing context of communication as new technologies have emerged and how social media is affecting personal and global communication. The excerpt emphasizes that understanding principles of online communication is more important than chasing the latest trends and that small businesses should focus on select social media platforms and stick with them to make an impact.
Google dealer guidebook best practices completeRalph Paglia
The document provides guidance for dealers and agency partners on optimizing their use of Google's products. It is organized into four pillars: Fundamentals, Basics, Differentiators, and Growth Levers. The Fundamentals section focuses on basic but important tactics like prioritizing website speed and simplicity. The Basics section outlines tested growth strategies for paid search, display, and audience targeting like maximizing brand search and location-based targeting. The Differentiators section presents advanced strategies in these areas. The Growth Levers section explores emerging tactics for measurement and automation. The goal is to help partners prioritize Google's products based on their marketing objectives and digital maturity.
This document provides recommendations for Triumph Motorcycles to harness digital media to drive sales and brand awareness. It discusses how media consumption has shifted online and the benefits of a modern digital advertising approach using paid search, retargeting, and attribution modeling. It also stresses the importance of continuing traditional media efforts while leveraging relationships, and monitoring social media to understand brand perceptions. A three-step plan is proposed focusing on optimizing digital advertising, partnering with publishers, and initiating social listening.
Toyota kc region dealer summit presentationRalph Paglia
Ralph Paglia presented at a Toyota dealer summit on digital marketing and internet sales challenges. He discussed how 5 Toyota dealers in the Kansas City region stood out for better website content marketing and higher website visitor to contact conversion rates. Paglia also covered how setting up social media sharing and online reviews can help dealers, and the importance of lead management practices like direct phone contact and follow up to increase sales closing ratios from internet leads. He emphasized that increasing closing ratios requires more than just timely response, but showing genuine interest in customers and their needs.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Tips modular strategy for digital marketingRalph Paglia
Traffic to a website is generated through marketing, search engine optimization, and referrals. Interactive content like inventory and forms allows customers to interact. The process refers to how dealers respond to leads through email and phone techniques. Sales activities happen after leads become showroom visitors. Effectiveness is measured by unique visitors, form submissions, appointment shows, and closing ratios.
The mercedes benz x-class concept pickup truck is hereRalph Paglia
Mercedes-Benz unveiled the X-Class concept pickup truck. The X-Class will be the first "premium" pickup and is intended to fill a gap in Mercedes' product portfolio. It will compete in growing midsize pickup markets globally but not in the US, where Detroit automakers dominate. The X-Class concept emphasizes luxury and off-road capability and will enter production in late 2017 with diesel power and all-wheel drive.
Seo in a mobile first era markteters editionRalph Paglia
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends developing a responsive mobile website or mobile-specific site, optimizing page speed, implementing AMP pages, ensuring accessible mobile content, adding relevant structured data, and tracking mobile search queries and performance. The overall message is that mobile-first practices are crucial as search becomes increasingly dominated by mobile users.
1. Guerrilla Marketing and Competitive Conquest Advertising Strategies
See multiple case studies and detailed examples showcasing dealers
who use the Internet to take market share away from their competition
Ralph Paglia - AutoCon 2012 – Starvine Room 7
The online marketing and advertising strategies that attendees will learn in this session
are not for the timid or faint of heart. Ralph Paglia will be presenting the current and
updated version of his famous 2nd Digital Dealer Conference workshop that identified
stealth tactics used by highly aggressive dealers to divert traffic originally intended and
bound for the competition to the aggressor's web sites and landing pages. As
controversial as several of these techniques are, many of which are banned in over a
dozen countries, you will want to learn about them so you can recognize when they are
used against your dealership. With today's technologies and the sophisticated
messaging and advertising systems available, there are more ways than ever before
for aggressive dealers to take their competition's customers away from them.
Attendees will be provided with online tools and techniques to see exactly which
keywords the competition is bidding on in Google, how much budget they have
allocated for their web site's advertising, how to use your dealer advertising
association's own web site to take customers from other dealers and how to select the
"weakest gazelle" from among the herd of dealers in your market to "take down".
