Digital Dealer 12 Ralph Paglia session 211 Automotive Digital MarketingRalph Paglia
This document provides an overview and history of digital marketing in the automotive industry from the late 1990s to present day. It discusses how early pioneers envisioned online car buying in the late 1990s. It reviews the evolution of targeting technology, customer engagement capabilities, and CRM systems that have enabled more advanced digital marketing strategies for auto dealers in recent years. The document suggests that future competitive advantages for dealers will come from mastering customer engagement at massive levels through social networks and other digital channels.
Ralph Paglia AutoCon Evolution of Automotive Digital Marketing PresentationRalph Paglia
The document discusses the evolution of automotive digital marketing over the last 10 years, provides an overview of where dealers currently stand with digital marketing strategies and tools, and examines where dealers can gain a competitive advantage in the future by learning best practices for areas like software selection, in-house vs outsourced management, and key performance indicator tracking. Ralph Paglia will share lessons from his 20 years of experience in automotive digital marketing and insights on mistakes still being made by many dealers today.
Evolution of Automotive Digital Marketing by Ralph PagliaRalph Paglia
This presentation on the Evolution of Automotive Digital Marketing was presented at the Automotive Boot Camp in Philadelphia on May 16, 2013 by Ralph Paglia
The document discusses various business models for online companies, including brokerage, advertising, infomediary, merchant, manufacture, freemium, community, subscription, and utility models. It provides examples for each model like eBay and PayPal for brokerage, Google AdWords and Yahoo for advertising, Nielsen and NetRatings as infomediaries, Amazon and Apple for merchant, Dell and Sony Vaio for manufacture, Zynga and Crippleware for freemium, GeoCities and Wikipedia for community, The Economic Times and Scribd for subscription, and describes the utility model as paying for usage.
Chapter 1-E-Commerce (the revolution is just beginning)Ismail Zackariya
This document is from a textbook on e-commerce that discusses the evolution and growth of e-commerce. It covers topics such as the development of the internet and web, the rise of social media and mobile commerce, privacy issues, and predictions for the future of e-commerce. The document is copyrighted and published by Pearson Education.
Digital Dealer 12 Ralph Paglia session 211 Automotive Digital MarketingRalph Paglia
This document provides an overview and history of digital marketing in the automotive industry from the late 1990s to present day. It discusses how early pioneers envisioned online car buying in the late 1990s. It reviews the evolution of targeting technology, customer engagement capabilities, and CRM systems that have enabled more advanced digital marketing strategies for auto dealers in recent years. The document suggests that future competitive advantages for dealers will come from mastering customer engagement at massive levels through social networks and other digital channels.
Ralph Paglia AutoCon Evolution of Automotive Digital Marketing PresentationRalph Paglia
The document discusses the evolution of automotive digital marketing over the last 10 years, provides an overview of where dealers currently stand with digital marketing strategies and tools, and examines where dealers can gain a competitive advantage in the future by learning best practices for areas like software selection, in-house vs outsourced management, and key performance indicator tracking. Ralph Paglia will share lessons from his 20 years of experience in automotive digital marketing and insights on mistakes still being made by many dealers today.
Evolution of Automotive Digital Marketing by Ralph PagliaRalph Paglia
This presentation on the Evolution of Automotive Digital Marketing was presented at the Automotive Boot Camp in Philadelphia on May 16, 2013 by Ralph Paglia
The document discusses various business models for online companies, including brokerage, advertising, infomediary, merchant, manufacture, freemium, community, subscription, and utility models. It provides examples for each model like eBay and PayPal for brokerage, Google AdWords and Yahoo for advertising, Nielsen and NetRatings as infomediaries, Amazon and Apple for merchant, Dell and Sony Vaio for manufacture, Zynga and Crippleware for freemium, GeoCities and Wikipedia for community, The Economic Times and Scribd for subscription, and describes the utility model as paying for usage.
Chapter 1-E-Commerce (the revolution is just beginning)Ismail Zackariya
This document is from a textbook on e-commerce that discusses the evolution and growth of e-commerce. It covers topics such as the development of the internet and web, the rise of social media and mobile commerce, privacy issues, and predictions for the future of e-commerce. The document is copyrighted and published by Pearson Education.
