The document summarizes the key findings from a survey of over 5,000 visitors to automotive dealership websites conducted by Rocket City Automotive Group. Some of the main insights include:
1) 67% of survey respondents planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days, showing these website visitors were in-market customers.
2) When asked about their next vehicle purchase, 67% indicated they would be replacing their current vehicle as a trade-in.
3) Nearly half (49%) of survey respondents expressed interest in purchasing a new vehicle, while over a third (35%) were interested in a pre-owned vehicle.
4) The most
Auto Digest What Matters To Site Visitors by Ralph PagliaRalph Paglia
This document summarizes key findings from a survey of over 5,000 online consumers who visited dealership websites. Some of the main results are:
- 67% of visitors planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days.
- 67% of upcoming purchases involved trading in a current vehicle.
- 49% of visitors expressed interest in a new vehicle, while 35% were interested in a pre-owned vehicle.
- 44% of visitors found the dealership website through conventional advertising like TV, radio, newspaper. Only 14% used search engines.
- For those considering pre-owned, nearly 40% sought passenger cars while over 40% sought
Dealership Web Site Visitor Survey ResultsRalph Paglia
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% purchasing within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors considering a used vehicle. The survey results suggest dealerships should promote used vehicles and focus advertising on payments and price to drive more traffic to their websites.
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% planning to purchase within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors looking to purchase a used vehicle. Additionally, 44% of website visitors reported finding the dealership website through non-digital advertising like TV, radio, newspaper, and direct mail. This indicates opportunities to drive more traffic through integrated digital and non-digital marketing campaigns.
New Car is Back! Is Your Dealership Ready?Cars.com
This document discusses how dealerships can set themselves up for success with today's new car shoppers. It notes that new car shoppers do significantly more online research than used car shoppers, comparing multiple vehicles and dealers. The document provides tips for dealerships, such as having accurate pricing and photos online, providing information about the dealership itself not just vehicles, and being active on social media and mobile-optimized websites. It emphasizes the importance of reviews and transparency as well as meeting new car shoppers' needs for information however they want to receive it. The document concludes by stressing the need for dealerships to understand today's landscape, meet new car shoppers' changing needs, differentiate their brand, and measure performance to drive
This document provides an overview and summary of a workshop on maximizing digital marketing efforts. The workshop covers free online tools, search engine optimization tips, claiming a business listing, analyzing website traffic, online display advertising metrics, and collaborative marketing strategies. Attendees are encouraged to evaluate their existing mobile and social media efforts, optimize their website for visitors, and differentiate themselves online to generate leads.
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.
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.
The document discusses the growing demand from customers to purchase new vehicles completely online. A survey found that 72% of customers are willing to buy a new car online. However, automakers have been slow to implement online sales and most current initiatives do not meet customer expectations. Customers expect benefits like convenience, time savings, price transparency, and the ability to compare vehicles and negotiate online. While automakers face challenges in developing new online sales models, the document argues that responding to rising customer demand for online purchasing will be crucial for automakers to remain competitive as business models continue to evolve in the industry.
Auto Digest What Matters To Site Visitors by Ralph PagliaRalph Paglia
This document summarizes key findings from a survey of over 5,000 online consumers who visited dealership websites. Some of the main results are:
- 67% of visitors planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days.
- 67% of upcoming purchases involved trading in a current vehicle.
- 49% of visitors expressed interest in a new vehicle, while 35% were interested in a pre-owned vehicle.
- 44% of visitors found the dealership website through conventional advertising like TV, radio, newspaper. Only 14% used search engines.
- For those considering pre-owned, nearly 40% sought passenger cars while over 40% sought
Dealership Web Site Visitor Survey ResultsRalph Paglia
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% purchasing within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors considering a used vehicle. The survey results suggest dealerships should promote used vehicles and focus advertising on payments and price to drive more traffic to their websites.
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% planning to purchase within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors looking to purchase a used vehicle. Additionally, 44% of website visitors reported finding the dealership website through non-digital advertising like TV, radio, newspaper, and direct mail. This indicates opportunities to drive more traffic through integrated digital and non-digital marketing campaigns.
New Car is Back! Is Your Dealership Ready?Cars.com
This document discusses how dealerships can set themselves up for success with today's new car shoppers. It notes that new car shoppers do significantly more online research than used car shoppers, comparing multiple vehicles and dealers. The document provides tips for dealerships, such as having accurate pricing and photos online, providing information about the dealership itself not just vehicles, and being active on social media and mobile-optimized websites. It emphasizes the importance of reviews and transparency as well as meeting new car shoppers' needs for information however they want to receive it. The document concludes by stressing the need for dealerships to understand today's landscape, meet new car shoppers' changing needs, differentiate their brand, and measure performance to drive
This document provides an overview and summary of a workshop on maximizing digital marketing efforts. The workshop covers free online tools, search engine optimization tips, claiming a business listing, analyzing website traffic, online display advertising metrics, and collaborative marketing strategies. Attendees are encouraged to evaluate their existing mobile and social media efforts, optimize their website for visitors, and differentiate themselves online to generate leads.