2. Introduction and Background:
www.ADMPC.com
Ralph Paglia
President
Automotive Media Partners, LLC
• Led build-out and development of
Tier10’s Digital Marketing, Advertising and Social
Media Strategies, Tactics and client service capabilities
• Automotive Digital Marketing Professional Community creator and Editor-in-Chief
• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…
• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…
• Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing
Consulting and Ford Co-Op supported Digital Advertising program for Dealers…
• Ran 1st retail automotive Behavioral Targeting Digital Advertising program…
• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota,
Mercedes-Benz, Hyundai and 250+ dealers & groups…
• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access
to post vehicle inventory listings on defense contractor BBS’s…
44. Using the LMA Dealer Association Website to Siphon Leads
Competitor URL Redirect Tactic known as the
“Drew Ament Technique” – CourtesyChevyAZ.com
45. Competitor URL Redirect Tactic known as the
“Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”
46. www.CourtesyChevyAZ.com
URL Redirect using the: “Drew Ament Technique”
S
c
This lead form goes to
r “Midway Chevrolet”!!!
o
ll
D
o
w
n
70. Relevant Text based
Hyperlinks reduce
leakage from your SEM
funnel and point search
engine spiders in the
right direction
Trust generating and validity
enhancing icons that are linked to
lead generating sites add to a
micro-site’s productivity
71. Special Financing and CreditEffective Outdoor Media Integration
Cost Based Offers
Bus Shelter signage campaign
has averaged 231 incoming
phone inquiries per month, along
with 862 site visitors to unique
URL, that generated 27 online
credit apps per month.
Bus Shelter Signage Displays Unique
800# Routed to eFinance Cell Phone
Average monthly cost is $6,500
resulting in 258 Opportunities To
Do Business, and an average
cost per UNIQUE lead of $25.19
Bus Shelter Signage Displays
Fast’n Easy Online Credit App URL
72. The next few slides will show actual
Search Engine listing results from:
• Ads placed directly by Courtesy Chevrolet for
placement within Google search results pages
per key word bids made by Courtesy
• Ads placed with Google by ClickMotive on behalf
of Courtesy Chevrolet
• Organic listings (free) that result from pro-active
SEO activities by BZ Results
Examples of SEM Results with Google
73. Search Campaign that bids
on competing dealership
names as a keyword…
SEM Vendor Campaign
Courtesy Chevrolet’s own in-
house SEM campaign
managed on a daily basis by
CRM dept.… Having multiple
and separate SEM campaigns
allows Courtesy to dominate
the search results, and pay
only for the one click that
usually results from the
search.
Competing Dealership Name Key Word Targeting
74. #1 CTR of
All Time!
3rd Party Branded “Stealth Site” that captures
Leads from customers getting book value…
76. December, 2006 – AZCentral.com & Cars.com
Courtesy’s AZCentral.com
Online Advertising Campaigns
drive consumers to “Deep
Links” into specialized content
within Courtesy Chevrolet’s
web site that is directly
relevant to the GM vehicle
promotion… This campaign
focused on selling out
remaining GMT800 Chevy
Silverado pickup trucks in
December 2006.
77. AZCentral.com & Cars.com
Courtesy’s
AZCentral.com
Online Ad
Campaigns drive
consumers to
“Landing Pages”
that use
specialized
content that is
directly relevant
to the special
offer or
promotion used
in the ad itself.
This campaign
focused on
showing
consumers with
tarnised previous
credit that they
can drive a new
Chevy while
restoring their
good credit.
78. Behavioral Targeting
“On-site Behavioral Targeting increases conversion 40-200%”
- TouchClarity.com
“Behavioral targeting technologies work by anonymously
monitoring and tracking the content read and sites visited by
a designated unique user or IP,” …then serving specific
advertising content to these prospective customers based on
their likelihood of responding to the campaign.
- SearchEngineJournal.com