Traffic to a website is generated through marketing, search engine optimization, and referrals. Interactive content like inventory and forms allows customers to interact. The process refers to how dealers respond to leads through email and phone techniques. Sales activities happen after leads become showroom visitors. Effectiveness is measured by unique visitors, form submissions, appointment shows, and closing ratios.
CX16 Leading Retailers Optimize The Customer JourneyMaria Humphrey
From acquisition to post-conversion, retail customers have come to expect relevant, individualized promotional content for each step of their shopping journey. Our panel of leading retail brands – Cabela’s, Crocs, and Hallmark Baby – will demonstrate their strategies for personalizing digital marketing content, and how these messages strengthen customer engagement.
CX16 Reimagining Retail in the Age of the ShopperMaria Humphrey
Digital disruption is driving shopper demand for personalization. Stores are being reimagined as showrooms, distribution centers, experience centers and are increasingly only a touchpoint along a shoppers journey.
Join Salesforce SVP Retail, Shelley Bransten, and a diverse set of retailers including ALDO, Safeway and HSN as they discuss how they leverage the Salesforce Shopper Success Platform to personalize the shopper journey everywhere, empower employees with mobile, collaboration and analytics tools, and transform into innovative and agile retailers.
Data-Driven Marketing: Less ‘Spray’ more ‘Prey.’ The Journey to Better Custom...Braden Ford
Learn how organizations like Patagonia, MEC and even the Federal Liberal Party of Canada are leveraging data to better understand their customers and provide more relevant, personal, cross-channel customer experiences.
Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.
CX16 How Luxottica is Enhancing Their Email Marketing with AdvertisingMaria Humphrey
We sit down with Luxottica's Ryan McGuire, Contact Management owner of iconic retail brands like Sunglass Hut and Lenscrafters, to hear how Luxottica is reshaping their email marketing strategies by brand, using advertising to grow each brand's email reach, finding new email subscribers that look like their best ones at scale, and re-engaging inactive users on channels like Facebook. Every email marketer will walk away with new ideas to think about omni-channel marketing done right.
Closing the Gap on ROI Measurement - Spur Interactive, Steve InteractiveOnline Marketing Summit
Closing the Gap on ROI Measurement
Measuring engagement and attributing credit are now "must-have" capabilities. This session will provide actionable insights and methodologies into defining what to measure, how to measure, how to calculate value from online engagement and how to build a compelling ROI business case.
* Steve Latham, President, Spur Interactive (@stevelatham)
CX16 Leading Retailers Optimize The Customer JourneyMaria Humphrey
From acquisition to post-conversion, retail customers have come to expect relevant, individualized promotional content for each step of their shopping journey. Our panel of leading retail brands – Cabela’s, Crocs, and Hallmark Baby – will demonstrate their strategies for personalizing digital marketing content, and how these messages strengthen customer engagement.
CX16 Reimagining Retail in the Age of the ShopperMaria Humphrey
Digital disruption is driving shopper demand for personalization. Stores are being reimagined as showrooms, distribution centers, experience centers and are increasingly only a touchpoint along a shoppers journey.
Join Salesforce SVP Retail, Shelley Bransten, and a diverse set of retailers including ALDO, Safeway and HSN as they discuss how they leverage the Salesforce Shopper Success Platform to personalize the shopper journey everywhere, empower employees with mobile, collaboration and analytics tools, and transform into innovative and agile retailers.
Data-Driven Marketing: Less ‘Spray’ more ‘Prey.’ The Journey to Better Custom...Braden Ford
Learn how organizations like Patagonia, MEC and even the Federal Liberal Party of Canada are leveraging data to better understand their customers and provide more relevant, personal, cross-channel customer experiences.
Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.