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.
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.
The document discusses the growing demand from customers to purchase new vehicles completely online. A survey found that 72% of customers are willing to buy a new car online. However, automakers have been slow to implement online sales and most current initiatives do not meet customer expectations. Customers expect benefits like convenience, time savings, price transparency, and the ability to compare vehicles and negotiate online. While automakers face challenges in developing new online sales models, the document argues that responding to rising customer demand for online purchasing will be crucial for automakers to remain competitive as business models continue to evolve in the industry.
CARPROOF research has identified two paths used vehicle buyers take: Car-hunters, who search online for their ideal vehicle first before considering dealerships, and Dealer-deciders, who get recommendations from friends/family on dealerships and then shop those lots. 60% are Car-hunters who rely heavily on comprehensive online listings, while 40% are Dealer-deciders who prioritize a dealer's reputation. To succeed, dealers need quality online listings to attract Car-hunters and provide excellent customer service to build their reputation and attract future Dealer-deciders.
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.
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
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 document discusses advertising banners on the CarSoup automotive website. It provides an overview of banner ad formats and placements available, and argues that banner ads are an effective way for dealers to build brand awareness among potential car buyers researching vehicles online. Regular banner ad campaigns are presented as important for dealers to achieve "top of mind awareness" and get their "unfair share of the marketplace".
This document discusses digital advertising and how to measure its effectiveness. It explores new ways for dealers to engage car buyers online and debunks the myth of the $20 lead. The presentation will showcase actual dealership case studies that saw increases in sales volumes attributed to digital advertising. Key metrics to analyze for a digital ad campaign include costs, impressions, click-throughs, leads generated, and vehicles sold.
SoMoLo 101: Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imp...RedPrairie
Facebook. Twitter. Pinterest. iPad. Android. Foursquare. Fashion consumers in greater and greater numbers are embracing social, mobile, and local technologies to enhance their fashion shopping journeys. They have, in fact, issued a SoMoLo imperative. The time for fashion brands and retailers to respond is now. Dave Bruno, Director of Commerce Studies for RedPrairie and Editor of CommerceInMotion.com, digs deep into the behaviors and expectations of this new breed of fashionista, including several tips and tools to help you earn a place in their digital portfolio.
Amazon: friend or foe?
This presentation looks at the ways to work with Amazon, its opportunities and threats for brands and the winning distribution strategies for you.
Google made changes to its search engine layout by removing right-hand side paid ads on desktop and allowing a fourth paid ad above organic results for commercial queries. It was predicted this would make top ad placements more important and competitive. However, the changes had minimal impact, with CPCs and organic listings remaining stable. The removal of right-hand ads created opportunities, with ad extensions seeing increased clicks below the fold and product listing ads dominating the right column. Top ads now drive more traffic, with position 4 seeing a large increase in clicks. Minimum bids for above-fold ads are cheaper while first-page bids are more expensive.
Automotive Website Vendor SEO Comparison StudyRalph Paglia
The document discusses a study conducted by Sorgenfrei LLC on how well automotive dealer website builders help their clients achieve high search engine placements. It analyzed 12 vehicle brands across 20 markets, totaling 148 builders, 2,400 sites, and 670,733 pages. The study aimed to determine which builders do the best job getting dealer websites to appear in the top 10 search results on Google. It provides context on how automotive consumers heavily rely on online research, including searching for dealer locations, and how search engine optimization is important for dealers to reach these consumers.
Reaching Automotive Consumers Online White PaperPeter Sorgenfrei
Dealer.com was the top-performing website builder according to a study of 2,400 search results across 12 automotive brands and 20 markets. Dealer.com had the most sites ranked in the top 10, top 5, and top spot on Google search engine results pages. The Cobalt Group and Cars.com also performed well, regularly placing in the top 5 builders. The study found a correlation between a high number of pages indexed by Google and placement, with Dealer.com having over 35% of all indexed pages in the study. High placement is important for dealerships as the first search result receives over 40% of clicks.
Consumers are spending more time researching purchases online before buying. A Google survey found that 53% of consumers use search engines more for research and 54% spend more time researching products online. Search engines are also the top information source for consumers. Retailers should consider search engine marketing and optimizing their websites to provide product information to reach these informed consumers.
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.
Lightspeed provides a platform for retailers and ecommerce businesses. The platform includes features like ecommerce storefronts, order management, inventory management, fulfillment, customer relationship management, and analytics. Lightspeed has helped over 2,000 customers across various industries.