The document provides an overview of the history and evolution of the internet and internet marketing. It discusses:
- The origins of the internet in the 1960s as the ARPANET network and its initial non-commercial use.
- The development of technologies like TCP/IP protocols, email, and the world wide web in the 1990s that helped the internet become commercialized.
- The dot-com boom and bust period of the late 1990s/early 2000s and how internet firms had to adopt more disciplined marketing plans.
- The shift from Web 1.0's focus on connecting people to networks, to Web 2.0's emphasis on user-generated content and social media/networking
This is an abridged version of the 124-page report. Go to JWTIntelligence.com/trendletters to see the full report, including recommendations for brands
JWT’s third annual report on trends in the mobile sphere spotlights key themes that came out of this year’s Mobile World Congress, Consumer Electronics Show and South by Southwest Interactive, and builds on trends spotlighted in previous reports. The report covers significant drivers and manifestations of these developments, and their implications for brands. “10 Mobile Trends for 2014 and Beyond” is based around on-the-ground research at the MWC in Barcelona and SXSW in Austin, as well as desk research and insights gleaned from interviews with several mobile experts and influencers.
earning money through e marketing or e commerce may be amazing sound if followed by perfect strategies so hope my e book inside this make some knowledgeble sense
E-Commerce. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
Martin Jordan is the Marketing Director of Equator, a digital agency. He discusses trends in mobile operating systems like Windows Phone losing market share and counting on Nokia. He also mentions the updated Windows Phone "Mango" version. Martin predicts future trends in social media, mobile technology, and ubiquitous internet access.
The document provides an overview of e-commerce trends and concepts from 2013. It discusses the growth of e-commerce from 1995 to the present, including the rise of mobile commerce and social networks. Key topics covered include the definition of e-commerce, different types of e-commerce models, technologies like the internet and world wide web that enabled e-commerce, and early visions versus the reality of e-commerce. The document also predicts continued growth of e-commerce alongside new technologies and changes to the players involved in digital commerce.
The document provides information on knowledge management systems and knowledge work systems. It defines key terms like knowledge management, data, knowledge, tacit knowledge and explicit knowledge. It describes different types of enterprise-wide knowledge management systems like structured knowledge systems, semistructured knowledge systems and knowledge network systems. It also discusses the role of portals, wikis, social bookmarking and learning management systems in facilitating knowledge management. Finally, it defines knowledge work systems and describes some generic requirements of knowledge work systems like supporting collaboration, communication, learning and decision making.
Customer service is moving beyond simply meeting customer needs to fostering emotional connections by making customers feel recognized, listened to, valued and cared for. Future customer service trends include offering "Plan B" backup products or services to address issues and prevent customers from going elsewhere, using video chat to provide face-to-face customer support online, and delivering more than just products by providing additional services like styling advice or easy return policies. As online shopping and on-demand delivery grow, companies are finding new ways to enhance the customer experience throughout the entire purchase and delivery process.
The Top 5 Consumer Technology Trends From CES 2021Bernard Marr
The document summarizes 5 key consumer technology trends from CES 2021: 1) Covid-tech including smart masks and devices for remote health monitoring, 2) Technologies for working and learning from home such as ergonomic office chairs and education robots, 3) Advancements in home entertainment like invisible TVs and wrap-around gaming screens, 4) The growing role of 5G in enabling new connected devices and experiences, and 5) Developments in transportation including electric aircraft and vehicles with advanced driver assistance systems.
This paper outlines Nokia's global strategy for social media. It was developed with Brilliant Noise, a digital strategy agency. It includes Nokia's six guiding principles for social media marketing, along with supporting case studies.
CES 2019 Marketer Recap - Consumer Electronics ShowDavid Berkowitz
The document provides a summary and highlights from CES 2019. Some of the key points included:
1. Privacy was a major theme at CES 2019, with every device collecting data. This is a change from previous years where privacy was not as big of a focus.
2. Voice assistants continued to be a major focus, with Amazon and Google platforms continuing to integrate across more devices.
3. 5G networks rolling out will allow for more capabilities with connected devices and IoT at a larger scale through increased bandwidth and speeds.
4. Notable company announcements and displays included Honda's privacy-focused "Dream Drive" connected car program, smart toilets and dog toilets
CARAT focuses on brand and product experiences that start and end with what is relevant and meaningful to consumers. As we continue to focus on people-based marketing, we look to these trends to understand the contribution they will make to consumers' lives and how brands can offer value in this evolving market.
