The document discusses content marketing strategy and the importance of visual content and storytelling. It emphasizes that marketing should become a service that inspires consumers rather than an interruption. Data shows that content marketing leads to lower costs, more leads, and better conversion rates compared to traditional marketing. The document explores different types of visual content options and provides examples. It also stresses defining marketing problems in the context of content and understanding consumer mindsets to determine the role of content along the consumer journey. Creating buyer personas is presented as important for deciding what content to create.
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
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
Women In Automotive 2016 - Dena Denman & Jessie HochhalterChristina Fowinkle
Digital Roadmap to Purchase - and the Changing Female Shopper
Consumer behavior has changed forever. Today's battle for hearts, minds and dollars is won (or lost) in micro-moments-intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. It's no surprise that consumers turn to digital - especially mobile - as they shop for a car. We will weave in some data on the female shopper micro-moments.
Joint Session Current and Future Potential of Video in Car Dealershipskarinabradley
Today's car buyers conduct extensive online research before visiting dealerships. They are armed with information from search queries and online videos viewed on their smartphones and tablets. While the traditional car buying process still applies, brands must meet consumers' information needs at every stage of their journey. Video content is especially influential, as it allows buyers to explore vehicles in different ways. Over 80% of buyers who watch online videos about vehicles later take a related action like contacting a dealer. To engage today's savvy shopper, brands must deliver helpful content like video across all the consumer's touchpoints, from initial online searches to dealership visits.
Turning Automotive Marketing Ideas Into ActionsBrian Pasch
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.
How to Market to, Sell and Service the Connected Consumer and Grow Your Busin...asTech
Frank Terlep has over 32 years of experience in the auto body and repair industry. He discusses how the industry has changed with larger consolidations, more complex vehicles, and insurers wanting more control over the repair process. Today's connected consumer expects an experience, education on repairs, status updates, qualified technicians, and price transparency. However, many shops do not focus their marketing budget and activities on connected consumers. Frank recommends implementing tools like branded email, text, social media, customer databases, mobile apps, websites, digital signage, and more to better engage and serve today's connected consumer. Everything should be measured to improve performance and sales.
The document discusses search engine optimization (SEO) for the Enterprise CarShare business page. It analyzes keywords like "commercial fleet", recommends optimizing the page and title tag for this keyword phrase, and explains how this could increase relevant traffic and sales.
The document discusses the benefits of using search engine marketing (SEM) for automotive advertising. It recommends a three-pronged attack using paid search, digital advertising networks, and audio ads on Google. SEM is effective because car shoppers use search engines more than other media when researching dealerships. Properly targeted paid search campaigns can generate leads at low costs. Digital networks also allow behavioral targeting of local audiences. Audio ads on Google provide broad local reach in a cost-effective manner. When used together, these SEM tactics can significantly increase dealership leads and sales while reducing overall advertising costs.
Social Media Marketing and Internet Reputation Management for Car DealersSocial Media Marketing
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
Women In Automotive 2016 - Dena Denman & Jessie HochhalterChristina Fowinkle
Digital Roadmap to Purchase - and the Changing Female Shopper
Consumer behavior has changed forever. Today's battle for hearts, minds and dollars is won (or lost) in micro-moments-intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. It's no surprise that consumers turn to digital - especially mobile - as they shop for a car. We will weave in some data on the female shopper micro-moments.
Joint Session Current and Future Potential of Video in Car Dealershipskarinabradley
Today's car buyers conduct extensive online research before visiting dealerships. They are armed with information from search queries and online videos viewed on their smartphones and tablets. While the traditional car buying process still applies, brands must meet consumers' information needs at every stage of their journey. Video content is especially influential, as it allows buyers to explore vehicles in different ways. Over 80% of buyers who watch online videos about vehicles later take a related action like contacting a dealer. To engage today's savvy shopper, brands must deliver helpful content like video across all the consumer's touchpoints, from initial online searches to dealership visits.
Turning Automotive Marketing Ideas Into ActionsBrian Pasch
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.
How to Market to, Sell and Service the Connected Consumer and Grow Your Busin...asTech
Frank Terlep has over 32 years of experience in the auto body and repair industry. He discusses how the industry has changed with larger consolidations, more complex vehicles, and insurers wanting more control over the repair process. Today's connected consumer expects an experience, education on repairs, status updates, qualified technicians, and price transparency. However, many shops do not focus their marketing budget and activities on connected consumers. Frank recommends implementing tools like branded email, text, social media, customer databases, mobile apps, websites, digital signage, and more to better engage and serve today's connected consumer. Everything should be measured to improve performance and sales.
The document discusses search engine optimization (SEO) for the Enterprise CarShare business page. It analyzes keywords like "commercial fleet", recommends optimizing the page and title tag for this keyword phrase, and explains how this could increase relevant traffic and sales.
The document discusses the benefits of using search engine marketing (SEM) for automotive advertising. It recommends a three-pronged attack using paid search, digital advertising networks, and audio ads on Google. SEM is effective because car shoppers use search engines more than other media when researching dealerships. Properly targeted paid search campaigns can generate leads at low costs. Digital networks also allow behavioral targeting of local audiences. Audio ads on Google provide broad local reach in a cost-effective manner. When used together, these SEM tactics can significantly increase dealership leads and sales while reducing overall advertising costs.
The document provides guidance on optimizing landing pages by including key elements like a compelling headline, introductory text, key benefits, calls to action, forms, and supporting elements. It recommends crafting the headline and benefits to address user needs, keeping the call to action visible, minimizing forms, and including testimonials that specifically address common objections. The guidance is intended to help users clearly understand and easily complete the desired action on the landing page.
This document discusses strategies for marketing, selling, and servicing connected consumers. It begins with an overview of the auto body industry and how the marketing landscape has changed. Traditional marketing is compared to digital marketing approaches. New strategies discussed include focusing on the connected consumer, prioritizing websites and mobile optimization, utilizing search engine optimization, email marketing, social media, online reviews and reputation management, video, and customer relationship management systems. The benefits of these approaches are explained, such as increasing sales, referrals, and profits through engaging more customers digitally.
