The document discusses how consumers research and shop for new vehicles at local dealerships. It finds that most consumers spend over a week researching online before visiting dealerships. Search engines and dealership/manufacturer websites are the top online resources used, with search being critical for learning about vehicles, finding dealer reviews and inventory, and locating nearby dealerships. The majority of consumer visits are within 20 miles of home. Dealership review sites and social media are emerging as influential resources.
Automotive Inventory Syndication - Take Control of Your Marketing and Your In...Lydie Wolfensperger
AT results at a fraction of the cost. Automotive syndication allows dealers to take control of their marketing and their inventory. It automates the creation of car videos with voice-overs and vehicle specific landing pages (VSLPs aka VDPs). It maintains brand consistency while distributing inventory around the net. In essence it provides unheard of exposure and results for a fraction of the cost of AT alone.
This document discusses various aspects of advertising and marketing for car sales, including:
- Sources customers use for information at different stages of the car buying process and their rankings of helpfulness.
- A comparison of dealer spending versus customers' preferred media sources.
- Statistics on customer behavior and research online before purchasing a vehicle.
- Best practices for responding to online leads and converting them into appointments and sales.
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.
- Car shopping has largely moved online, with most shoppers conducting extensive online research before visiting dealerships. Shoppers use search engines and auto-specific websites to research multiple vehicles.
- Both new and used car sales set records in 2015, but new cars have become more expensive, leading more shoppers to consider late-model certified pre-owned vehicles. Used car shoppers conduct more in-depth research across multiple devices and vehicles.
- To succeed in used car sales online, dealers need competitive pricing, high-quality listing photos and details, and targeted digital marketing including partnerships, email marketing, and online ads to reach shoppers at different stages of their journey.
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.
Cars.com Online CPO Insights Presentation Nov 2012Cars.com
About the study
To help dealers and manufacturers understand more about shopper motivations for purchasing or considering a CPO vehicle, Cars.com conducted a survey of nearly 900 online car shoppers in June 2012 who intended to purchase or had recently purchased a CPO vehicle. The survey was served via Qualtrics survey tool utilizing Qualtrics’ survey panel of respondents.
Intenders n=590 and purchasers n=288
This document introduces an index that measures customer satisfaction with major automotive company websites. It finds that Honda has the highest satisfaction and website experience, while Nissan's site provides the least satisfaction. The index also measures how website satisfaction influences future customer behaviors like purchasing and dealership visits. It analyzes satisfaction drivers for individual sites and the industry overall to identify priorities for improvement. Brand communication and navigation are highlighted as top priorities that could increase satisfaction and positively impact sales and loyalty.
Yahoo Rl Polk Car Buying Study at J.D. Power and Associates Automotive Intern...Kelly Automotive
The document discusses how the car buying process has changed, with consumers now using the internet throughout their research and shopping process to find dealerships and filter options. Search engines and dealership websites are the primary ways consumers first become aware of and locate dealerships. Reviews and ratings of dealerships from other customers have also emerged as an important new factor influencing where consumers ultimately choose to purchase a vehicle.
Automotive Inventory Syndication - Take Control of Your Marketing and Your In...Lydie Wolfensperger
AT results at a fraction of the cost. Automotive syndication allows dealers to take control of their marketing and their inventory. It automates the creation of car videos with voice-overs and vehicle specific landing pages (VSLPs aka VDPs). It maintains brand consistency while distributing inventory around the net. In essence it provides unheard of exposure and results for a fraction of the cost of AT alone.
This document discusses various aspects of advertising and marketing for car sales, including:
- Sources customers use for information at different stages of the car buying process and their rankings of helpfulness.
- A comparison of dealer spending versus customers' preferred media sources.
- Statistics on customer behavior and research online before purchasing a vehicle.
- Best practices for responding to online leads and converting them into appointments and sales.
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.
- Car shopping has largely moved online, with most shoppers conducting extensive online research before visiting dealerships. Shoppers use search engines and auto-specific websites to research multiple vehicles.
- Both new and used car sales set records in 2015, but new cars have become more expensive, leading more shoppers to consider late-model certified pre-owned vehicles. Used car shoppers conduct more in-depth research across multiple devices and vehicles.
- To succeed in used car sales online, dealers need competitive pricing, high-quality listing photos and details, and targeted digital marketing including partnerships, email marketing, and online ads to reach shoppers at different stages of their journey.
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.
Cars.com Online CPO Insights Presentation Nov 2012Cars.com
About the study
To help dealers and manufacturers understand more about shopper motivations for purchasing or considering a CPO vehicle, Cars.com conducted a survey of nearly 900 online car shoppers in June 2012 who intended to purchase or had recently purchased a CPO vehicle. The survey was served via Qualtrics survey tool utilizing Qualtrics’ survey panel of respondents.
Intenders n=590 and purchasers n=288
This document introduces an index that measures customer satisfaction with major automotive company websites. It finds that Honda has the highest satisfaction and website experience, while Nissan's site provides the least satisfaction. The index also measures how website satisfaction influences future customer behaviors like purchasing and dealership visits. It analyzes satisfaction drivers for individual sites and the industry overall to identify priorities for improvement. Brand communication and navigation are highlighted as top priorities that could increase satisfaction and positively impact sales and loyalty.
Yahoo Rl Polk Car Buying Study at J.D. Power and Associates Automotive Intern...Kelly Automotive
The document discusses how the car buying process has changed, with consumers now using the internet throughout their research and shopping process to find dealerships and filter options. Search engines and dealership websites are the primary ways consumers first become aware of and locate dealerships. Reviews and ratings of dealerships from other customers have also emerged as an important new factor influencing where consumers ultimately choose to purchase a vehicle.
Maximizing return on pay per click campaigns roadmap to successful web mark...Social Media Marketing
This document provides an overview of paid search marketing and recommendations for maximizing returns on pay-per-click campaigns. It discusses what paid search is, how the automotive industry utilizes paid search, and why paid search should be an integral part of online marketing efforts. It also covers paid search fundamentals like keywords, ad copy, landing pages, and analytics. Finally, it discusses changes in the paid search landscape with developments like universal search, mobile search, and new features from Google, Yahoo, and MSN.