CX16 How Luxottica is Enhancing Their Email Marketing with AdvertisingMaria Humphrey
We sit down with Luxottica's Ryan McGuire, Contact Management owner of iconic retail brands like Sunglass Hut and Lenscrafters, to hear how Luxottica is reshaping their email marketing strategies by brand, using advertising to grow each brand's email reach, finding new email subscribers that look like their best ones at scale, and re-engaging inactive users on channels like Facebook. Every email marketer will walk away with new ideas to think about omni-channel marketing done right.
Closing the Gap on ROI Measurement - Spur Interactive, Steve InteractiveOnline Marketing Summit
Closing the Gap on ROI Measurement
Measuring engagement and attributing credit are now "must-have" capabilities. This session will provide actionable insights and methodologies into defining what to measure, how to measure, how to calculate value from online engagement and how to build a compelling ROI business case.
* Steve Latham, President, Spur Interactive (@stevelatham)
Slidedeck used for an interactive OneCafé at Orbit One Ghent.
The presentation touches on four important ingredients of a marketing automation solution. The solution presented is Microsoft Dynamics CRM combined with ClickDimensions.
http://www.orbitone.com
http://www.clickdimensions.com
Web Analytics-Advance Notes ! Importance of Introduction to Web Analytics-Advance Notes for client website.Check out this presentation,To know this in more in details Web Analytics-Advance Notes ? Learning Catalyst Provide Professional Training in Digital Marketing in India.To know more subscribe above mention link :http://bit.ly/1DdRqDA
Melanie Sickinger, Head of CRM and Graphics at Limango, presents "CRM Between Handmade & Automated Communication".
Melanie Sickinger demonstrates how automated mass-messaging and hand-crafted personalized messaging can strike a middle ground, and talks about the benefits of doing so.
Find us at www.heroesofcrm.com
And follow us on:
YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA
Facebook: https://www.facebook.com/heroesofcrm/
Twitter: https://twitter.com/heroesofcrm
Instagram: @heroesofcrm
AI and ABM Supercharges Business Growth for ServiceMaxDemandbase
In early 2017, the ServiceMax marketing team was faced with a daunting challenge: aggressive pipeline goals and a fixed budget. In this session, Pat Oldenburg will share his learnings and insights around leveraging artificial intelligence (AI) and real-time intent to see out-of-this-world results. From identifying the right accounts to personalizing the web experience for each visitor, you’ll hear how AI helped the ServiceMax strategy take ff.
B2B Advertising in the Digital World: The Targeted Approach to SuccessDemandbase
Find out why 95% of B2B Marketers say Account-Based Advertising drives success.
If you’re here, it’s because you’ve noticed that traditional display advertising isn’t proving the value necessary to drive sales growth and you’re ready to take your B2B ad campaigns to the next level.
Get ready to be the rock star on your team – in less than 45 minutes you’ll learn how Account-Based Advertising aligns marketing with sales and delivers the results your execs expect.
Demystifying Big Data & Marketing Automation - A Guide To Defining A Customer...Greg Beazley
You've probably heard of these terms float around the industry with some hype behind them. But what is Big Data? What is Marketing Automation? And how do the two work together?
This presentation aims to go beyond the hype words and strike the core of what marketing is all about, whilst leveraging the technologies we have available to us.
The objective of defining your customer's lifecycle and current lead management process is within your business will skyrocket your ability to understand the gaps and opportunities for quick wins and drastic improvements to customer experience and bottom line pipeline and revenue.
This presentation was developed for Mumbrella's Digital Marketing School in March 2015.
Oro London Meetup - dotmailer: Faster, smarter, better, email marketingOro Inc.
Tink Taylor, Co-Founder & President of the dotDigital Group PLC (dotmailer) talked about the critical elements contributing to successful email marketing campaigns.
Healthy KPIs in a Marketing Automation and CRM ContextJeremy Mason
Many new terms have arisen alongside 21st century marketing technology and processes. This deck attempts to explain a few key concepts in the buyer's journey or lead life cycle, in the context of a healthy KPI waterfall.