The document outlines 7 tips for automotive marketing presented by Pinckney Automotive. The tips are: 1) Analyze referral traffic sources, 2) Use video marketing as most car shoppers watch YouTube, 3) Have a responsive digital strategy for multiple devices, 4) Improve email marketing through segmentation and video, 5) Nurture marketing leads with follow-up communications, 6) Train sales teams to close more deals, and 7) Develop loyal returning customers through ongoing communication. The document emphasizes the importance of digital and multimedia marketing strategies based on consumer research insights.
This document discusses using messenger marketing to engage customers, collect data, and increase sales. It recommends using messenger apps for personalized, digital conversations to gain a competitive advantage. Messenger marketing allows businesses to offer support, get feedback, reward loyalty, and engage customers through chat in a way that is fully automated.
Toyota Kansas City Region Dealer Summit - 2010Ralph Paglia
Presentation delivered by Ralph Paglia top over 140 dealers who attended the Toyota Kansas City Region Dealer Summit in January 2010. To learn more about Automotive Digital Marketing, please visit my professional community online at http://www.automotivedigitalmarketing.com/
12 meo tang ty le chuyen doi tren trang landingpageGetfly CRM
This document provides 12 tips for increasing landing page conversion rates. It begins by stating that testing landing pages is more important for conversion rates than creating new ads. Some key tips include:
- Keep headlines simple, clear and promise a solution to the visitor's problem. Test different headline variations.
- Use detailed, human testimonials that specifically describe customer benefits rather than generic quotes.
- Simplify lead capture forms by reducing the number of required fields which can increase conversions and decrease costs.
Autobytel.com is an online automotive marketplace that connects customers with car dealerships. It offers services like building customized vehicles, value-added services, and sending final orders to dealers based on their geographic territories. The company is questioning how to best position itself in the market given its new products and services. It is also considering whether to increase advertising spending, potentially using both traditional and new media. Autobytel was founded in 1995 and operates various automotive websites while providing information to help consumers purchase new and used cars. It connects thousands of dealers nationwide but has been struggling with high spending on marketing, sales, and administration compared to its revenues.
Facebook Messenger recently surpassed 1.2 BILLION users and marketers are reporting astounding early results on the platform - including open rates 4 times greater than that of emails and a significant decrease in customer acquisition costs.
Messenger can now be used for everything from news updates to booking appointments and even getting food delivered.
Facebook Messenger Ads and chatbots are on every marketer’s radar but will they work for your business? And how do you even get started?
In this session we’ll take you through everything you need to know about Facebook Messenger ads, including:
• Performance statistics vs other digital marketing channels
• A live demo on creating a Messenger ad and workflow from scratch
• Communicating with messenger subscribers via broadcasts and workflows
• Case studies and examples of effective messenger ads
• Integrating messenger channels into your marketing mix
The document discusses how Courtesy Chevrolet in Phoenix, Arizona grew its internet sales staff from 10 to 300 cars per month through organic growth and specialization. It achieved this by establishing separate business development center and internet sales teams for new and used vehicles. These teams were given specialized roles and their staffing levels increased over time. This organic growth approach allowed the dealership to significantly increase its monthly internet sales volume and become a leading online retailer of Chevrolet vehicles.
Social Media Advertising With Google Wildfire and Polk Data Brian Pasch
Brian Pasch discusses Social Media Advertising with the Google Wildfire in this webinar that was presented in September 2013. Learn how to leverage Facebook advertising and Polk data targeting to sell more cars.
The document discusses branding and marketing strategies. It provides tips for analyzing audiences, choosing a brand name, crafting a clear message, and fusing brand assets with strategic directions and key audiences. An example is provided of a branding workshop for a hypothetical car services app called CarPixie, which aims to help busy women efficiently find local car care services. The workshop analyzes the target audience and develops an "elevator pitch" message and mission for the brand.
What Drives Women?
Women make a majority of service and buying decisions, but most are uncomfortable bringing their cars in for service. Why is this? This Webinar will help you capture more of a demographic that is crucial to your business.
The document discusses best practices for optimizing vehicle listings based on a study of how car shoppers browse dealership inventories online. Some of the key findings include that shoppers prioritize seeing actual photos of vehicles and information about the specific vehicle rather than general dealership promotions. It also found that elements like price are less important to shoppers initially than features like color. The summary provides guidelines for dealerships to present inventory in a way that better connects shoppers to individual vehicles.
Generation “C” is not a demographic. It's everyone. Your existing and potential customers are all connected, and in control. Today’s connected consumers require all businesses, including collision repairers to connect, communicate, market to, sell and service them in the same ways they connect and communicate!
Om September 18th 2015 Frank Terlep, CEO and Lead Sherpa of Summit eMarketing Sherpa’s introduced more than 250 Canadian Collision Industry Forum attendees to several tools, technologies and techniques today’s Canadian collision repairers, insurers and other industry participants need to utilize to connect with, communicate, market to, sell and service today’s “connected consumer.”
Dealix Ralph Paglia Automotive Marketing Interview Part1Ralph Paglia
The document summarizes an interview with Ralph Paglia, the CRM/e-business director of Courtesy Chevrolet, one of the top Chevrolet dealers. Paglia discusses how most online car buyers submit leads to multiple dealerships for different brands, which results in high lead defection rates. He also explains that Courtesy Chevrolet has adapted its lead management process to better pursue buyers who are considering other brands and models beyond their original submission.
Chambers of Commerce and the Never Ending Tech RevolutionGIS Planning
In the age of Yelp! and other popular online social networking sites, providing member value is a 24/7 job. In this American Chamber of Commerce Executives Annual Conference session attendees learned how new digital tools and online strategies help chambers offer new member services, improve retention, grow online revenue and stimulate regional economic development.
Topics include:
- Disintermediation
- The new value of chambers of commerce
- Reducing transactional friction
- Tech companies disrupting chambers
- Five things chambers can do to win online
- The challenge of face-to-face networking
- Big businesses are a big problem for small businesses
- Online member services
- Online business assistance
- Market research
- Business intelligence and market research
- Search engine optimization
- Get your business online
- Chamber directories
- Online learning vs. training for online success
- Site selection and business attraction
- Economic development
- Online GIS
- Marketing effectiveness
- Membership drives
- Internet ambassadors
- Social media challenges
- Weaknesses of mobile apps
- Online advertising
- Freemium as a business model for chambers of commerce
Dealership Websites; One Is Not Enough! by Ralph PagliaRalph Paglia
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 are far more cost-effective for converting visitors to calls and sales than traditional advertising methods.