This document discusses how mobile devices have become central to people's lives and media consumption. It provides statistics showing that most time spent on apps is on just a few apps, and that people have their phones with them almost constantly. Various industries have been changed by the shift to mobile. The document then focuses on Facebook and Instagram, giving user statistics for these platforms. It argues that Facebook is a large media platform and discusses how its targeting capabilities through use of first and third party data allow for effective advertising on mobile.
The document discusses how social media is one of the most powerful influences on car buyers. It notes that 75% of car buyers find internet and social media resources most helpful when researching dealers. Additionally, 81% of car buyers and 83% of service customers said online review sites helped in their dealership selection process. The document provides examples of dealerships that improved their online reputation and reviews through actively managing social media, which led to increased sales and positive customer feedback. It emphasizes the importance of responding to reviews and engaging customers on social platforms like Facebook and Twitter.
Nick Hummer presents "Turbocharging Your New Car Sales" at the Innovative Dealer Summit in Denver, CO.
In his presentation Nick discussed the promising outlook for new car sales, as well as ways to differentiate your store's brand through online reviews. With insights related to social, local and mobile shopping behavior, this deck is intended to help you craft your marketing efforts to align with the needs of today's consumers.
This document summarizes findings from a 2007 study on car buying influences. It finds that brand and dealership loyalty are diminishing as consumers consider more options online. Consumers use the internet as a filter at different stages of the purchase process - to research vehicles, find dealerships, and read reviews. Dealerships lose opportunities because many leads go unanswered and responses are often poor quality. Consumer reviews and ratings are becoming an important new factor, influencing where consumers choose to shop and purchase. The study suggests dealerships need to improve their online presence and responsiveness to maximize sales opportunities.
This document provides a case study of how Orby Technologies provides a community platform for car dealerships to manage leads and vehicle stock. The platform allows dealerships to capture online leads, nurture customers through the sales process, and publish accurate vehicle stock information online in real-time. It also enables collaboration between dealership staff and provides analytics to improve sales performance.
Wholesale and retail used vehicle prices have changed dramatically in recent years. Retail premiums, which represent the spread between wholesale and retail prices, provide insight into dealer profitability. This document analyzes retail premium trends between 2005-2015 using wholesale and retail transaction data. The key findings are:
1) Retail premiums fluctuated between 33-41% during this period, generally narrowing as wholesale prices increased more than retail prices.
2) Premiums decreased the most for mainstream vehicles like compacts and midsize cars, falling by up to 15 percentage points.
3) Premiums vary seasonally, with the smallest gap in Q1 and largest in Q4, though this seasonal effect has les
Revenue Science uses consumer behavior data to create targeted advertising. It has evolved from an analytics company to one that offers a technology platform and marketplace connecting advertisers to audiences. Revenue Science tracks behaviors of over 100 million consumers monthly across 3000+ sites. Behavioral targeting is more effective than contextual ads and seen as the new standard, with advertisers expected to spend $3.8 billion by 2011 on this approach. Revenue Science identifies high-intent consumers based on multiple related behaviors and targets them across networks for advertisers.
Jeremy Anspach: How to Maximize Inventory Conversion from Search to ShowroomSean Bradley
This document provides guidance on maximizing inventory conversion from search to showroom. It discusses how consumer behavior has shifted to more online shopping prior to purchase. It emphasizes organizing your digital presence with a focus on relevance to better meet consumer needs during different shopping stages. Key recommendations include understanding shopper intent through their search queries, having the right vehicles promoted on the right platforms, optimizing paid search campaigns, and leveraging tools like retargeting and dynamic creative ads. It also stresses measuring ROI through key metrics like impressions, clicks, and conversions to ensure the right budget allocation. The overall message is that dealers need to embrace an e-commerce mindset and dominate their digital presence to win customers in today's online shopping world.
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.
Your automotive or motorcycle dealership thrives on customer interaction and satisfaction. Now you have the opportunity to go beyond traditional media and engage prospects directly by expanding with social media, email and online marketing. If you partner with Benchmark Email, you gain access to open rates and unsubscribes - see what subject lines catch a customer's attention and which kinds of newsletters leave them flat. Best of all, in this comprehensive email marketing guide, we take you through the current state of automotive dealership marketing, compare metrics across dealerships and industries and prescribe a great, interactive way to connect with your customers and optimize your business.
The 2018 Car Buyer Journey Study by Cox Automotive tells us that the consumer-dealer relationship is more important than ever. With interest rates growing and credit standards tightening this year, the F&I part of the experience will become more frustrating for both consumers and dealers. Pricing transparency and digital retailing are two ways to offset some of the economic challenges we can’t control.
Kevin Hunt "How to Set Up and Maximize Your Third Party Providers"Sean Bradley
The document provides guidance on selecting and maximizing third party internet marketing partners. It discusses how independent internet sites play a leading role in the consumer vehicle purchase journey. When choosing partners, dealerships should consider the partner's traffic volume, customization options, ability to estimate sales opportunities, insight provided, and business terms. Key factors include reach and exposure, the shopping experience, consideration of the dealership, customization of programs, and real-time performance insights. Flexible territories and campaigns allow dealers to defend their area while conquering new markets.
This document discusses various aspects of advertising and marketing for car sales, including:
- Sources customers use for research at different stages of the car buying process and their effectiveness
- Discrepancies between how dealers spend on advertising and what media customers prefer
- The importance of quick response times to customer leads from the internet
- Key facts about internet research and online lead generation in the car buying process
- Best practices for converting online leads to appointments and sales at the dealership through follow up calls and emails
This document discusses various aspects of advertising and marketing for car sales, including:
- Sources customers use for research at different stages of the car buying process and their effectiveness
- Discrepancies between what media dealers spend on versus what customers prefer
- The importance of quick response times to customer leads from websites
- Key internet research behaviors of customers before they visit dealerships or submit leads
- Best practices for converting website visits to leads and leads to appointments
- Metrics for evaluating the performance of advertising programs and websites in generating sales
J. D. Power AAISP Presentation by Dennis GalbraithRalph Paglia
- Automotive internet usage has grown significantly among new and used vehicle buyers over the past 8 years, impacting decisions around dealer selection, lender selection, make/model selection, and price paid.