Les web analitycs présentés par Unica lors de la première WAW en France en mai 2008.
http://www.referencement-blog.net/le-premier-webanalitycs-wednesday-en-france-waw-pour-les-intimes-217
Refine ROI with Actionable Marketing AnalyticsSteven Everett
Understand how marketing activities impact traffic, leads and sales. Marketing analytics lets you understand the entire sales and marketing funnel -- from prospects to leads to renters -- to define which marketing activities drive traffic, and, more importantly, leads and sales. Slicing and dicing this source of data across varied campaigns and timeframes lets you report marketing ROI to direct investment in the marketing tactics that help you manage your marketing more effectively.
Slidedeck used for an interactive OneCafé at Orbit One Ghent.
The presentation touches on four important ingredients of a marketing automation solution. The solution presented is Microsoft Dynamics CRM combined with ClickDimensions.
http://www.orbitone.com
http://www.clickdimensions.com
Web Analytics-Advance Notes ! Importance of Introduction to Web Analytics-Advance Notes for client website.Check out this presentation,To know this in more in details Web Analytics-Advance Notes ? Learning Catalyst Provide Professional Training in Digital Marketing in India.To know more subscribe above mention link :http://bit.ly/1DdRqDA
Melanie Sickinger, Head of CRM and Graphics at Limango, presents "CRM Between Handmade & Automated Communication".
Melanie Sickinger demonstrates how automated mass-messaging and hand-crafted personalized messaging can strike a middle ground, and talks about the benefits of doing so.
Find us at www.heroesofcrm.com
And follow us on:
YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA
Facebook: https://www.facebook.com/heroesofcrm/
Twitter: https://twitter.com/heroesofcrm
Instagram: @heroesofcrm
AI and ABM Supercharges Business Growth for ServiceMaxDemandbase
In early 2017, the ServiceMax marketing team was faced with a daunting challenge: aggressive pipeline goals and a fixed budget. In this session, Pat Oldenburg will share his learnings and insights around leveraging artificial intelligence (AI) and real-time intent to see out-of-this-world results. From identifying the right accounts to personalizing the web experience for each visitor, you’ll hear how AI helped the ServiceMax strategy take ff.
B2B Advertising in the Digital World: The Targeted Approach to SuccessDemandbase
Find out why 95% of B2B Marketers say Account-Based Advertising drives success.
If you’re here, it’s because you’ve noticed that traditional display advertising isn’t proving the value necessary to drive sales growth and you’re ready to take your B2B ad campaigns to the next level.
Get ready to be the rock star on your team – in less than 45 minutes you’ll learn how Account-Based Advertising aligns marketing with sales and delivers the results your execs expect.
Demystifying Big Data & Marketing Automation - A Guide To Defining A Customer...Greg Beazley
You've probably heard of these terms float around the industry with some hype behind them. But what is Big Data? What is Marketing Automation? And how do the two work together?
This presentation aims to go beyond the hype words and strike the core of what marketing is all about, whilst leveraging the technologies we have available to us.
The objective of defining your customer's lifecycle and current lead management process is within your business will skyrocket your ability to understand the gaps and opportunities for quick wins and drastic improvements to customer experience and bottom line pipeline and revenue.
This presentation was developed for Mumbrella's Digital Marketing School in March 2015.
Oro London Meetup - dotmailer: Faster, smarter, better, email marketingOro Inc.
Tink Taylor, Co-Founder & President of the dotDigital Group PLC (dotmailer) talked about the critical elements contributing to successful email marketing campaigns.
Healthy KPIs in a Marketing Automation and CRM ContextJeremy Mason
Many new terms have arisen alongside 21st century marketing technology and processes. This deck attempts to explain a few key concepts in the buyer's journey or lead life cycle, in the context of a healthy KPI waterfall.