The document discusses strategies for optimizing content marketing. It covers creating buyer personas to inform content strategy, optimizing content for searchability and shareability, distributing content through various social media channels and measuring performance. The key takeaways are to distribute content across multiple channels, create buyer personas, optimize for search and sharing, and always measure content performance.
The document provides an agenda for a marketing event with details on speakers and session topics. The first session from 3:00-4:20pm is called "Get Ready Module" led by Virginia Sharma. The second session from 4:30-5:45pm is "Get Set Module" with speakers Dr. Kaustubh Nande and Katrina Too. The third session from 6:10-7:00pm is "Showing Impact Module" led by Daniel Hochuli. There is a 10 minute break scheduled. The event concludes with a speaker named Abeer Basu presenting from 7:10-8:00pm.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow, releases endorphins, and promotes changes in the brain which help enhance one's emotional well-being and mental clarity.
The document outlines an agenda for a marketing event, including sessions on getting started with content marketing, showing impact of content marketing, and best practices. It then discusses how content marketing is relevant for businesses of all sizes due to social media conversations and higher customer trust in brands with online presence. Examples are provided of successful B2B content marketing campaigns that increased brand awareness and drove engagement. The importance of understanding buyer personas and addressing their concerns through differentiated messaging is also emphasized.
The document provides guidance on optimizing landing pages by including key elements like a compelling headline, introductory text, key benefits, calls to action, forms, and supporting elements. It recommends crafting the headline and benefits to address user needs, keeping the call to action visible, minimizing forms, and including testimonials that specifically address common objections. The guidance is intended to help users clearly understand and easily complete the desired action on the landing page.
This document discusses strategies for marketing, selling, and servicing connected consumers. It begins with an overview of the auto body industry and how the marketing landscape has changed. Traditional marketing is compared to digital marketing approaches. New strategies discussed include focusing on the connected consumer, prioritizing websites and mobile optimization, utilizing search engine optimization, email marketing, social media, online reviews and reputation management, video, and customer relationship management systems. The benefits of these approaches are explained, such as increasing sales, referrals, and profits through engaging more customers digitally.
The document outlines 7 tips for automotive marketing presented by Pinckney Automotive. The tips are: 1) Analyze referral traffic sources, 2) Use video marketing as most car shoppers watch YouTube, 3) Have a responsive digital strategy for multiple devices, 4) Improve email marketing through segmentation and video, 5) Nurture marketing leads with follow-up communications, 6) Train sales teams to close more deals, and 7) Develop loyal returning customers through ongoing communication. The document emphasizes the importance of digital and multimedia marketing strategies based on consumer research insights.
This document discusses using messenger marketing to engage customers, collect data, and increase sales. It recommends using messenger apps for personalized, digital conversations to gain a competitive advantage. Messenger marketing allows businesses to offer support, get feedback, reward loyalty, and engage customers through chat in a way that is fully automated.
Toyota Kansas City Region Dealer Summit - 2010Ralph Paglia
Presentation delivered by Ralph Paglia top over 140 dealers who attended the Toyota Kansas City Region Dealer Summit in January 2010. To learn more about Automotive Digital Marketing, please visit my professional community online at http://www.automotivedigitalmarketing.com/
12 meo tang ty le chuyen doi tren trang landingpageGetfly CRM
This document provides 12 tips for increasing landing page conversion rates. It begins by stating that testing landing pages is more important for conversion rates than creating new ads. Some key tips include:
- Keep headlines simple, clear and promise a solution to the visitor's problem. Test different headline variations.
- Use detailed, human testimonials that specifically describe customer benefits rather than generic quotes.
- Simplify lead capture forms by reducing the number of required fields which can increase conversions and decrease costs.
Autobytel.com is an online automotive marketplace that connects customers with car dealerships. It offers services like building customized vehicles, value-added services, and sending final orders to dealers based on their geographic territories. The company is questioning how to best position itself in the market given its new products and services. It is also considering whether to increase advertising spending, potentially using both traditional and new media. Autobytel was founded in 1995 and operates various automotive websites while providing information to help consumers purchase new and used cars. It connects thousands of dealers nationwide but has been struggling with high spending on marketing, sales, and administration compared to its revenues.
Facebook Messenger recently surpassed 1.2 BILLION users and marketers are reporting astounding early results on the platform - including open rates 4 times greater than that of emails and a significant decrease in customer acquisition costs.
Messenger can now be used for everything from news updates to booking appointments and even getting food delivered.
Facebook Messenger Ads and chatbots are on every marketer’s radar but will they work for your business? And how do you even get started?
In this session we’ll take you through everything you need to know about Facebook Messenger ads, including:
• Performance statistics vs other digital marketing channels
• A live demo on creating a Messenger ad and workflow from scratch
• Communicating with messenger subscribers via broadcasts and workflows
• Case studies and examples of effective messenger ads
• Integrating messenger channels into your marketing mix
The document discusses how Courtesy Chevrolet in Phoenix, Arizona grew its internet sales staff from 10 to 300 cars per month through organic growth and specialization. It achieved this by establishing separate business development center and internet sales teams for new and used vehicles. These teams were given specialized roles and their staffing levels increased over time. This organic growth approach allowed the dealership to significantly increase its monthly internet sales volume and become a leading online retailer of Chevrolet vehicles.
Social Media Advertising With Google Wildfire and Polk Data Brian Pasch
Brian Pasch discusses Social Media Advertising with the Google Wildfire in this webinar that was presented in September 2013. Learn how to leverage Facebook advertising and Polk data targeting to sell more cars.
The document discusses branding and marketing strategies. It provides tips for analyzing audiences, choosing a brand name, crafting a clear message, and fusing brand assets with strategic directions and key audiences. An example is provided of a branding workshop for a hypothetical car services app called CarPixie, which aims to help busy women efficiently find local car care services. The workshop analyzes the target audience and develops an "elevator pitch" message and mission for the brand.