- Automotive internet users (AIUs) tend to be more influential consumers, including auto enthusiast magazine readers, those frequently asked about vehicles, and "auto experts".
- Younger buyers under 40 are especially likely to be AIUs, and the internet impacts their decisions around make/model selection, price paid, and dealer selection.
- Many automakers and dealers are using online tools like product selectors, video demonstrations, and lifestyle matching to help consumers research and select vehicles online before visiting dealerships.
CARPROOF Keynote -- What Your Customers Aren't Telling You✍️ Samantha Kohn
The document summarizes key insights from a survey of 1,000 used car buyers in Canada about what they don't share with dealers. It discusses that over 40% of leads are "silent leads" who don't tell dealers where they heard about the dealership. It also notes that over 50% of customers who leave the dealership without buying give excuses rather than the real reasons, which are related to price, pressure, and product concerns. Finally, it provides data showing that over 70% of buyers look at online reviews on Google and over 70% will leave a review if asked.
The document discusses 7 common myths about how people search for cars online and what they do after arriving at dealership websites. It summarizes research from over 35 hours of video recordings of 109 users and 436 searches. The main myths debunked are that people trust third parties more than dealers, that internet shoppers are solely price-driven, and that dealers cannot compete with large third party advertising budgets. It provides evidence that an integrated online marketing approach focusing on search ads, remarketing, and social media can help dealers achieve high conversion rates independently of third parties.
This document summarizes research on automotive shoppers in 2009. It finds that search plays a critical role in the research process, with 84% of new vehicle buyers visiting OEM and/or third party sites. While OEM site visitation declined slightly, third party site visits grew year-over-year. The "build your own" tool was the most used feature on OEM sites. Nearly half of new vehicle buyers who visited OEM or third party sites were referred by search. Online video, especially on YouTube, is also becoming more important in research, with 83% of new buyers watching videos and 50% of in-market shoppers visiting YouTube.
The document discusses how the car buying process has changed, with consumers now using the internet throughout their research and selection process to find dealerships and filter options. Search engines and dealership websites are the primary ways consumers first learn about and locate dealerships. Reviews and ratings of dealerships from other customers are also becoming an important factor in consumers' purchase decisions.
Part One of a Mint series, in partnership with Google, that look at how consumers use the web before purchases. This presentation looks at prospective car buyers.
Maximizing return on pay per click campaigns roadmap to successful web mark...Social Media Marketing
This document provides an overview of paid search marketing and recommendations for maximizing returns on pay-per-click campaigns. It discusses what paid search is, how the automotive industry utilizes paid search, and why paid search should be an integral part of online marketing efforts. It also covers paid search fundamentals like keywords, ad copy, landing pages, and analytics. Finally, it discusses changes in the paid search landscape with developments like universal search, mobile search, and new features from Google, Yahoo, and MSN.
This document discusses how mobile devices have become central to people's lives and media consumption. It provides statistics showing that most time spent on apps is on just a few apps, and that people have their phones with them almost constantly. Various industries have been changed by the shift to mobile. The document then focuses on Facebook and Instagram, giving user statistics for these platforms. It argues that Facebook is a large media platform and discusses how its targeting capabilities through use of first and third party data allow for effective advertising on mobile.
The document discusses how social media is one of the most powerful influences on car buyers. It notes that 75% of car buyers find internet and social media resources most helpful when researching dealers. Additionally, 81% of car buyers and 83% of service customers said online review sites helped in their dealership selection process. The document provides examples of dealerships that improved their online reputation and reviews through actively managing social media, which led to increased sales and positive customer feedback. It emphasizes the importance of responding to reviews and engaging customers on social platforms like Facebook and Twitter.
Nick Hummer presents "Turbocharging Your New Car Sales" at the Innovative Dealer Summit in Denver, CO.
In his presentation Nick discussed the promising outlook for new car sales, as well as ways to differentiate your store's brand through online reviews. With insights related to social, local and mobile shopping behavior, this deck is intended to help you craft your marketing efforts to align with the needs of today's consumers.
This document summarizes findings from a 2007 study on car buying influences. It finds that brand and dealership loyalty are diminishing as consumers consider more options online. Consumers use the internet as a filter at different stages of the purchase process - to research vehicles, find dealerships, and read reviews. Dealerships lose opportunities because many leads go unanswered and responses are often poor quality. Consumer reviews and ratings are becoming an important new factor, influencing where consumers choose to shop and purchase. The study suggests dealerships need to improve their online presence and responsiveness to maximize sales opportunities.
This document provides a case study of how Orby Technologies provides a community platform for car dealerships to manage leads and vehicle stock. The platform allows dealerships to capture online leads, nurture customers through the sales process, and publish accurate vehicle stock information online in real-time. It also enables collaboration between dealership staff and provides analytics to improve sales performance.
Wholesale and retail used vehicle prices have changed dramatically in recent years. Retail premiums, which represent the spread between wholesale and retail prices, provide insight into dealer profitability. This document analyzes retail premium trends between 2005-2015 using wholesale and retail transaction data. The key findings are:
1) Retail premiums fluctuated between 33-41% during this period, generally narrowing as wholesale prices increased more than retail prices.
2) Premiums decreased the most for mainstream vehicles like compacts and midsize cars, falling by up to 15 percentage points.
3) Premiums vary seasonally, with the smallest gap in Q1 and largest in Q4, though this seasonal effect has les
Revenue Science uses consumer behavior data to create targeted advertising. It has evolved from an analytics company to one that offers a technology platform and marketplace connecting advertisers to audiences. Revenue Science tracks behaviors of over 100 million consumers monthly across 3000+ sites. Behavioral targeting is more effective than contextual ads and seen as the new standard, with advertisers expected to spend $3.8 billion by 2011 on this approach. Revenue Science identifies high-intent consumers based on multiple related behaviors and targets them across networks for advertisers.