The Role of Gamification and Enabling Technologies in the Future of Commerce ...David Wortley
IORMA’s recent strategic agreement with IBM reminded me of the important role that IBM played in shaping the future direction of my career and my involvement in the technologies and strategies I anticipate will shortly have a very disruptive impact on business and commerce in an OMNI world.
The report covers eight digital trends and their implications for business. It discusses how big data and analytics are at the heart of developing customer insights, and how data and analytics are now more accessible due to decreasing costs. The document provides examples of how Netflix and retailers use big data to improve supply chain management and product recommendations. It also notes that big data is driving significant market growth and investment opportunities.
Story Board: The Collaborative Economy for Corporations (Official Slideshare ...Jeremiah Owyang
This document discusses the rise of the collaborative economy and how companies must adapt. It outlines three eras: 1) a few could publish online, 2) anyone could publish using social tools, and 3) people now share products using social tools, reducing the need to buy from companies. It argues companies should embrace the collaborative economy by becoming services, motivating marketplaces, and providing platforms for crowds to build products. By activating idle resources and enabling sharing, the collaborative economy presents opportunities for new business models and revenues if companies embrace change rather than resist disruption.
Social networks and digital devices are being used to engage government, businesses and civil society, as well as friends and family. People are using mobile, interactive tools to determine who to trust, here to go and what to buy. At the same time, businesses are undertaking their own digital transformations, rethinking what customers value most and creating operating models that take advantage of what’s newly possible for competitive differentiation. The challenge for business is how fast and how far to go down the road to the eBusiness evolution.
This document provides an overview of e-commerce and the internet. It discusses the growth of the internet and web over time. Key points include that e-commerce saw rapid growth from 1995-2000 followed by consolidation from 2001-2006 and then reinvention from 2006 onward. The document also summarizes different types of e-commerce like B2C and B2B and how various academic disciplines study e-commerce. It concludes by noting that understanding e-commerce requires examining the interplay between technology, business, and society.
Last week, nearly 200,000 people gathered in Las Vegas at the 50th annual Consumer Electronics Show (CES) to discover revolutionary products and transformational technologies that will have a significant impact on the evolving customer experience.
In a great collaboration between Havas Creative Group and Havas Media Group, we've put together a CES 2017 takeaways deck covering the most groundbreaking inventions, the most influential trends, and what they all mean for brands, marketers, and consumers.
The Digital Music License & Music Like Water (Gerd Leonhard)Gerd Leonhard
The document proposes a digital music license (DML) that would legalize all online uses of music in exchange for compulsory fees paid into a collective "pool of money." This pool would be distributed proportionally to labels, publishers, and rights holders. A DML could generate billions annually to compensate the music industry while recognizing changed consumer behaviors and enabling new business models. It aims to solve issues around controlling digital distribution by monetizing what is already common practice and focusing on selling music's scarce rather than ubiquitous aspects.
This document discusses the evolution of digital marketing in the automotive industry over the past 10-20 years. It provides an overview of key milestones and industry pioneers in automotive digital marketing. These include the development of early online car buying sites in the 1990s, the rise of social media and customer engagement technologies around 2010, and the current focus on reputation management and measuring marketing ROI. The document advocates for dealers to implement comprehensive digital marketing strategies utilizing various online advertising, social media, and customer relationship tools to gain a competitive advantage.
The document discusses the evolution of automotive digital marketing over the last 10 years, provides an overview of where dealers currently stand with digital marketing strategies and tools, and examines where dealers can gain a competitive advantage in the future by learning best practices for areas like software selection, in-house vs outsourced management, and key performance indicator tracking. Ralph Paglia will share lessons from his 20 years of experience in automotive digital marketing and insights on mistakes still being made by many dealers today.
The document provides an overview of the history and evolution of the internet and internet marketing. It discusses:
- The origins of the internet in the 1960s as the ARPANET network and its initial non-commercial use.
- The development of technologies like TCP/IP protocols, email, and the world wide web in the 1990s that helped the internet become commercialized.
- The dot-com boom and bust period of the late 1990s/early 2000s and how internet firms had to adopt more disciplined marketing plans.