What Drives Women?
Women make a majority of service and buying decisions, but most are uncomfortable bringing their cars in for service. Why is this? This Webinar will help you capture more of a demographic that is crucial to your business.
The document discusses best practices for optimizing vehicle listings based on a study of how car shoppers browse dealership inventories online. Some of the key findings include that shoppers prioritize seeing actual photos of vehicles and information about the specific vehicle rather than general dealership promotions. It also found that elements like price are less important to shoppers initially than features like color. The summary provides guidelines for dealerships to present inventory in a way that better connects shoppers to individual vehicles.
Generation “C” is not a demographic. It's everyone. Your existing and potential customers are all connected, and in control. Today’s connected consumers require all businesses, including collision repairers to connect, communicate, market to, sell and service them in the same ways they connect and communicate!
Om September 18th 2015 Frank Terlep, CEO and Lead Sherpa of Summit eMarketing Sherpa’s introduced more than 250 Canadian Collision Industry Forum attendees to several tools, technologies and techniques today’s Canadian collision repairers, insurers and other industry participants need to utilize to connect with, communicate, market to, sell and service today’s “connected consumer.”
Dealix Ralph Paglia Automotive Marketing Interview Part1Ralph Paglia
The document summarizes an interview with Ralph Paglia, the CRM/e-business director of Courtesy Chevrolet, one of the top Chevrolet dealers. Paglia discusses how most online car buyers submit leads to multiple dealerships for different brands, which results in high lead defection rates. He also explains that Courtesy Chevrolet has adapted its lead management process to better pursue buyers who are considering other brands and models beyond their original submission.
Chambers of Commerce and the Never Ending Tech RevolutionGIS Planning
In the age of Yelp! and other popular online social networking sites, providing member value is a 24/7 job. In this American Chamber of Commerce Executives Annual Conference session attendees learned how new digital tools and online strategies help chambers offer new member services, improve retention, grow online revenue and stimulate regional economic development.
Topics include:
- Disintermediation
- The new value of chambers of commerce
- Reducing transactional friction
- Tech companies disrupting chambers
- Five things chambers can do to win online
- The challenge of face-to-face networking
- Big businesses are a big problem for small businesses
- Online member services
- Online business assistance
- Market research
- Business intelligence and market research
- Search engine optimization
- Get your business online
- Chamber directories
- Online learning vs. training for online success
- Site selection and business attraction
- Economic development
- Online GIS
- Marketing effectiveness
- Membership drives
- Internet ambassadors
- Social media challenges
- Weaknesses of mobile apps
- Online advertising
- Freemium as a business model for chambers of commerce
Dealership Websites; One Is Not Enough! by Ralph PagliaRalph Paglia
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 are far more cost-effective for converting visitors to calls and sales than traditional advertising methods.
The document discusses strategies for optimizing content marketing. It covers creating buyer personas to inform content strategy, optimizing content for searchability and shareability, distributing content through various social media channels and measuring performance. The key takeaways are to distribute content across multiple channels, create buyer personas, optimize for search and sharing, and always measure content performance.
The document provides an agenda for a marketing event with details on speakers and session topics. The first session from 3:00-4:20pm is called "Get Ready Module" led by Virginia Sharma. The second session from 4:30-5:45pm is "Get Set Module" with speakers Dr. Kaustubh Nande and Katrina Too. The third session from 6:10-7:00pm is "Showing Impact Module" led by Daniel Hochuli. There is a 10 minute break scheduled. The event concludes with a speaker named Abeer Basu presenting from 7:10-8:00pm.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow, releases endorphins, and promotes changes in the brain which help enhance one's emotional well-being and mental clarity.
The document outlines an agenda for a marketing event, including sessions on getting started with content marketing, showing impact of content marketing, and best practices. It then discusses how content marketing is relevant for businesses of all sizes due to social media conversations and higher customer trust in brands with online presence. Examples are provided of successful B2B content marketing campaigns that increased brand awareness and drove engagement. The importance of understanding buyer personas and addressing their concerns through differentiated messaging is also emphasized.
How to show impact with your content marketing:Supriya Thakral
The document discusses key metrics for measuring the impact of content marketing. It identifies three pillars - content optimization metrics like shares and comments, customer acquisition metrics like click-through rate and conversions, and subscriber audience metrics like subscribers and retention rate. It emphasizes the importance of showing impact to prove return on investment and secure business buy-in. It provides examples and best practices for tracking different metric types and calculating customer lifetime value and revenue attribution across marketing touchpoints.
Establishing thought leadership through Experiential Content Marketing Supriya Thakral
The document discusses how IBM used an experiential content marketing event called IBM Developer Connect to establish itself as a thought leader. The event included keynotes, panels, demos and hands-on labs around emerging technologies. Content was packaged in a relaxed format and experiences like a robot and music were included. The event reached over 9 million people on social media and generated new content. Experiential events are an effective way to market content when a clear strategy is used to share content in snackable formats and engage audiences visually.
FrogIdeas aimed to build awareness of 10,000 Startups through social media. They sought to establish 10,000 Startups as a thought leader in the startup industry and drive conversations with stakeholders like entrepreneurs, investors, and the government. FrogIdeas used visual content like images and infographics to engage these groups. Their approach helped connect startups to opportunities, position 10,000 Startups as a go-to brand, and partner with the government on events. Through visual content, FrogIdeas achieved over 50,000 new followers, 5.5 million brand impressions, and 5 times their application target for 10,000 Startups.
The document discusses content marketing strategy and the importance of visual content and storytelling. It provides examples of different types of visual content that can be used, such as images, infographics, videos, and 360 videos. It emphasizes that marketing should help, educate and inspire consumers rather than simply be an interruption. Effective content marketing relies on understanding the consumer, their buyer journey, and creating content that increases trust in the brand to position it as the best resource in its category.
The keynote address discusses how the automotive industry and dealerships must evolve to keep up with changing customer preferences and technology. Specifically, it notes that most car buyers now conduct significant online research before visiting dealerships. It encourages dealerships to embrace digital marketing strategies like social media, videos, and targeted online ads to better connect with customers throughout the entire car buying process, from initial research to final purchase. The speaker argues that dealerships and salespeople must change how they operate in order to survive and thrive in this new environment.