Jeremy Anspach: How to Maximize Inventory Conversion from Search to ShowroomSean Bradley
This document provides guidance on maximizing inventory conversion from search to showroom. It discusses how consumer behavior has shifted to more online shopping prior to purchase. It emphasizes organizing your digital presence with a focus on relevance to better meet consumer needs during different shopping stages. Key recommendations include understanding shopper intent through their search queries, having the right vehicles promoted on the right platforms, optimizing paid search campaigns, and leveraging tools like retargeting and dynamic creative ads. It also stresses measuring ROI through key metrics like impressions, clicks, and conversions to ensure the right budget allocation. The overall message is that dealers need to embrace an e-commerce mindset and dominate their digital presence to win customers in today's online shopping world.
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.
Your automotive or motorcycle dealership thrives on customer interaction and satisfaction. Now you have the opportunity to go beyond traditional media and engage prospects directly by expanding with social media, email and online marketing. If you partner with Benchmark Email, you gain access to open rates and unsubscribes - see what subject lines catch a customer's attention and which kinds of newsletters leave them flat. Best of all, in this comprehensive email marketing guide, we take you through the current state of automotive dealership marketing, compare metrics across dealerships and industries and prescribe a great, interactive way to connect with your customers and optimize your business.
The 2018 Car Buyer Journey Study by Cox Automotive tells us that the consumer-dealer relationship is more important than ever. With interest rates growing and credit standards tightening this year, the F&I part of the experience will become more frustrating for both consumers and dealers. Pricing transparency and digital retailing are two ways to offset some of the economic challenges we can’t control.
Kevin Hunt "How to Set Up and Maximize Your Third Party Providers"Sean Bradley
The document provides guidance on selecting and maximizing third party internet marketing partners. It discusses how independent internet sites play a leading role in the consumer vehicle purchase journey. When choosing partners, dealerships should consider the partner's traffic volume, customization options, ability to estimate sales opportunities, insight provided, and business terms. Key factors include reach and exposure, the shopping experience, consideration of the dealership, customization of programs, and real-time performance insights. Flexible territories and campaigns allow dealers to defend their area while conquering new markets.
This document discusses various aspects of advertising and marketing for car sales, including:
- Sources customers use for research at different stages of the car buying process and their effectiveness
- Discrepancies between how dealers spend on advertising and what media customers prefer
- The importance of quick response times to customer leads from the internet
- Key facts about internet research and online lead generation in the car buying process
- Best practices for converting online leads to appointments and sales at the dealership through follow up calls and emails
This document discusses various aspects of advertising and marketing for car sales, including:
- Sources customers use for research at different stages of the car buying process and their effectiveness
- Discrepancies between what media dealers spend on versus what customers prefer
- The importance of quick response times to customer leads from websites
- Key internet research behaviors of customers before they visit dealerships or submit leads
- Best practices for converting website visits to leads and leads to appointments
- Metrics for evaluating the performance of advertising programs and websites in generating sales
J. D. Power AAISP Presentation by Dennis GalbraithRalph Paglia
- Automotive internet usage has grown significantly among new and used vehicle buyers over the past 8 years, impacting decisions around dealer selection, lender selection, make/model selection, and price paid.
- Automotive internet users (AIUs) tend to be more influential consumers, including auto enthusiast magazine readers, those frequently asked about vehicles, and "auto experts".
- Younger buyers under 40 are especially likely to be AIUs, and the internet impacts their decisions around make/model selection, price paid, and dealer selection.
- Many automakers and dealers are using online tools like product selectors, video demonstrations, and lifestyle matching to help consumers research and select vehicles online before visiting dealerships.
CARPROOF Keynote -- What Your Customers Aren't Telling You✍️ Samantha Kohn
The document summarizes key insights from a survey of 1,000 used car buyers in Canada about what they don't share with dealers. It discusses that over 40% of leads are "silent leads" who don't tell dealers where they heard about the dealership. It also notes that over 50% of customers who leave the dealership without buying give excuses rather than the real reasons, which are related to price, pressure, and product concerns. Finally, it provides data showing that over 70% of buyers look at online reviews on Google and over 70% will leave a review if asked.
The document discusses 7 common myths about how people search for cars online and what they do after arriving at dealership websites. It summarizes research from over 35 hours of video recordings of 109 users and 436 searches. The main myths debunked are that people trust third parties more than dealers, that internet shoppers are solely price-driven, and that dealers cannot compete with large third party advertising budgets. It provides evidence that an integrated online marketing approach focusing on search ads, remarketing, and social media can help dealers achieve high conversion rates independently of third parties.
This document summarizes research on automotive shoppers in 2009. It finds that search plays a critical role in the research process, with 84% of new vehicle buyers visiting OEM and/or third party sites. While OEM site visitation declined slightly, third party site visits grew year-over-year. The "build your own" tool was the most used feature on OEM sites. Nearly half of new vehicle buyers who visited OEM or third party sites were referred by search. Online video, especially on YouTube, is also becoming more important in research, with 83% of new buyers watching videos and 50% of in-market shoppers visiting YouTube.
The document discusses how the car buying process has changed, with consumers now using the internet throughout their research and selection process to find dealerships and filter options. Search engines and dealership websites are the primary ways consumers first learn about and locate dealerships. Reviews and ratings of dealerships from other customers are also becoming an important factor in consumers' purchase decisions.
Part One of a Mint series, in partnership with Google, that look at how consumers use the web before purchases. This presentation looks at prospective car buyers.
This document summarizes a 2007 study on how internet influences the car buying process. It finds that:
1) Brand and dealership loyalty is diminishing as consumers now consider more makes, models, and dealerships during their search.
2) Consumers use the internet as filters at different stages - to initially select dealerships through searches and websites, to engage with dealerships through their online responses, and to make a final purchase decision based on reviews and prices.
3) According to the study, search engines were the primary tool consumers used to filter and locate dealerships, with 67% of consumers finding dealerships through search and 64% being made aware of dealerships through search.
The document provides tips on using data and search engine optimization (SEO) to drive brand awareness and sales. It discusses analyzing website traffic data from tools like Google Search Console and Google Analytics to understand visitor demographics and how people interact with pages. The document also emphasizes optimizing content for search engines by using clear titles, short paragraphs, subheadings, and focusing content directly on target search terms to improve search visibility and rankings.
Consumers now conduct most vehicle research online rather than at dealerships. Eighty-three percent use the internet and 79% use search engines to research vehicles and dealerships. During the pre-selection phase, consumers filter dealerships based on the information they find online, such as inventory available on a dealer's website. Search engines and dealer/OEM websites are also important sources for finding information and locations of dealerships. Traditional offline advertising sources are now less influential than online sources during consumers' pre-selection research phase of vehicle shopping.