- The shift from Web 1.0's focus on connecting people to networks, to Web 2.0's emphasis on user-generated content and social media/networking
This is an abridged version of the 124-page report. Go to JWTIntelligence.com/trendletters to see the full report, including recommendations for brands
JWT’s third annual report on trends in the mobile sphere spotlights key themes that came out of this year’s Mobile World Congress, Consumer Electronics Show and South by Southwest Interactive, and builds on trends spotlighted in previous reports. The report covers significant drivers and manifestations of these developments, and their implications for brands. “10 Mobile Trends for 2014 and Beyond” is based around on-the-ground research at the MWC in Barcelona and SXSW in Austin, as well as desk research and insights gleaned from interviews with several mobile experts and influencers.
earning money through e marketing or e commerce may be amazing sound if followed by perfect strategies so hope my e book inside this make some knowledgeble sense
E-Commerce. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
Martin Jordan is the Marketing Director of Equator, a digital agency. He discusses trends in mobile operating systems like Windows Phone losing market share and counting on Nokia. He also mentions the updated Windows Phone "Mango" version. Martin predicts future trends in social media, mobile technology, and ubiquitous internet access.
The document provides an overview of e-commerce trends and concepts from 2013. It discusses the growth of e-commerce from 1995 to the present, including the rise of mobile commerce and social networks. Key topics covered include the definition of e-commerce, different types of e-commerce models, technologies like the internet and world wide web that enabled e-commerce, and early visions versus the reality of e-commerce. The document also predicts continued growth of e-commerce alongside new technologies and changes to the players involved in digital commerce.
The document provides information on knowledge management systems and knowledge work systems. It defines key terms like knowledge management, data, knowledge, tacit knowledge and explicit knowledge. It describes different types of enterprise-wide knowledge management systems like structured knowledge systems, semistructured knowledge systems and knowledge network systems. It also discusses the role of portals, wikis, social bookmarking and learning management systems in facilitating knowledge management. Finally, it defines knowledge work systems and describes some generic requirements of knowledge work systems like supporting collaboration, communication, learning and decision making.
Customer service is moving beyond simply meeting customer needs to fostering emotional connections by making customers feel recognized, listened to, valued and cared for. Future customer service trends include offering "Plan B" backup products or services to address issues and prevent customers from going elsewhere, using video chat to provide face-to-face customer support online, and delivering more than just products by providing additional services like styling advice or easy return policies. As online shopping and on-demand delivery grow, companies are finding new ways to enhance the customer experience throughout the entire purchase and delivery process.
The Top 5 Consumer Technology Trends From CES 2021Bernard Marr
The document summarizes 5 key consumer technology trends from CES 2021: 1) Covid-tech including smart masks and devices for remote health monitoring, 2) Technologies for working and learning from home such as ergonomic office chairs and education robots, 3) Advancements in home entertainment like invisible TVs and wrap-around gaming screens, 4) The growing role of 5G in enabling new connected devices and experiences, and 5) Developments in transportation including electric aircraft and vehicles with advanced driver assistance systems.
This paper outlines Nokia's global strategy for social media. It was developed with Brilliant Noise, a digital strategy agency. It includes Nokia's six guiding principles for social media marketing, along with supporting case studies.
CES 2019 Marketer Recap - Consumer Electronics ShowDavid Berkowitz
The document provides a summary and highlights from CES 2019. Some of the key points included:
1. Privacy was a major theme at CES 2019, with every device collecting data. This is a change from previous years where privacy was not as big of a focus.
2. Voice assistants continued to be a major focus, with Amazon and Google platforms continuing to integrate across more devices.
3. 5G networks rolling out will allow for more capabilities with connected devices and IoT at a larger scale through increased bandwidth and speeds.
4. Notable company announcements and displays included Honda's privacy-focused "Dream Drive" connected car program, smart toilets and dog toilets
CARAT focuses on brand and product experiences that start and end with what is relevant and meaningful to consumers. As we continue to focus on people-based marketing, we look to these trends to understand the contribution they will make to consumers' lives and how brands can offer value in this evolving market.
The Role of Gamification and Enabling Technologies in the Future of Commerce ...David Wortley
IORMA’s recent strategic agreement with IBM reminded me of the important role that IBM played in shaping the future direction of my career and my involvement in the technologies and strategies I anticipate will shortly have a very disruptive impact on business and commerce in an OMNI world.