Paul Sansone Jr. – Relationship Selling – Developer of Technology for today’s...Sean Bradley
1) The document discusses how the auto sales industry has changed from a relationship-based model in the past to a more online and price-focused model currently.
2) It promotes the EZ Referral Network program which provides training and technology to help salespeople generate their own leads through relationships, referrals, and networking rather than relying on dealership leads.
3) The goal is to change the sales culture to one where salespeople are business owners who can grow their customer base organically and make more money through relationship-selling and repeat/referral business.
This document provides an overview of Jason Cass's approach to transforming a business into a social and digital business. It outlines ground rules for working with Jason, common objections to social and digital strategies and myths about online selling. The document also shares case studies of social media marketing campaigns and their results. Key tools for social media, digital media, and the overall "blueprint" for running a social and digital agency are also outlined.
Joint Session Current and Future Potential of Video in Car Dealershipskarinabradley
Today's car buyers conduct extensive online research before visiting dealerships. They are armed with information from search queries and online videos viewed on their smartphones and tablets. While the traditional car buying process still applies, brands must meet consumers' information needs at every stage of their journey. Video content is especially influential, as it allows buyers to explore vehicles in different ways. Over 80% of buyers who watch online videos about vehicles later take a related action like contacting a dealer. To engage today's savvy shopper, brands must deliver helpful content like video across all the consumer's touchpoints, from initial online searches to dealership visits.
The document provides an overview of search engine marketing (SEM) and discusses why it is an important opportunity for the Milwaukee Journal Sentinel to sell. It notes that Google accounts for over 90% of search traffic and that SEM can drive immediate traffic and compelling ads perform better. The document then discusses the SEM sales process, including implementation, profit breakdowns, and recommendations for prospects. It emphasizes that combining SEM with search engine optimization provides benefits like increased organic click-through rates.
“Marketing To, Selling and Servicing the Connected Consumer.”asTech
Generation “C” is not a demographic. It's everyone. Your existing and potential customers are all connected, and in control. Today’s connected consumers require all businesses, including collision repairers to connect, communicate, market to, sell and service them in the same ways they connect and communicate! Frank Terlep, CEO and Lead Sherpa of Summit eMarketing Sherpa’s, facilitated this session for an AKZO Acoat Meeting in Wilmington,NC and helped attendees understand the tools, technologies and techniques today’s auto body and repair shops need to utilize to connect with, communicate, market to, sell and service today’s “connected consumer.”
This document provides an overview of Zoomcar, an Indian self-drive car rental company. It includes information about the company's founders, fleet size, funding raised, vision for global and India expansion, and new business models being explored. The document also analyzes Zoomcar's website and mobile performance, SEO, social media presence, creative content, marketing campaigns, and recommendations to improve SEO, influencer marketing, Google ads, email marketing and more.
This document discusses various services for creating promotional videos, including professional scriptwriting, voice artists, and music. It also contains links to websites for video production and digital marketing services. The document provides contact information for several people and organizations related to community building, growth hacking, and digital strategy for brands.
Jerome the Salesman is committed to leading and assisting the young generation with socio-cultural and entrepreneurial empowerment. Jerome Adzah is an entrepreneur, a volunteer and a passionate sales & marketing professional with over 7 years’ experience in providing services to financial institutions, FMCG’s, Recruitment Agencies, IT and Business consultancies etc.
This document discusses how dealers and consumers differ in their approaches to vehicle pricing and trade-in values. It introduces DealerCue as a system that bridges this gap by integrating third-party data and market insights. Specific products are highlighted, including VinCue for appraisals, RevCue for websites and inventory, and AdCue for targeted digital ads. Customer testimonials praise the responsiveness and results from using DealerCue's tools. The company's growth, finances, team, and opportunities are overviewed, with a focus on continued product innovation.
Paul Sansone Jr.: To Win The War Against Your Competition You Need a Strong A...Sean Bradley
This document discusses strategies for car dealerships to strengthen their sales forces and compete effectively against increasing competition. It recommends building up both the "air force" of internet and digital marketing as well as the "ground force" of salespeople through training and tools. Specific tactics mentioned include training salespeople in social media marketing and customer relationship management, empowering them with personalized websites, and focusing on relationship-building and referrals through loyalty programs.
Next Level Auto Retailing - Inspired by Customers v2 with audio timed animationKen Gregson
This document discusses the changing expectations of customers in the automotive retail industry and how dealerships need to adapt their sales processes to meet these new expectations. It notes that customers now do most of their research online before visiting dealerships and want the car buying process to be easy and hassle-free. The document then presents a proposed "Customer Inspired Sales Process" that focuses on engaging with customers wherever they are, listening to their needs, providing selection and pricing information upfront, and making the purchase and ownership experience flexible. It argues that dealerships need to choose digital retailing strategies, staffing structures, and sales processes that are customer-driven in order to remain successful in today's environment.
How Lead Loyal are Women Car Buyers? And why it's important to care
In this session, Scott Pechstein, VP of Sales and lead trainer for Autobytel Inc., highlights the buying motivations of today?s women car buyers and tips to help retailers improve lead loyalty, enhance customer service, and ultimately sell more cars to women consumers.
IS20G12 - Understanding the Customer Journey: Know the Signals that Influence...Sean Bradley
This document discusses understanding the customer journey in car sales and how digital advertising needs to be optimized. It notes that the customer journey has changed and car buying is no longer a linear process. It emphasizes that digital advertising needs logic and data applied at scale to understand signals like who, what, where, when to most effectively target audiences. Vanity metrics are not enough and ROI needs to be measured. Success requires balancing technology, expertise from vendors, and people to maximize returns on ad spend through continuous optimization.
Reputation Marketing is the Next Step for Businesses to EmbraceGlenn Pasch
Reputation Marketing is just the first step. Get reviews and then what. Learn how to grow your brand online and utilize your positive customer feedback to influence the next prospective customers online.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
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What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
3. #DMAICMC
is no longer about the stuff that you make,
but about the stories you tell.
- Seth Godin
4. #DMAICMC#DMAICMC
It’s about the purpose of your existence – help, educate and
inspire with your brand to fit the consumer’s journey
Storytelling
Lk Gupta | CMO/now
5. #DMAICMC#DMAICMC
It Is Not Advertising, But Much More!