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.
Television advertising has the greatest influence across all stages of an automotive buyer's journey, from initial discovery of brands to brand advocacy after purchase. Television is the medium most relied on to first learn about automotive brands and has the strongest influence on which brands make it onto a buyer's consideration list. Television ads are also most effective at driving consumers to visit automotive manufacturer websites for more information. Finally, television advertising has the strongest influence on the ultimate purchase decision and helps reinforce that decision and maintain loyalty after the purchase.
IS20G11 - Essential Marketing Tools of the Modern Dealership - Robert DonovanSean Bradley
The game has changed. We all know it but where should dealers focus? Connie will break down the latest buzz words in the industry with specific and actionable ways for your dealership to leverage more modern marketing approaches.
Key Takeaways:
-The 2018 Car Shopper Journey - what this data tells us and how your dealership can improve
-Leveraging Custom Audiences with Big Data - the power of your CRM must be unleashed
-Digital Retailing - it is much more than a website add on
-Influencers - how dealers can leverage the buzzword they hear about but aren’t sure how to do it
Google & Marketing By Click held automotive-focused digital retailing event at Google NYC headquarters.
I was excited to be a case study of the power of Google and automotive digital retailing. Rico Glover https://www.linkedin.com/in/ricoglover/
- 64% of car shoppers value both getting a good price and minimizing the time spent shopping, rather than prioritizing one over the other.
- While 96% of shoppers aim to get a good price, only 20% consider themselves "extreme price grinders" who will spend significant time finding the lowest price.
- Upfront pricing that guarantees the price of a specific vehicle is appealing to shoppers, with 66% interested in a price guarantee and 82% preferring the guarantee apply to a vehicle on the dealer's lot.
Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto GroupSocial Media Marketing
Digital advertising can drive traffic to dealerships through various online methods like search engine ads, display ads on websites, and mobile ads. The presentation discusses how digital ads work, why dealers should use them, and how to measure their effectiveness. Key metrics to track include cost per lead, cost per sale, and how digital ads impact showroom traffic, phone calls, and website leads. Case studies show that digital campaigns increased dealers' sales volumes by 20-30% by bringing in more leads and customers. The presentation provides examples of successful digital ad campaigns and discusses how dealers can implement them.
Similar to Role Interactive Media Car Shopping Process (20)
This document discusses the rise of personal branding and how individuals are building their own brands. It notes that a Google search for "personal branding" returns over 118,000 results, showing the increasing focus on branding oneself. The document stresses that with any power or influence comes responsibility, and challenges may arise when personally branding. It advocates remembering to help people understand you and provides links to follow the author on various social platforms.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
More from Automotive Social Media Marketing Reputation Management (20)
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation F...AlexanderRichford
QR Secure: A Hybrid Approach Using Machine Learning and Security Validation Functions to Prevent Interaction with Malicious QR Codes.
Aim of the Study: The goal of this research was to develop a robust hybrid approach for identifying malicious and insecure URLs derived from QR codes, ensuring safe interactions.
This is achieved through:
Machine Learning Model: Predicts the likelihood of a URL being malicious.
Security Validation Functions: Ensures the derived URL has a valid certificate and proper URL format.
This innovative blend of technology aims to enhance cybersecurity measures and protect users from potential threats hidden within QR codes 🖥 🔒
This study was my first introduction to using ML which has shown me the immense potential of ML in creating more secure digital environments!
Introducing BoxLang : A new JVM language for productivity and modularity!Ortus Solutions, Corp
Just like life, our code must adapt to the ever changing world we live in. From one day coding for the web, to the next for our tablets or APIs or for running serverless applications. Multi-runtime development is the future of coding, the future is to be dynamic. Let us introduce you to BoxLang.
Dynamic. Modular. Productive.
BoxLang redefines development with its dynamic nature, empowering developers to craft expressive and functional code effortlessly. Its modular architecture prioritizes flexibility, allowing for seamless integration into existing ecosystems.
Interoperability at its Core
With 100% interoperability with Java, BoxLang seamlessly bridges the gap between traditional and modern development paradigms, unlocking new possibilities for innovation and collaboration.
Multi-Runtime
From the tiny 2m operating system binary to running on our pure Java web server, CommandBox, Jakarta EE, AWS Lambda, Microsoft Functions, Web Assembly, Android and more. BoxLang has been designed to enhance and adapt according to it's runnable runtime.
The Fusion of Modernity and Tradition
Experience the fusion of modern features inspired by CFML, Node, Ruby, Kotlin, Java, and Clojure, combined with the familiarity of Java bytecode compilation, making BoxLang a language of choice for forward-thinking developers.
Empowering Transition with Transpiler Support
Transitioning from CFML to BoxLang is seamless with our JIT transpiler, facilitating smooth migration and preserving existing code investments.
Unlocking Creativity with IDE Tools
Unleash your creativity with powerful IDE tools tailored for BoxLang, providing an intuitive development experience and streamlining your workflow. Join us as we embark on a journey to redefine JVM development. Welcome to the era of BoxLang.
Connector Corner: Seamlessly power UiPath Apps, GenAI with prebuilt connectorsDianaGray10
Join us to learn how UiPath Apps can directly and easily interact with prebuilt connectors via Integration Service--including Salesforce, ServiceNow, Open GenAI, and more.
The best part is you can achieve this without building a custom workflow! Say goodbye to the hassle of using separate automations to call APIs. By seamlessly integrating within App Studio, you can now easily streamline your workflow, while gaining direct access to our Connector Catalog of popular applications.
We’ll discuss and demo the benefits of UiPath Apps and connectors including:
Creating a compelling user experience for any software, without the limitations of APIs.
Accelerating the app creation process, saving time and effort
Enjoying high-performance CRUD (create, read, update, delete) operations, for
seamless data management.