The report covers eight digital trends and their implications for business. It discusses how big data and analytics are at the heart of developing customer insights, and how data and analytics are now more accessible due to decreasing costs. The document provides examples of how Netflix and retailers use big data to improve supply chain management and product recommendations. It also notes that big data is driving significant market growth and investment opportunities.
Story Board: The Collaborative Economy for Corporations (Official Slideshare ...Jeremiah Owyang
This document discusses the rise of the collaborative economy and how companies must adapt. It outlines three eras: 1) a few could publish online, 2) anyone could publish using social tools, and 3) people now share products using social tools, reducing the need to buy from companies. It argues companies should embrace the collaborative economy by becoming services, motivating marketplaces, and providing platforms for crowds to build products. By activating idle resources and enabling sharing, the collaborative economy presents opportunities for new business models and revenues if companies embrace change rather than resist disruption.
Social networks and digital devices are being used to engage government, businesses and civil society, as well as friends and family. People are using mobile, interactive tools to determine who to trust, here to go and what to buy. At the same time, businesses are undertaking their own digital transformations, rethinking what customers value most and creating operating models that take advantage of what’s newly possible for competitive differentiation. The challenge for business is how fast and how far to go down the road to the eBusiness evolution.
This document provides an overview of e-commerce and the internet. It discusses the growth of the internet and web over time. Key points include that e-commerce saw rapid growth from 1995-2000 followed by consolidation from 2001-2006 and then reinvention from 2006 onward. The document also summarizes different types of e-commerce like B2C and B2B and how various academic disciplines study e-commerce. It concludes by noting that understanding e-commerce requires examining the interplay between technology, business, and society.
Last week, nearly 200,000 people gathered in Las Vegas at the 50th annual Consumer Electronics Show (CES) to discover revolutionary products and transformational technologies that will have a significant impact on the evolving customer experience.
In a great collaboration between Havas Creative Group and Havas Media Group, we've put together a CES 2017 takeaways deck covering the most groundbreaking inventions, the most influential trends, and what they all mean for brands, marketers, and consumers.
The Digital Music License & Music Like Water (Gerd Leonhard)Gerd Leonhard
The document proposes a digital music license (DML) that would legalize all online uses of music in exchange for compulsory fees paid into a collective "pool of money." This pool would be distributed proportionally to labels, publishers, and rights holders. A DML could generate billions annually to compensate the music industry while recognizing changed consumer behaviors and enabling new business models. It aims to solve issues around controlling digital distribution by monetizing what is already common practice and focusing on selling music's scarce rather than ubiquitous aspects.
This document discusses the evolution of digital marketing in the automotive industry over the past 10-20 years. It provides an overview of key milestones and industry pioneers in automotive digital marketing. These include the development of early online car buying sites in the 1990s, the rise of social media and customer engagement technologies around 2010, and the current focus on reputation management and measuring marketing ROI. The document advocates for dealers to implement comprehensive digital marketing strategies utilizing various online advertising, social media, and customer relationship tools to gain a competitive advantage.
The document discusses the evolution of automotive digital marketing over the last 10 years, provides an overview of where dealers currently stand with digital marketing strategies and tools, and examines where dealers can gain a competitive advantage in the future by learning best practices for areas like software selection, in-house vs outsourced management, and key performance indicator tracking. Ralph Paglia will share lessons from his 20 years of experience in automotive digital marketing and insights on mistakes still being made by many dealers today.
Darren Evans explores several emerging digital trends and the impact on user experience specialists. He talks through the rise of user-generated content, shifting trends and emerging new technologies – both on the PC and beyond.
E-Marketing (past, present, and future)Usman Tariq
This chapter discusses the past, present, and future of e-marketing. It distinguishes between e-business, e-commerce, and e-marketing. E-business optimizes a company's activities using digital technology, while e-commerce focuses on online transactions. E-marketing applies information technology to traditional marketing. The chapter also identifies trends that may shape the future of e-marketing, such as increasing transparency and the development of the semantic web.