Advertising Content
https://www.youtube.com/watch?v=FHtvDA0W34ILk Gupta | CMO/now
6. #DMAICMC#DMAICMC
It Is Not Advertising, But Much More!
Advertising Content
https://www.youtube.com/watch?v=UF7oU_YSbBQ
Lk Gupta | CMO/now
12. #DMAICMC#DMAICMC
What Does This Do for Consumers?
I know how you feel
I care!
Let me make you smile
Let me make it easy
for you
I like your brand
I trust your brand
I’ll buy from you
I’ll recommend
you
Brand
Consumer
Lk Gupta | CMO/now
13. #DMAICMC#DMAICMC
Data Supports Content Storytelling
92%Consumers trust other
people they know
51%Share online to
express preference
7.8xYoY growth in
unique traffic
for
content marketing
leaders
Sources: Aberdeen | DemandMetric | Hubspot | CMI | eyeviewdigital.com
62%Lower cost
Vs
Traditional Marketing
3xLeads
6xConversion rate
Vs non-adopters
Of content marketing
90%Amount of
information sent to
our brains is visual
Lk Gupta | CMO/now
30-86%
Better conversion
with video on
landing page
21. #DMAICMC#DMAICMC
Example: Auto Portal & App
My TG What I want
content to do
New car buyer; top 20 cities
Middle class, looking to buy
a car between Rs 5-10 lac;
Hasn’t decided which car
he’ll buy, but is looking for
the right car from amongst
top 3-4 manufacturers
Customer comes to our site only
to find out car specs and on-
road price and depends more
on friends and relatives for
advice – less than 50% of site
visitors actually read our expert
reviews. This limits our
pageviews and opportunity to
show expert content to them.
Create higher trust with
customers so that we become
the one and only destination
for car buyers to help them
decide their car purchase.
Increase our site visits and
position us as the best,
unbiased, in-depth auto
experts
Lk Gupta | CMO/now
My Marketing
Problem
25. #DMAICMC#DMAICMC
Your Content Must Help Do One Or More Of Three Things
Lk Gupta | CMO/now
In-depth content
to help choice
Learn
Factual information
to close sale
Buy
Engagement content
to build brand
Love
26. #DMAICMC#DMAICMC
Predominance Of & Resources Behind Content Can Vary
High
Involvement
Offline
Low
Purchase Channel OnlineLk Gupta | CMO/now
31. #DMAICMC#DMAICMC
I know how you feel
I care!
Let me make you smile
Let me make it easy
for you
I like your brand
I trust your brand
I’ll buy from you
I’ll recommend
you
Brand
Consumer
Lk Gupta | CMO/now
33. #DMAICMC#DMAICMC
What Should Be YOUR Visual Content Priority?
Lk Gupta | CMO/now
What I want
Visual Content To Do
My Category
Quadrant
My Predominant
Visual Content
Why?
My Other Visual
Content
Why?
1 2
3 4
34. #DMAICMC#DMAICMC
What Should Be YOUR Visual Content Priority?
Lk Gupta | CMO/now
What I want
Visual Content To Do
My Category
Quadrant
My Predominant
Visual Content
Why?
My Other Visual
Content
Why?
1 2
3 4
Create higher trust with
customers so that we
become the one and only
destination for car buyers
to help them decide their
car purchase.
Increase our site visits and
position us as the best,
unbiased, in-depth auto
experts
1
Videos to give in-depth review
of all cars. We will also make
videos for how to choose cars,
how to operate and maintain
the top models of cars.
Why? Videos best suited to give
demos and build brand image
and credibility. Consumer is
already watching lots of videos
online.
Images.
Why? Well suited to
showcase new car
launches and
comparisons quickly.
Fast, inexpensive and
very effective for social
engagement.
36. #DMAICMC#DMAICMC
Determine Fit Between Brand & Consumer Need
- What’s unique
- What can I own
- What’s my personality
Micro-moments
- I want to go
- I want to do
- I want to know
What does
my Brand
stand for?
What does
my consumer
care about?
SweetSpot
Don’t Create Aimless Content
Lk Gupta | CMO/now
37. #DMAICMC#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Long purchase journey
- Responsibility; answerability
- Anxiety; doubts
- Changing emotional state along journey
Job of Content:
- Inform in-depth; remove doubts
- Help decide what is good for THEIR needs
- Demonstrate RoI
- Deliver advice as per stage of journey
Lk Gupta | CMO/now
38. #DMAICMC#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Carefree
- Impulse purchase
- Short-term enjoyment
Job of Content:
- Inform and entertain
- Fodder for conversation
- Bind socially
Lk Gupta | CMO/now
39. #DMAICMC#DMAICMC
Understand Your Consumer Mind-State & Role of Content
High
Involvement
Offline
Low
Purchase Channel Online
Consumer State:
- Carefree
- Deal hunter
- Convenience seeking
Job of Content:
- Inform in-depth
- Peer reviews & recommendation
- Close the sale
Lk Gupta | CMO/now
40. #DMAICMC#DMAICMC
Don’t Start Without A Persona
Lk Gupta | CMO/now
Demographic
• Lives in a metro
• Born & brought up in a
metro
• 29 years old, Unmarried,
lives with his parents and
brother in Topsia, Kolkata
• Post graduate -MBA
• Works in a service sector
• Earns 10 Lakhs per annum
• Family has a car
Lifestyle
• Middle class serviceman
• During weekends, mostly goes for
long drive with friends
“We have plan to visit one base in a
week or two around city”
• Hangout with friends in lounges &
cafes on weekend
• Rarely watch TV, whatever shows
family is watching
• Reads Telegraph
• Owns Moto G, which he uses for
online shopping, have all possible
shopping app on mobile; also does
online shopping from laptop
Values & goals
• Fun loving guy with huge friend
circle
• Young generation looking for class
and status
• Miffed with people’s attitude and
reactions on present country
situation on social media
“People should be aware of system
before criticising it ”
Rooney
Serviceman, Kolkata
Problems & Triggers
• Just wanted a car of his own, and was tired of
driving family’s car
“I love Honda City, wanted to purchase it since
long time”
“4 hi log the family mein so badi gaadi ki
jarurat nahi hai abhi, so drop the plan for
XUV500”
• Wanted a car for travelling & trips
“Travel frequently out of city with my friends,
hence needed a car”
Consideration set
• Models considered were Sedan & SUV
segment- City, Sunny, Ciaz, Dzire,
XUV500 etc.