Speakers:
Russell Alfeche, Technology Leader, RPA at qBotic and UiPath MVP
Charlie Greenberg, host
Conversational agents, or chatbots, are increasingly used to access all sorts of services using natural language. While open-domain chatbots - like ChatGPT - can converse on any topic, task-oriented chatbots - the focus of this paper - are designed for specific tasks, like booking a flight, obtaining customer support, or setting an appointment. Like any other software, task-oriented chatbots need to be properly tested, usually by defining and executing test scenarios (i.e., sequences of user-chatbot interactions). However, there is currently a lack of methods to quantify the completeness and strength of such test scenarios, which can lead to low-quality tests, and hence to buggy chatbots.
To fill this gap, we propose adapting mutation testing (MuT) for task-oriented chatbots. To this end, we introduce a set of mutation operators that emulate faults in chatbot designs, an architecture that enables MuT on chatbots built using heterogeneous technologies, and a practical realisation as an Eclipse plugin. Moreover, we evaluate the applicability, effectiveness and efficiency of our approach on open-source chatbots, with promising results.
GlobalLogic Java Community Webinar #18 “How to Improve Web Application Perfor...GlobalLogic Ukraine
Під час доповіді відповімо на питання, навіщо потрібно підвищувати продуктивність аплікації і які є найефективніші способи для цього. А також поговоримо про те, що таке кеш, які його види бувають та, основне — як знайти performance bottleneck?
Відео та деталі заходу: https://bit.ly/45tILxj
Session 1 - Intro to Robotic Process Automation.pdfUiPathCommunity
👉 Check out our full 'Africa Series - Automation Student Developers (EN)' page to register for the full program:
https://bit.ly/Automation_Student_Kickstart
In this session, we shall introduce you to the world of automation, the UiPath Platform, and guide you on how to install and setup UiPath Studio on your Windows PC.
📕 Detailed agenda:
What is RPA? Benefits of RPA?
RPA Applications
The UiPath End-to-End Automation Platform
UiPath Studio CE Installation and Setup
💻 Extra training through UiPath Academy:
Introduction to Automation
UiPath Business Automation Platform
Explore automation development with UiPath Studio
👉 Register here for our upcoming Session 2 on June 20: Introduction to UiPath Studio Fundamentals: https://community.uipath.com/events/details/uipath-lagos-presents-session-2-introduction-to-uipath-studio-fundamentals/
Dandelion Hashtable: beyond billion requests per second on a commodity serverAntonios Katsarakis
This slide deck presents DLHT, a concurrent in-memory hashtable. Despite efforts to optimize hashtables, that go as far as sacrificing core functionality, state-of-the-art designs still incur multiple memory accesses per request and block request processing in three cases. First, most hashtables block while waiting for data to be retrieved from memory. Second, open-addressing designs, which represent the current state-of-the-art, either cannot free index slots on deletes or must block all requests to do so. Third, index resizes block every request until all objects are copied to the new index. Defying folklore wisdom, DLHT forgoes open-addressing and adopts a fully-featured and memory-aware closed-addressing design based on bounded cache-line-chaining. This design offers lock-free index operations and deletes that free slots instantly, (2) completes most requests with a single memory access, (3) utilizes software prefetching to hide memory latencies, and (4) employs a novel non-blocking and parallel resizing. In a commodity server and a memory-resident workload, DLHT surpasses 1.6B requests per second and provides 3.5x (12x) the throughput of the state-of-the-art closed-addressing (open-addressing) resizable hashtable on Gets (Deletes).
"What does it really mean for your system to be available, or how to define w...Fwdays
We will talk about system monitoring from a few different angles. We will start by covering the basics, then discuss SLOs, how to define them, and why understanding the business well is crucial for success in this exercise.
In our second session, we shall learn all about the main features and fundamentals of UiPath Studio that enable us to use the building blocks for any automation project.
📕 Detailed agenda:
Variables and Datatypes
Workflow Layouts
Arguments
Control Flows and Loops
Conditional Statements
💻 Extra training through UiPath Academy:
Variables, Constants, and Arguments in Studio
Control Flow in Studio
"$10 thousand per minute of downtime: architecture, queues, streaming and fin...Fwdays
Direct losses from downtime in 1 minute = $5-$10 thousand dollars. Reputation is priceless.
As part of the talk, we will consider the architectural strategies necessary for the development of highly loaded fintech solutions. We will focus on using queues and streaming to efficiently work and manage large amounts of data in real-time and to minimize latency.
We will focus special attention on the architectural patterns used in the design of the fintech system, microservices and event-driven architecture, which ensure scalability, fault tolerance, and consistency of the entire system.
AppSec PNW: Android and iOS Application Security with MobSFAjin Abraham
Mobile Security Framework - MobSF is a free and open source automated mobile application security testing environment designed to help security engineers, researchers, developers, and penetration testers to identify security vulnerabilities, malicious behaviours and privacy concerns in mobile applications using static and dynamic analysis. It supports all the popular mobile application binaries and source code formats built for Android and iOS devices. In addition to automated security assessment, it also offers an interactive testing environment to build and execute scenario based test/fuzz cases against the application.
This talk covers:
Using MobSF for static analysis of mobile applications.
Interactive dynamic security assessment of Android and iOS applications.
Solving Mobile app CTF challenges.
Reverse engineering and runtime analysis of Mobile malware.
How to shift left and integrate MobSF/mobsfscan SAST and DAST in your build pipeline.
"Scaling RAG Applications to serve millions of users", Kevin GoedeckeFwdays
How we managed to grow and scale a RAG application from zero to thousands of users in 7 months. Lessons from technical challenges around managing high load for LLMs, RAGs and Vector databases.
In the realm of cybersecurity, offensive security practices act as a critical shield. By simulating real-world attacks in a controlled environment, these techniques expose vulnerabilities before malicious actors can exploit them. This proactive approach allows manufacturers to identify and fix weaknesses, significantly enhancing system security.
This presentation delves into the development of a system designed to mimic Galileo's Open Service signal using software-defined radio (SDR) technology. We'll begin with a foundational overview of both Global Navigation Satellite Systems (GNSS) and the intricacies of digital signal processing.
The presentation culminates in a live demonstration. We'll showcase the manipulation of Galileo's Open Service pilot signal, simulating an attack on various software and hardware systems. This practical demonstration serves to highlight the potential consequences of unaddressed vulnerabilities, emphasizing the importance of offensive security practices in safeguarding critical infrastructure.