Technological Advancements in E-Commerce and Customer Relationship ManagementDr. Amarjeet Singh
In the recent past, for any business to be successful it is essential to acquire, serve and retain customers. The number of users of commercial purposes has led to increased demand for E-Commerce in the global market. There has been a remarkable progress in E-Commerce due to globalization and technological advancements which led to sustainable quantum of business at affordable price. Technologies used in E-Commerce includes: Augmented Reality: The Future of E-Commerce Stores, Artificial Intelligence: Improving E-Commerce services and Optimizing Customer Experience, Voice Search, Chatbot, Blockchain Technology: A Faster, Safer and More Transparent used as E-Commerce Payment System, Security and Supply chain management. This paper focuses on the evolution of E-Commerce, development of CRM initiatives, leading E-Commerce companies, technological advancement in E-Commerce: E-Commerce platforms and service providers; software and tools used in E-Commerce and recent trends in E-Commerce and CRM in streamlining the CRM process thereby minimizing the cost of CRM.
This document provides an overview of e-marketing, including its past, present, and future. In the past (Web 1.0), organizations created content that users consumed. Today (Web 2.0), users are also content producers through social media and user-generated content. The future (Web 3.0) may include artificial intelligence and seamless social networking. E-marketing strategies have shifted power from sellers to buyers and require engaging users through content marketing, social media, and other inbound tactics. The internet provides opportunities for global reach, personalization, and measurable results but also challenges like media fragmentation.
This document provides an overview of e-marketing, including its past, present, and future. In the past (Web 1.0), the internet was used to create and distribute content to consumers. Today (Web 2.0), the power has shifted to consumers, who produce and share content via social media. The future (Web 3.0) may include artificial intelligence and seamless social networking. The document also discusses e-marketing strategies, models, metrics and provides examples to illustrate concepts like balanced scorecards. It outlines the e-marketing planning process and types of plans like napkin plans and venture capital plans.
The keynote presentation covered four major technology trends: cloud computing, social media and networking, mobility, and green technology/alternative energy. The presentation also discussed lessons learned over the past 10 years and what the speaker would do differently, such as developing more recurring revenue streams, focusing on retaining top talent, and being more globally aware and entrepreneurial.
This document discusses the key factors affecting the growth and development of e-commerce. It identifies political, economic, social and technological factors as the main influencers. Political factors include government legislation and initiatives to support e-commerce. Economic factors incorporate the overall wealth and commercial health of a nation. Social factors involve things like education, income levels and lifestyle changes. Technological development, especially in information and communication technologies, is also a primary driver by making transactions more efficient.
IBM was formed in 1924 and became a leader in computing technology throughout the 20th century. It introduced many innovations including the personal computer in 1981. More recently, IBM has expanded into consulting services and acquired companies to grow. It aims to increase profits and market share, especially in Asia. Potential strategies include increasing marketing in Asia, entering the mobile phone market, and producing video game consoles. The best approach is increasing Asian marketing and entering mobile phones given market potential. Contingency plans address issues that may arise with these strategies.
A look at the evolution in complexity of marketing due to the proliferation of digital touchpoints and technologies used to manage them, pointing toward the digital transformation of the marketing discipline
The document provides 10 tips for remarketifying products and services, including selling whole solutions, broadening reach, personalizing online experiences, eliminating customer pain, moving to cloud computing, going completely digital, leveraging known customer data, being an evangelist, focusing on content, and planning based on numbers and metrics. Several companies are highlighted that have successfully used these strategies, including Dell, AOL, Adobe, and Salesforce.com.
A highly practical guide to every aspect of internet marketing.
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1. The document discusses the concepts of marketing, e-marketing, e-business, and e-commerce in the context of how information technology is transforming traditional marketing approaches.
2. E-marketing applies a broad range of information technologies to transform marketing strategies to create more customer value, efficiently plan and execute marketing activities, and create exchanges that satisfy customer objectives.
3. The Internet and related digital technologies have changed marketing in critical ways such as shifting power to buyers, fragmenting mass markets, reducing the impact of distance and time, and making knowledge/database management a key focus alongside the interdisciplinary field of marketing technology.
Digital technologies have deconstructed market structures that were once firmly established. Not only did they introduce new types of business models, but they also crippled the old ones - as is evidenced by several cases, such as those of Apple and Nokia, or Uber and traditional taxi businesses.
Today, every business faces the following 2 challenges, which digital technologies can help to tackle:
1. Bringing down costs to compete. Technologies have progressed fast: Cloud computing replaced proprietary data centers, and pocket mobile devices are now favored over cumbersome desktops. With the right technologies in place, businesses can scale up and perform more efficiently, ultimately cutting operational costs.