• Comfort is most important thing in his
mind while deciding the car followed
by look, design, brand of the car
• Other considered attributes are
mileage, safety, maintenance, music
system
“Also had Ciaz, Verna, XUV500 in my
mind while purchasing car but XUV500 ki
maintenance cost jyada hai, Ciaz is same
as Swift, Verna present model is
outdated, so finally purchased City “
Information needs &
sources
• Friends are one of the influencers
“Talked to friend about my needs and
specification requirements, they suggested me
this car”
“Just told family about my purchase decision”
• Internet helps further in information search,
everything available at one place
“I did compare my car with various other
models and also did comparison within variants
because during test drive they only show top
variants”
Pain points
• Not right information given by dealers
“I was eligible for corporate offer, they
told me about this thing after I had
made the purchase”
• Paperwork is tedious & also taking
time, need assistance
“They are saying that we will only
register car but won’t give registration
plate”
41. #DMAICMC#DMAICMC
Questions to Ask For B2B Buyer Persona
• His Areas of focus and responsibilities
• Who are his influencers, stakeholders and participants
• What are his business goals
• What are his personal goals
• What are his values, perceptions and beliefs
• How does he make buying choices; what are his risks
• Find unarticulated ‘why’ reasons for buying
Lk Gupta | CMO/now
44. #DMAICMC#DMAICMC
You May Have Multiple Personas In Your Business
Lk Gupta | CMO/now
Pramod
Businessman, Mumbai
He Needs :
• Prestige / Brand Image
• Comfort/ Safety / Style
• Advance Technology/
Eco-Friendly
Gagan
Manager, Delhi
He Needs :
• Upgrade
• Fuel Efficiency
• New or Used – Best
sellers / re-sale value
• Comparisons
• More space
• Festive offers
• Previous car evaluation
Ajit
Sales Officer, Indore
He Needs :
• Can I afford it?
• New or Used –
Options in budget
• Value for money
• Upcoming cars
• Low maintenance
• Better Mileage
• Offers & discounts
46. #DMAICMC#DMAICMC
What Content Should We Make – Ask A Lot Of WHY’s
Demographics
Lifestyle
Values
Needs/ Triggers
Buyer journeyUsage
Category Consumer Persona
Buyer Journey
Lk Gupta | CMO/now
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY? WHY?
47. #DMAICMC#DMAICMC
SEM
SEM
SEM
Sale
Prior Knowledge Search & Selection Buying Interest Conclude
Buy Now
Divide His Decision Journey Into Discrete Parts
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories
Lk Gupta | CMO/now
Example: Middle-class Car Buyer’s Journey
WHY?
WHY? WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
WHY?
48. #DMAICMC#DMAICMC
Create & Update Content For Every Stage Of Journey
Early Stages: Help him to…
• Do thorough initial research
• See all his choices
• Shortlist based on budget
and other needs
• Understand what’s good for
his needs and what isn’t
Mid Stages: Help him to…
• Do in-depth comparisons
and evaluation of choices
• Have conversations with
offline and online
consultation
• Understand cost of
ownership and other
financial implications
Final Stages: Help him to…
• Narrow down alternatives to
final 1-2 models
• Decide on price and offers
• Decide on loan options
• Pre-think on accessory choices
• Proactively think of post-
purchase maintenance
Lk Gupta | CMO/now
52. #DMAICMC#DMAICMC
Everything That You Can Write, You Can Do Visually
Lk Gupta | CMO/now
Product Explainer
How-to Demo
Corporate Image
Interactive
User Generated
Detailed Review
Social Issue Awareness
Technical Capability
Engagement
Images
Video
Online chat
Vir. Reality
Webinar
Events
Infographics FB Live
53. #DMAICMC#DMAICMC
However, Sometimes You May Not Use Visual Content
o When you want more time spent on website
o But combo of text + visual works better
o Product explainers for non-visual categories
e.g software, cloud computing
o Low internet bandwidth & no smartphone
o When you have Call-scripts as follow-ups
o When budgets are low-to-nothing
o But hey, use free online resources
- Canva, Flickr, Morguefile
o When audio reaches your TG better
o For masses, e.g. Mann Ki Baat
o TG is multi-tasking (podcast while driving)
Lk Gupta | CMO/now Source: https://boagworld.com
54. #DMAICMC#DMAICMC
Quick Examples of Visual Content at Different
Journey Stages
o B2B – Helping to Hire Talent Better
o B2C – Helping to Buy Cars
Lk Gupta | CMO/now Source: https://boagworld.com
55. #DMAICMC#DMAICMC
B2B – Early Stage Infographic
Lk Gupta | CMO/now
Early Stage:
Helping Define
Problem and
Success Parameters
Infographic:
Annual
Recruitment
Trends Report
• Thought Leadership Content
• Stake ownership of space
LinkedIn Talent Solutions
Targeting Recruiters and HR
56. #DMAICMC#DMAICMC
B2B – Mid-Stage Examples
Lk Gupta | CMO/now
Mid-Stage:
Generate Confidence
in What You Offer
On Demand
Video: Product
Demo
• Cover typical use cases of key
personas
LinkedIn Talent Solutions
Targeting Recruiters and HR
57. #DMAICMC#DMAICMC
B2B – Late-Stage Example
Lk Gupta | CMO/now
Late-Stage:
Convince prospect to
commit to you
LinkedIn Talent Solutions
Targeting Recruiters and HR
Slideshare: Case Study
• Spell out customer objectives and product benefits
• Highlight metrics to show business value from product usage
58. #DMAICMC#DMAICMC
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories; insurance
B2C - Visual Content Example at Early Stage
Lk Gupta | CMO/now
Early Stage:
Helping With
Consideration Set
59. #DMAICMC#DMAICMC
B2C Visual Content Example at Mid-Stage
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories; insurance
Lk Gupta | CMO/now
Mid-Stage:
Detailed Reviews &
Comparisons
60. #DMAICMC#DMAICMC
B2C Visual Content Example at Late-Stage
STAGE 0:
Need Trigger
EARLY STAGE 1:
Budget decided
EARLY STAGE 2:
Initial Consideration
set; offline advice
EARLY STAGE 3:
Online search;
specs; prices;
social media
MID STAGE 2:
Back to online; new
consideration set;
detailed reviews
FINAL STAGE 1:
Back to online;
Compare; See
offers; price; loan
MID STAGE 1:
Back to offline advice;
Social media
MID STAGE 3:
Go to dealer; Quote; Test
drives; exchange price
FINAL STAGE 2:
Finalise and book
FINAL STAGE 3:
Post-purchase -
Maintenance; service;
Accessories
Lk Gupta | CMO/now
Final Stage:
Talk About
Ownership
62. #DMAICMC#DMAICMC
What Content Will You Serve At Different Journey Stages?