This talk will cover ScyllaDB Architecture from the cluster-level view and zoom in on data distribution and internal node architecture. In the process, we will learn the secret sauce used to get ScyllaDB's high availability and superior performance. We will also touch on the upcoming changes to ScyllaDB architecture, moving to strongly consistent metadata and tablets.
"Frontline Battles with DDoS: Best practices and Lessons Learned", Igor IvaniukFwdays
At this talk we will discuss DDoS protection tools and best practices, discuss network architectures and what AWS has to offer. Also, we will look into one of the largest DDoS attacks on Ukrainian infrastructure that happened in February 2022. We'll see, what techniques helped to keep the web resources available for Ukrainians and how AWS improved DDoS protection for all customers based on Ukraine experience
Getting the Most Out of ScyllaDB Monitoring: ShareChat's TipsScyllaDB
ScyllaDB monitoring provides a lot of useful information. But sometimes it’s not easy to find the root of the problem if something is wrong or even estimate the remaining capacity by the load on the cluster. This talk shares our team's practical tips on: 1) How to find the root of the problem by metrics if ScyllaDB is slow 2) How to interpret the load and plan capacity for the future 3) Compaction strategies and how to choose the right one 4) Important metrics which aren’t available in the default monitoring setup.
What is an RPA CoE? Session 2 – CoE RolesDianaGray10
In this session, we will review the players involved in the CoE and how each role impacts opportunities.
Topics covered:
• What roles are essential?
• What place in the automation journey does each role play?
Speaker:
Chris Bolin, Senior Intelligent Automation Architect Anika Systems
6. Base: Total Respondents (550) Q8 About how long did you research vehicles on your own before you started visiting dealerships? How long did you research before you started dealership visits? The majority of consumers spend more than a week pre-shopping for dealerships before they step foot on your lot None A week or less More than a week but less than a month 1-2 months 3-6 months Over 6 months
7. … with the majority researching online & using search for vehicle dealership research Base: Total Respondents (550) Q4 When researching auto dealerships, which of these online search engines did you use to obtain information? (Please select all that apply.) QS10 Which of the following resources ‘did you use to gather information while shopping for your new vehicle?’ OR ‘are you using to gather information while shopping for your new vehicle?’ Q0 You mentioned that you used the resources shown below to research and shop for new vehicles. How did you reach each of these websites? Did research before walking into a dealership 88% Used the Internet to research vehicles 83% Used Search to research auto dealerships 79%
8.
9. … in fact, they rely more on the Internet today in helping them find the right dealer Base: Total Respondents (550); Purchased a new vehicle prior to 2007 (492); Relied less on resources during last purchase: Social networking tools (37); E-mails from dealership (107); Dealership sites (171); Manufacturer sites (168); Search engines (184); Independent vehicle sites (117) Q17 Prior to 2007, when was the last time you were in market to purchase or lease a brand new vehicle? Q19 Compared to your [INSERT THE YEAR ENTERED AT Q14] vehicle purchase, please tell us whether you relied on the following in helping you find dealerships to visit, the same amount, or less compared to your 2007 vehicle research experience. [… relied on more] Compared to my last vehicle purchase (2002 on avg), I rely on these sources more … Social networking tools E-mails from dealership Dealership sites Manufacturer sites Search engines Independent vehicle sites
10. Consumers visit an average of 6 dealerships , but tend to shop for only one brand per dealership Base: Total Respondents (550); Those Responding QS6 Please select the statement that best describes your consideration of each make listed below. QS7 How many dealerships did you visit for each make?
11. Base: Total Respondents (546)* * Don’t know responses removed QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. 68% of consumers are not willing to travel more than 20 miles 32% of consumers are willing to travel farther than 20 miles … a third of consumers will drive more than 20 miles from home How far away were each of the dealerships you visited?
12. Base: Total Respondents (546) QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. 79% of consumer visit s are within 20 miles of their home 21% of consumer visit s are over 20 miles of their home 21% of total visit s are over 20 miles from their homes How far away were each of the dealerships you visited?
14. Base: Total Respondents (550) Q1a-Q1d Thinking about dealerships you’ve visited, which of the following… made you aware of the dealerships?/helped you locate the dealerships? Search is one of the top sources used to become aware and locate car dealerships How do consumers find and choose which dealerships to visit? (Choose from a list of 18 sources) Driven by or seen before Friends & Family Search engines Dealer websites OEM websites TV ads Yellow Pages
15. Base: Those Responding: Search engines (229); Dealership websites (204); Manufacturer websites (190); OEM websites (190); Independent websites (125); Social networking tools (43) Indicates percentage is significantly higher than the all-source average at 95% confidence Q3 Now, thinking specifically about each of the resources you used to research dealerships, which of the following helped you… Online sources are critical throughout the dealership purchase funnel I used the following online sources to… SEARCH ENGINES DEALERSHIP WEBSITES OEM WEBSITES 3 RD PARTY CONTENT SITES SOCIAL NETWORKING Learn about vehicle makes/models Get a feel for the dealership Find other buyer reviews on dealerships Find out how many dealers were close to where I live Find out if dealerships had any special offers Find out dealership inventory on cars/models I want Look up dealership address and contact info
16. Base: Those Responding: Newspaper inserts/classified ads (173); Radio ads (105) ; Local phone books (147); TV Ads (177); Magazines (68) Indicates percentage is significantly higher than the all-source average at 95% confidence Q3 Now, thinking specifically about each of the resources you used to research dealerships, which of the following helped you… Offline sources are less comprehensive than online resources when offering dealership information I used the following offline sources to… NEWSPAPER CLASSIFIEDS RADIO ADS YELLOW PAGES TV ADS MAGAZINES Learn about vehicle makes/ models Get a feel for the dealership Find other buyer reviews on dealerships Find out how many dealers were close to where I live Find out if dealerships had any special offers Find out dealership inventory on cars/ models I want Look up dealership address and contact info