Les web analitycs présentés par Unica lors de la première WAW en France en mai 2008.
http://www.referencement-blog.net/le-premier-webanalitycs-wednesday-en-france-waw-pour-les-intimes-217
Refine ROI with Actionable Marketing AnalyticsSteven Everett
Understand how marketing activities impact traffic, leads and sales. Marketing analytics lets you understand the entire sales and marketing funnel -- from prospects to leads to renters -- to define which marketing activities drive traffic, and, more importantly, leads and sales. Slicing and dicing this source of data across varied campaigns and timeframes lets you report marketing ROI to direct investment in the marketing tactics that help you manage your marketing more effectively.
Know more about How Technology will change how you look at Marketing from Ketan Sabnis's presentation at the Digital Bites- a Digital Marketing Conference by Amura & Google @ Bangalore Google Office.
Widemile and Microsoft Multivariate Testing Case StudyWidemile
A joint presentation at DMDays09 New York, showcasing a case study between Widemile and Microsoft Office Live Small Business, which through Widemile's multivariate testing platform improved Microsoft's online conversions by 40%.
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
The eBook reveals the latest best practices, strategies and tools being used by auto dealerships to track and improve performance of all their marketing channels.
Today's customer journey from awareness to sale happens across numerous touch points. A consumer may conduct research on one web site, then move from a search engine to a blog to a review site, then click on an ad, all over the course of weeks or months. Your dealership brand may appear to a customer multiple times along their shopping journey, so how do you know what specific marketing effort leads to the sale?
Marketing attribution is your roadmap to success – It gives insight into your customers' shopping behavior.
More than 90 percent of customers begin their shopping process on the Internet. The ability to track IP address activity, interpret behavioral data and draw meaningful conclusions from that data is transforming the marketing landscape. Attribution is the digital roadmap that helps dealerships successfully navigate this new environment. Marketing Attribution: The Auto Dealer’s Digital Roadmap from Awareness to Sale covers how, when armed with accurate attribution data, dealerships can confidently try new strategies and tools to improve marketing performance.
Omnichannel Attribution: How to Virgin Holidays join online and offline channelsmarketingfinder.co.uk
The divide between online and offline marketing is smaller than ever, and although the practicality of making the join has been questioned in the past, the technology exists today for you to make it happen.
Featuring guest speaker James Libor, Senior Marketing Planning & Efficiency Executive from Virgin Holidays, this webinar will demonstrate the importance of joining online and offline channels for an omnichannel approach to measurement and attribution, and how it can be used to power better decisions.
Measurecamp LDN 18 - Customer journey: Marketing clouds vs Customer data hubsMarc-Anton Clavel
Previously worked with Adobe and now working with Teradata, I will present the benefits of both worlds and share some insights about previous projects and numbers.
Friendly discussions & challengers welcomed!
Tags: #CustomerJourney #BigData #Teradata #MarketingCloud #Adobe
Similar to Tips modular strategy for digital marketing (20)
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
Tips modular strategy for digital marketing
1. TRAFFIC to a web site that is generated from a combination of
marketing and promotion of URL address, referrals and links from
other related web sites. Search Engine Optimization (SEO) and
other techniques are used to increase unique visitor counts to site.
INTERACTIVE web site content that includes information that is
most sought by targeted traffic, such as inventory and pricing,
along with a means for the customer to interact, such as online
forms and dedicated phone numbers for various purposes.
PROCESS refers to what the dealer does in response to contact
made by the web site visitor in the form of an Internet lead or a
phone call. This element includes email and phone techniques that
are used to achieve the Lead Management Process objectives.
SALES refers to the activities and tasks executed by dealership
staff after the Lead Management Process, or Interactive web site
content results in a showroom visitor, whether by appointment or
impromptu visits from customers without appointments.
2. TRAFFIC to a web site is measured in the format and context of
Unique Visitors within a 30 day period. This number would exclude
repeat visits within that 30 day period. Search Engine sources and
referring web sites are important to measure.