2. Building digital platforms to adapt to the changing competitive landscape. Customers and employees are the 2 drivers of changes: their demands have changed, which requires businesses to change accordingly to adapt. For example, customers expect intuitive online shopping experience, while employees ask for productive and engaging workplace experience. Businesses can meet these demands only if they leverage digital platforms.
This paper will examine the changing face of technologies, learn how digital platforms have inspired digital transformation, and discuss the architecture of a digital platform.
Cisco Systems is the worldwide leader in networking for the Internet. Its mission is to enable powerful connections through business, education, philanthropy and creativity. The company has grown significantly since being founded in 1984 through internal development and acquisitions, becoming a global leader in networking and internet infrastructure.
Digital marketing | Digital marketing information | Digital marketing wikibijan kumar
Digital marketing is the component of marketing that utilizes internet and online based digital marketing technologies such as desktop, mobile phones etc.
The document discusses the evolution of online communities from bulletin board systems (BBS) to modern social networks and introduces a new model of Integrated Mobile Communities (IMC). IMC aims to integrate existing mobile communities like e-commerce, entertainment, special interest groups into a unified platform to better serve mobile users.
Similar to Ralph Paglia 12th Digital Dealer Conference - Automotive Digital Marketing (20)
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.
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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.
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Ralph Paglia 12th Digital Dealer Conference - Automotive Digital Marketing
1. Evolution of Automotive Digital Marketing – Where Do Dealers Go From Here?
Brief overview of last 10 years, where ‘State of the Art’ for car dealers
stands today, and where the most successful dealers will get their
competitive advantage tomorrow… Ralph Paglia - Session #211
Ralph Paglia will share insights gained from 20 years of designing, implementing and
managing digital marketing strategies and tactics for car dealers... provide an overview
of lessons learned that allude to critical mistakes being made by many dealers today.
Review dealer best practices specific to selecting software tools, deciding what should
be managed in-house versus what and when it is better to outsource… access to
multiple online tools, reporting and tracking systems, as well as multiple free and low
cost resources that they can begin using before they return to their dealerships… learn
how to apply tracking systems to Key Performance Indicator (KPI) measurement points
that make managing a dealer’s digital marketing strategy easier and simpler for dealers
and general managers. You will also learn how to use these same KPI measurement
and reporting techniques to make recommended budget allocation changes that will
help your dealership realize a stronger ROI from your total marketing investment each
month... access to download a proprietary Excel spreadsheet file that they can use to
make media allocation recommendations based on Paglia’s unique “Budget Cascade”
automated calculations derived from minimum budget requirements and maximum
effectiveness peaks within each digital and offline channel.
2. Introduction and Background:
www.ADMPC.com
Ralph Paglia
Vice President – Digital
Tier10 Marketing
• Currently leading 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…
5. The “Minority Report”
Michael Keranen
Effect…
2007 – 2008 – 2009 – 2010 – 2011 – 2012 - Future
History of Internet Marketing
2007 to Now
6. 1978: The First Computer Bulletin Board System, CBBS, Goes Online
Two 8" floppy disks driven by A S-100 board and a 300bps modem.
During a meeting of BBS industry folk in 1993 named the 2nd Annual
ONE BBSCON, the host had everyone in the room stand up. Then he
asked those who did not run a BBS to sit. Then those who didn't have
a Board in 1992. Then 1991, 1990, and so forth year by year.
When he reached 1978 only one person was still on his feet... As he
stood there alone the host said, "Folks, meet Ward Christensen.
Ward Christensen and Randy Suess develop the Computerized Bulletin
Board System (CBBS) in Chicago. Opened to the public the following
year, it is the first electronic message-posting network.
Christensen, a physicist by education and a mainframe programmer by profession, was an electronics hobbyist in his spare time. By the late
1970s he had become expert at programming computers to transfer files from one machine to another via modems and telephone lines.
Christensen and Suess lived in Chicago, where winters bring below-freezing temperatures and piles of snow, and in January 1978 there was
1986
plenty of indoor time for programming and fiddling with digital equipment. The idea had been building for awhile, and that winter they decided to
devise a simple computer communication system. Christensen developed the software and Suess assembled the hardware.
Lead Generation via Inventory
On February 16, 1978, their system is complete; they name it the Computerized Bulletin Board System (CBBS). When it finally goes online to
the public in 1979, Christensen manages the system under the title "system operator" (soon shortened to "sysop"). CBBS operates like a virtual
thumb-tack bulletin board. Participants can post messages to a public "board," and others can read and respond to those messages, creating an
listings posted from stock cards
ongoing virtual discussion.
In November 1978 Christensen and Suess publish an article in Byte magazine, describing CBBS and outlining the technology for devising virtual
to San Diego Defense
bulletin boards. The article drums up interest in CBBS and gives others the opportunity to build their own systems.
Since the ARPAnet is still restricted to defense-funded institutions, CBBS is the first civilian experiment in creating virtual community (apart from
time-sharing systems). In 1979 most individuals who own computers and modems -- or have access to and knowledge of computing hardware --
Contractor BBS’s
are computer hobbyists and scientists. So at first, most topics on CBBS hover within the realm of computers and electronic communication, but
eventually the talk broadens.
5053016369@Compuserve.net
CBBS kindles a revolution in electronic communication. Virtual bulletin boards begin popping up around the country; they are given the generic
name BBS, for bulletin board system. Some cover a range of topics, and others are intended for highly specific discussions. By the early 1990s
most BBSs are connected to the Internet, and a whole new virtual world is introduced to BBS members, who had previously roamed within the
7. 1995
Autobytel.com is credited with
inventing online car buying in
1995 and offers comprehensive
consumer resources for vehicle
research, purchasing, ownership, safety and maintenance, as well as unmatched
dealer training, support and technology. Whether buying, owning or selling a vehicle,
Autobytel.com offers a comprehensive and positive consumer experience. Their
stock was trading at $40 in 1999 and is currently trading at $.70.
8. History
CarsDirect was founded in 1998 by Scott Painter, launched from the
business incubator Idealab. It was the first company to sell vehicles online directly to
consumers, rather than referring consumers to brick-and-mortar dealers as all other
online car buying services did at the time.[1][2][3] In 2000, Roger Penske invested in the
company and joined the Board of Directors.[4]
In 2004, the firm began to expand into other "big ticket" consumer categories such as
home mortgage and real estate with the acquisition of web properties including
BestRate.com and LoanApp.com.[5] Reflecting its diversification, the company
changed its name to Internet Brands in 2005, and the company was restructured into
several divisions focused on vertical markets. The automotive operations now
function as part of the automotive division of Internet Brands.
[6]
24. Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)
DEALERS HIP SPON SORED
SOCIAL N ETWORK
( com m un ity)
Dealer
Story, Article
or News
25. 1. Set Up a “Profile” for each Dealer/GM/Manager
2. Create a “Group” for your Franchise/Brand
3. Create a “Fan Page” for your Community
4. Post Links to dealer eCommerce site content items
5. Remember the 80/20 Rule of Social Content
26. Ads were seen 7,201,334 times by Facebook
members who live near the dealership…
1,730 of those Facebook members clicked on
one of the two Facebook display
advertisements…
$1,595.25 spent for the Facebook Ad
Campaigns, each customer visit to our
community site or Fan page cost 92 cents
(CPC).
To show Facebook members our dealership ads
each 1,000 times (CPM), cost 22 cents…
27. Social Media Holds Dealerships Accountable
for their Delivery of the Customer Experience
53. Dear Ralph,
You can’t improve your digital marketing game
if you don’t know the score. The only way to
overcome your competition and increase the
ROI of your marketing is to view all your
campaign data holistically.
This appears on the screen prior to the start of the presentation and is exactly what appears on the Digital Dealer Agenda… It is simply a way to let the attendees know what session they are in, a courtesy to the audience.
PenskeSocial.com becomes the content repository and centralized distribution point feeding out across the social web and into the appropriate site profiles and accounts from amongst 300+ that have been set up to date for Penske Automotive Group.
Articles and content being syndicated out from the PenskeSocial.com hub social network contain references, citations, reviews and a wide range of content that all link back to PenskeCars.com
Penske Automotive Group’s syndicated profiles set up within over 200 of the web’s most popular business listing services and online directories such as Google Places, Yahoo Business Listings, Merchant Circle and more serve as a primary driver of inbound phone call traffic to the dealership’s sales and service departments.