17. Base: Total Respondents (550); Open to using a review site (543) Q7a Now we’d like you to imagine there was a dealership review site providing customer satisfaction ratings generated by other customers who visited or did business with the dealerships in your area. How likely would you be to use this type of site? Q7b And how likely would you be to post your own reviews or comments about local dealerships on this site? … use a dealership review site? … post comments on a dealership review site? The emergence of social networks will ultimately drive consumers to actively participate in dealership ratings How likely would you be to…? Top 2 Box: 72% 58%
21. Consumers use a variety of search strategies to find auto dealerships What types of keywords did you use when looking for a dealer? Base: Used a Search Engine to Shop for Dealerships (433) Q5 Thinking about all the search engine queries you made to try to find auto dealerships, what types of keywords did you enter into the search engines to generate results? Make and/or model I was interested in City and/or state Zip code Specific dealership name General automotive keywords MM & city and/or state 34% MM & zip code 32% MM & specific dealership name 29% MM & general keywords 21% MM [Only] 17%
22. Base: Searchers (433); Non-Searcher (117) / Indicates percentage is significantly higher/lower than Non-Searchers at 95% confidence QS7 How many dealerships did you visit for each make? QS8 Again thinking about the dealerships you visited, think about how far each dealership was from your home. In miles, please tell us the distance between your home and the farthest dealership you visited for each make. Q1a/Q1b/Q1c/Q1d Thinking about dealerships you’ve visited, which of the following… made you aware of the dealerships?/helped you locate the dealerships? Q11 How many requests for price quotes did you submit on the Internet? Your best guess is fine. Searchers cross shop heavily and are willing to go out of their way to find dealerships Searcher vs. Non Searcher - Differences SEARCHERS (79% of car shoppers) NON-SEARCHERS (21% of car shoppers) # Dealerships visited (total) 7 3 Willing to drive over 20 miles to visit a dealership 35% 18% Average number of sources used to find and locate dealerships 6 3 Average number of price quotes requested 3 1
28. What makes a brand advocate? SOURCE: Y! Study |December 2006 "Engaging Advocates through Search & Social Media" - Consumer Electronics OF THE POPULATION 33% I GO OUT OF MY WAY TO RECOMMEND GOOD PRODUCTS AND BRANDS TO MY FRIENDS AND FAMILY A GOOD BRAND IS WORTH TALKING ABOUT I OFTEN TELL FRIENDS ABOUT PRODUCTS THAT INTEREST ME I TEND TO BE ONE OF THE FIRST AMONG MY FRIENDS TO TRY NEW PRODUCTS I AM A NATURAL LEADER; PEOPLE ALWAYS LISTEN TO MY OPINIONS OTHERS LOOK TO ME FOR ADVICE WHEN IT COMES TO TECHNOLOGY I CONSIDER MYSELF SOCIAL AND WELL-CONNECTED
29.
30. Base: Brand Advocates (180); Non-Brand Advocates (370) Q1a-Q1d Thinking about dealerships you’ve visited, which of the following… made you aware of the dealerships?/helped you locate the dealerships? Q4 When researching auto dealerships, which of these online search engines did you use to obtain information? (Please select all that apply.) QS10 Which of the following resources ‘did you use to gather information while shopping for your new vehicle?’ OR ‘are you using to gather information while shopping for your new vehicle?’ / Indicates percentage is significantly higher/lower than Non Brand Advocates at 95% confidence Advocates are much heavier researchers and leverage online sources significantly more Brand Advocate vs. Non Brand Advocate - Differences BRAND ADVOCATES NON-BRAND ADVOCATES Average number of sources used to find and locate dealerships 7 5 Average number of sources used to research vehicles 6 4 Used a search engine when shopping for dealership 85% 76% Used an independent website when shopping for a dealership 28% 20% Used an independent website when shopping for the actual vehicle 43% 37%
Ken's Point = once you go to the dealership, 35% have done research in the last week, 70% in the last month… the information is fresh. Salesmen need to be product aware. Kevin = Good chunk of customers are very well informed.
Kevin = the importance of doing Local Search Advertising, the Local Dealer Brand needs to be present
Dave = Large Gap between people searching inventory on the website versus calling
Dave = Set up what social networking tools means, which is myspace. The last car purchase was approximately 5 years ago, 2002 Kevin = Online vs. traditional point right here
From Yahoo! 2005 study, 34% bought from a different brand, what we are seeing here are data points that loyalty is really becoming an issue, we can no longer expect they will buy our brand. They are cross shopping. Decision making is taking place online. HEADLINE = "If a dealership doesn't get it right, it can be detrimental for the entire brand. Don't assume they are going to buy your product just because they submit a lead." MEAN/MEDIAN = show distribution if this becomes the main point
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house. Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
You can speak to everyone versus focused media TV buys, newspapers. Search can help you extend your footprint. Cause people to go across town for the right vehicle, right level service to respond with the right level. Use Ford and Toyota from Dave's house. Kevin = Dohring Research, the majority of consumers won't travel more than 5 miles to a dealership. Counters the old notion. Done in large DMA's, you will cross multiple dealers. Use LA as an example, and illustrate how many Ford dealers exist within a DMA.
Dave = search engines hire than most elements, the fact is, any time consumers go back in market, you need to assert yourself where they are connecting with brands. Past experience is less important than before. +X% than TV Ads, Yellow Pages, etc. Kevin = "Geez Dave, does that mean consumers are using search more than dealer locators?"
With search it's how sophisticated you want to get with editorial listings. Dealership websites can really give you a "feel for the dealership."
Dave = Yelp and Judy's Book are two great examples of how social networking are becoming more prevalent.
73% of searchers get at least one quote versus 25% of non searchers
“ They did not respond in a timely manner.” “ Did not trust the dealer.” “ Afraid of getting harassed to buy right away.” “ Salespeople were too pushy.” “ Was not satisfied that I would get a fair price, did not waste my time going there.” “ Took too long to respond… I bought within 72 hours.” “ Because they never sent me a quote.” “ They did not have the car available when I called to set appointments.”
Before we move into the buying habits it’s important to better understand the Brand Advocate. We found 7 key attributes to identify Advocates. Such as ‘ I go out of my way to recommend good products and brands to family and friends’, and ‘ I am a natural leader, people always listen to my opinions.’
140% more likely to use social media sites (12% vs. 5%) to research cars
So now that we’ve covered an enormous amount on how shoppers are interacting with dealerships in their market, what does it all mean?