INTERACTIVE web site content effectiveness is measured in two
primary ways… The first is the volume of form submissions and
telephone calls that result from people visiting the site. The second
is the average length of Visitor Sessions during a time period.
PROCESS effectiveness and execution compliance can be
measured by the number of appointments with customers who
have called or emailed, along with the appointment show ratio.
Another measure would be direct contact to leads received ratio.
SALES is an extension of Process, but more explicitly identifies the
pattern of response by the dealership to a showroom customer
visit, so it is measured by closing ratio on appointments that show
up or traffic generated from the dealer’s response to each lead.
4. Traffic
•Manufacturers, Alliances, & 3rd
Party
•Web Address Everywhere
•Execute Search Engine Optimization
Interactive
Web Site
•Used Inventory & Options
•U/C Photos & Pricing
•Promotions & Specials
Sales
•Increase closing ratio on appointments
•Increases Sales, Profits & CSI
•Lower marketing Cost per Sale
TIPS used to frame Strategy
Process
•Process & Pricing
•People & Pay Plans
•Performance Measurement
•Place
5. Market
Advertisin
g
&
Promotion
Dealer
Custome
r Base
Dealer’s
URL
Everywhere
”
OEM
URL
Search
Engine
Strategy
Links on
Local &
Regional
Sites
•New & Used Inventory •Photos & Pricing
•Sales, Service & Parts Specials •Service Appointments
LimitedLimited “Only”“Only” by a Dealer’s Creativityby a Dealer’s Creativity
•Pricing Philosophy
•Pay Plan
•People
•Place
eBusiness Dept.TM
•Email to Email
•Ear to Ear
•Face to Face
Process
•Set expectations upon arrival with an “Agenda Review”
•Vehicle ready for delivery •Documentation pre-completed
Showroom… “Showtime”
6. Face
To Face
1. Initial Email that answers customer’s questions
• Establish Trust and willingness to communicate
• Transparent Pricing Philosophy – nothing to hide
• Sets the Stage for Phone Contact
2. Phone Contact; the most successful professionals
use word tracks with “fill in the blank” sections
3. Showroom Sales Process:
• Greet customer with documents and agenda to
make the best use of the customer’s time…
• Trial Close at initial greeting sets tone for visit
7. Traffic
•Volume of “Unique Visitors”
to Dealer’s Web Site
Interactive
Web Site
•“Forms Submissions”
/Unique Visitors %
Sales
•“Units Delivered”/
Appointments that Show %
TIPS used to frame eBusiness Performance Metrics
Process
•“Appointments”/Forms Submissions %
•“Appointment Shows”/Appointments %
Internet Sales Operations Effectiveness: Delivery/Request %
8. Traffic
Interactive
Web Site
Process
Sales
1000
(5%) 50
LEADSLEADS
(25%) 12.5(25%) 3
(80%) 2.5
CLOSESCLOSES
5%5%
Closing %Closing %
1. Market Strategy
2. Marketing Budget
3. Advertise Internal Customers (Meeting)
4. Advertise Customer Base
(Direct Mail,Telemarketing)
5. Advertise Market (URL Everywhere)
6. Showroom Merchandising
4000
(10%) 400
1. Easy Navigation
2. Research
3. Find a Car (Inventory Updated)
4. Used Vehicle Photos Posted
5. Trade Evaluations
6. Financing
7. Test Drive
8. Contact Us
1. Lead Management Tool
2. Auto Responder
3. Personal Responses
4. E-Mail Templates
5. 2-Way Pagers
6. Telephone Contact
(50%) 200(50%) 100
1. F&I Process
2. Pricing Process
3. Sales Process
4. Introduction
5. Welcome Board
(80%) 80
1. Delivery Process
2. Personal Web Page
3. Introduce Service
4. 1st
Service Appointment
5. Loyalty Package
6. Update on Promotions
WHEELWHEEL
20%20%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail