The document discusses how having multiple dealership websites is more effective than a single website for digital marketing success. It explains that 75% of car buyers spend much of their online time shopping, and over 65% research vehicles online. The author details how his dealership significantly increased internet-generated leads and sales by implementing additional websites focused on specific topics and audiences, growing revenues over 200% with a 40% increase in interactive marketing costs. The document concludes that multiple targeted websites and landing pages provide higher conversion rates than traditional advertising methods.
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
ย
Social Media Marketing and Internet Reputation Management for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Turning Automotive Marketing Ideas Into ActionsBrian Pasch
ย
Brian Pasch leads dealers through marketing strategies and products that can impact sales, increase profits, and grow market share. Brian explains the "WHY" behind his recommendations and the video recording is also available to go along with these slides. Contact Brian Pasch for the video link at: brian@pcgcompanies.com. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
Analysis of case study Autobytel.com by Harvard Business School...
To get a copy of this report, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
How to integrate Internet Marketing & Social Media into Traditional Insurance Agency Marketing.
Originally presented at Insurance Expo 2011 on August 26, 2011
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
ย
Social Media Marketing and Internet Reputation Management for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Turning Automotive Marketing Ideas Into ActionsBrian Pasch
ย
Brian Pasch leads dealers through marketing strategies and products that can impact sales, increase profits, and grow market share. Brian explains the "WHY" behind his recommendations and the video recording is also available to go along with these slides. Contact Brian Pasch for the video link at: brian@pcgcompanies.com. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
Analysis of case study Autobytel.com by Harvard Business School...
To get a copy of this report, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
How to integrate Internet Marketing & Social Media into Traditional Insurance Agency Marketing.
Originally presented at Insurance Expo 2011 on August 26, 2011
Automotive Digital Marketing
With the automotive digital retailing process, dealers use online tools to transform how they sell vehicles . Learn more about this innovative method of selling cars.
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Automotive Digital Marketing
With the automotive digital retailing process, dealers use online tools to transform how they sell vehicles . Learn more about this innovative method of selling cars.
DMS your entire inventory live on FleetRates.com with HomeNet's WebiolPro and FleetRates. Be one of over 16,000 dealers across the nation who use Webiol to export their live inventory online. No Long Term Contracts or Commitments. Sign up today for FleetRates.com and WebiolPlus. Become a FleetRates.com certified dealer to get noticed and Sell More Cars.
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LotLinx Advertising Helps Car Dealers Sell Cars FasterBrian Pasch
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Learn why LotLinx is helping dealers to sell cars faster, increasing turn and profits. LotLinx sends SHOPPERS just not TRAFFIC to dealership websites. Call PCG for a live demo 732-450-8200. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
Google Display Marketing Jargon BusterRalph Paglia
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Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
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1. Dealership Web Sites - Is One Enough for Digital Marketing Success? - Automotive Digi... Page 1 of 2
Dealership Web Sites - Is One Enough for Digital Marketing
Success?
Posted by Ralph Paglia on January 17, 2008 at 3:00am
Previous Post | Next Post View Blog Posts
I would like to start this blog posting by suggesting that the Internet should be considered more of an
environment, rather than a communications and advertising medium... An environment capable of
delivering multiple forms of media through a myriad of communication channels.
By Ralph Paglia
Think of it this way: If you advertise on the radio, then people have to listen to a radio station to hear
your spot. If you advertise on TV, then prospects must be watching TV in order for your dealership to
receive an opportunity. This marketing conundrum situation is the same for newspapers, magazines and
outdoor. With the Internet, we now have a place where over 75 percent of car buyers spend far too many
hours of their time. A place where over 65 percent of new car buyers go to look for information that
helps them decide what vehicle to buy, and where to get it.
Through my experiences in the automotive industry, I have worked for a very progressive old-school
family-owned dealership that asked me to maximize their Internet sourced sales opportunities. We
experienced marked increases in Internet generated leads as we implemented more and more Web based
properties. Within sixteen months time, our Internet-based sales opportunities originating from Web
sites controlled by the dealership had increased by 400 percent. All this activity was driven by a single-
point Chevrolet dealership.
We worked diligently to improve both our BDC and Internet Sales Teams so that the store could better
capitalize on the Internet sales opportunities being generated. Before long, the eBusiness Department hit
their all-time peak with regard to appointments set by the Business Development Center (BDC) and
sales results with more than 400 new and used vehicles sold by the Internet Sales Teams. Shortly
thereafter, we increased the storeโs Internet sales by more than 200 percent while increasing Interactive
marketing expenses by 40 percent. Process execution improvements contributed to about 30 percent of
the sales increases, but marketing efficiency improvements generated far more sales increases than our
improved processes did.
Along the way, we have learned that having a single dealership Web site is the equivalent of having a
single outdoor billboard and calling it a โcampaign.โ One dealership Web site is simply not adequate
enough to support a true online marketing campaign. While growing into this highly effective lead
generation โmonster,โ most of us did not intend to create a strategy that included a wide array of various
Web sites, micro-sites and landing pages. It just became so apparent that multiple Web sites were more
efficient and cost effective at producing large volumes of high-quality exclusive leads than is possible
with a single Web site. In some ways, this effect reminds me of using a multiple-choice closing
technique. It is always more effective to ask, โWhich one of these terms and payments better fit into
your budget?โ than it is to show a single monthly payment to a car buyer and say โtake it, or leave it.โ
Let me share with you an experience that illustrates how effective multiple Web sites can be from a
purely financial perspective.
With a long-standing and successful relationship with our CRM provider in place, we were approached
by another Web site provider that told us we โhad to purchaseโ a GM-approved Web site from them if
http://www.automotivedigitalmarketing.com/profiles/blog/show?id=1970539%3ABlogPos... 9/13/2008
2. Dealership Web Sites - Is One Enough for Digital Marketing Success? - Automotive Digi... Page 2 of 2
we wanted to be a GM Certified Internet Dealer. It turns out that if we wanted a direct hyperlink from
the dealer search results within the Chevrolet.com Web site to a dealership Web site, then that site had to
be from a specific provider in order for GM to provide a link from either the GM or Chevrolet Web
sites. When we asked about the cost, we got a range of answers, but ended up leveraging our contacts at
GM to compel the sales representative to sign us up for the minimum GM Web site package.
Despite the fact that we never had any desire or intent of buying a Web site from this provider, the site
averaged about 20 leads each month and approximately 2 to 3 sales from those leads. This is certainly
nothing to brag about for a large Chevy dealership, but from a financial perspective, it does boil down to
an average lead cost of less than $20 each and an average cost per vehicle retailed (PVR) of less than
$200 each. Granted, the volume is nothing to write home about, but the concept of having more than one
Web site intrigued us from a cost-effectiveness perspective. This successful Chevy store, along with
other top-performing dealers, are capitalizing on the increased results of launching multiple Web sites
and micro sites, each focused on specific topics and customer segments. This strategy of developing a
portfolio of online properties has proven to be much more cost effective in selling cars than if those
same dollars were redirected into buying leads or any other form of advertising.
The bottom line is that creating and launching multiple Web sites targeted to specific customer
segments, multiple micro sites that are hyper focused on specific models or parts of the buying process,
and landing pages are all designed to achieve the highest conversion rates from clicks to phone calls and
leads. All of them are a far more effective use of marketing dollars than that same old full-page ad in a
newspaper, direct mail campaign or series of radio spots. Whoโs going to figure it out first: You or the
dealer down the road?
http://www.automotivedigitalmarketing.com/profiles/blog/show?id=1970539%3ABlogPos... 9/13/2008