My Predominant
Visual Content Journey Stage
What is customer doing
at this stage?
Why is (s)he doing that?
In what emotional state?
What might s(he) need
from you?
My Content
What content will you create?
Which type of visual medium
will you use?
What will be the outcome…
- For customer?
- For You?
Do this for a specific stage of customer’s decision journey
Lk Gupta | CMO/now
67. #DMAICMC#DMAICMC
Tell A Human Story
Lk Gupta | CMO/now
Relatable
Tap into an Emotion
Netflix Women prison inmates story (Context – Orange Is The New Black)
http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html
75. #DMAICMC#DMAICMC
Optimise with A/B testing
Lk Gupta | CMO/now
Test 2 to 3 versions of same
content to improve
performance continuously
Test different CTAs
76. #DMAICMC#DMAICMC
Call to action
Lk Gupta | CMO/now
Simple & Prominent CTAs
Use hashtags &
comprehensive tagging
to get found
ONE DOES NOT SIMP
SHARE CONTENT WITHOU
USING RELEVANT HASHTAG
77. #DMAICMC#DMAICMC
Have A Solid Process
Lk Gupta | CMO/now
Someone dedicated
Tap into All Parts of Company
Adhere to a Calendar
- Persona-wise & Journey-wise
Brand storytelling is the sharing of the brand’s purpose and events that fit a consumer’s life. It’s about helping, educating and entertaining your constituency. Stories fascinate us. Facts bore us. Facts packaged as stories make us care. And caring leads to response.
Online communities can be valuable resources for discovering new information or maintaining brand relationships and communication. But the amount of data consumers are inundated with on a daily basis can be overwhelming. Consumers need a way to easily find trusted recommendations and peer experts that can inspire confident buying decisions. Brands are seeking ways to provide consumers with methods to measure credibility and discern where to find consumer expertise.
Online communities can be valuable resources for discovering new information or maintaining brand relationships and communication. But the amount of data consumers are inundated with on a daily basis can be overwhelming. Consumers need a way to easily find trusted recommendations and peer experts that can inspire confident buying decisions. Brands are seeking ways to provide consumers with methods to measure credibility and discern where to find consumer expertise.
Online communities can be valuable resources for discovering new information or maintaining brand relationships and communication. But the amount of data consumers are inundated with on a daily basis can be overwhelming. Consumers need a way to easily find trusted recommendations and peer experts that can inspire confident buying decisions. Brands are seeking ways to provide consumers with methods to measure credibility and discern where to find consumer expertise.
Online communities can be valuable resources for discovering new information or maintaining brand relationships and communication. But the amount of data consumers are inundated with on a daily basis can be overwhelming. Consumers need a way to easily find trusted recommendations and peer experts that can inspire confident buying decisions. Brands are seeking ways to provide consumers with methods to measure credibility and discern where to find consumer expertise.
Online communities can be valuable resources for discovering new information or maintaining brand relationships and communication. But the amount of data consumers are inundated with on a daily basis can be overwhelming. Consumers need a way to easily find trusted recommendations and peer experts that can inspire confident buying decisions. Brands are seeking ways to provide consumers with methods to measure credibility and discern where to find consumer expertise.
The story your marketing tells must recognize category truths, channels & consumer journeys
Think about the micro-moments consumers might be experiencing. Micro-moments are the I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know moments when people are turning to devices to find answers, discover new things, or make decisions. THE JOB TO BE DONE!
Think about the micro-moments consumers might be experiencing. Micro-moments are the I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know moments when people are turning to devices to find answers, discover new things, or make decisions. THE JOB TO BE DONE!
Think about the micro-moments consumers might be experiencing. Micro-moments are the I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know moments when people are turning to devices to find answers, discover new things, or make decisions. THE JOB TO BE DONE!
Think about the micro-moments consumers might be experiencing. Micro-moments are the I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know moments when people are turning to devices to find answers, discover new things, or make decisions. THE JOB TO BE DONE!
The Why is the single most powerful way to connect a story to its audience. Why this audience? Why should they care about you and what you have to say? Why do you have the credibility to be having this conversation? Why is this considered storytelling and not repurposed advertising? Why did you select the story you are telling? Why would they have a barrier or even better trigger to receive it? Why are you choosing the distribution or influencer partner you are choosing to share the story?
Run consumer in-depth interviews. Track exactly what they’re doing on your site and app. Do offline study to find out gaps in decision journey when they’re not online.
Think about the micro-moments consumers might be experiencing. Micro-moments are the I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know moments when people are turning to devices to find answers, discover new things, or make decisions. THE JOB TO BE DONE!
Think about the micro-moments consumers might be experiencing. Micro-moments are the I-want-to-go, I-want-to-do, I-want-to-buy, or I-want-to-know moments when people are turning to devices to find answers, discover new things, or make decisions. THE JOB TO BE DONE!
People will visit your website and scan the content in a matter of seconds. The images they see will determine the likelihood of them lingering on your website. Tech people may see visual storytelling as mere fluff when they want to understand the product deeply.
People will visit your website and scan the content in a matter of seconds. The images they see will determine the likelihood of them lingering on your website. Tech people may see visual storytelling as mere fluff when they want to understand the product deeply.