Ralph Paglia will present on using social media marketing and reputation management strategies to gain competitive advantages. Attendees will learn how actual dealerships have implemented these strategies to increase sales and profits. They will receive online access to step-by-step tactics and blueprints to engage customers through social networks like Facebook and Twitter and syndicate content to build an automated social marketing system. The goal is to generate real sales and profits through customer engagement rather than conventional advertising alone.
The document discusses how public relations professionals can use media monitoring and analysis of the media landscape to provide strategic advantages for their companies. It recommends tracking coverage of competitors and industry trends, evaluating messages and their reach, and sharing insights from media analysis with other departments. By customizing reports on coverage, tone, and importance, PR can demonstrate their value and help all business units understand opportunities and challenges in the market. When used comprehensively, media monitoring is a powerful tool for staying aware of industry shifts and competitors' strategies.
Dealer response actions within 24 hours of a lead submission, such as direct contact, providing a price quote, confirming availability, and showing genuine interest, resulted in sales 4 times higher than when those actions were not taken. A review of previous customer responses and lead management tools can help dealers identify ways to improve closing ratios, such as responding within 2 hours, confirming availability of multiple vehicles, and providing a fair price quote in the first email. Customers are more likely to purchase from the dealer that responds quickly and effectively to their lead.
The survey of 713 PR professionals found that while most recognize the importance of new technologies, adoption remains low. While reaching journalists and tracking news were seen as critical to success, less than 30% used an online media directory and over 65% used paper-based or generic software for tracking. Many are also still manually clipping news rather than using monitoring services. There is an opportunity for more organizations to leverage technologies designed for PR to streamline efforts and enhance success.
This document provides techniques for automotive dealers to effectively utilize social media in 2011. It discusses establishing a social media mindset focused on conversation rather than constant selling. Effective Facebook techniques include posting a mix of interesting, informed, involved, and business content to engage users and expose converting messages. Twitter should be used to find and start conversations rather than just broadcasting. Video testimonials and blog posts that provide tips, opinions, events, or offbeat facts are recommended ways to create engaging content. The document emphasizes that social media requires dedication to conversation in order to effectively sell through these channels.
The document discusses the author's initial skepticism of Twitter and how he eventually learned to use it effectively by focusing on his interests in automobiles. It provides statistics on Twitter usage and offers tips for using it successfully, including finding people with shared interests, communicating value through posts, and engaging with others in a welcoming manner. As an example of effective marketing on Twitter, it highlights how Volvo engaged with the automotive community by promoting events and responding to comments about its brand in a natural way.
The document discusses the six elements of a digital marketing strategy for car dealers to achieve success online from 2010 to 2015. It outlines the elements as: achieving web omnipotence through widespread online content; maximizing targeted customer impressions; maximizing traffic to multiple websites; maximizing customer engagement on websites; consistent execution of lead management processes; and optimizing showroom reception to set the stage for sales. It provides examples of how Ancira Auto Group successfully implemented social media strategies.
Ralph Paglia presented on how dealers can use digital marketing tools like search advertising, display ads, and radio ads more cost effectively. He showed how setting up campaigns on Google's platforms allowed a dealer to run thousands of radio spots and newspaper ads at a much lower cost per impression than traditional media buys. Metrics from a case study showed how one dealer was able to increase website calls by 75% and outperform sales from the previous year after implementing digital campaigns managed by ADP Digital Advertising.
CARPROOF research has identified two paths used vehicle buyers take: Car-hunters, who search online for their ideal vehicle first before considering dealerships, and Dealer-deciders, who get recommendations from friends/family on dealerships and then shop those lots. 60% are Car-hunters who rely heavily on comprehensive online listings, while 40% are Dealer-deciders who prioritize a dealer's reputation. To succeed, dealers need quality online listings to attract Car-hunters and provide excellent customer service to build their reputation and attract future Dealer-deciders.
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.
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
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 document discusses advertising banners on the CarSoup automotive website. It provides an overview of banner ad formats and placements available, and argues that banner ads are an effective way for dealers to build brand awareness among potential car buyers researching vehicles online. Regular banner ad campaigns are presented as important for dealers to achieve "top of mind awareness" and get their "unfair share of the marketplace".
This document discusses digital advertising and how to measure its effectiveness. It explores new ways for dealers to engage car buyers online and debunks the myth of the $20 lead. The presentation will showcase actual dealership case studies that saw increases in sales volumes attributed to digital advertising. Key metrics to analyze for a digital ad campaign include costs, impressions, click-throughs, leads generated, and vehicles sold.
SoMoLo 101: Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imp...RedPrairie
Facebook. Twitter. Pinterest. iPad. Android. Foursquare. Fashion consumers in greater and greater numbers are embracing social, mobile, and local technologies to enhance their fashion shopping journeys. They have, in fact, issued a SoMoLo imperative. The time for fashion brands and retailers to respond is now. Dave Bruno, Director of Commerce Studies for RedPrairie and Editor of CommerceInMotion.com, digs deep into the behaviors and expectations of this new breed of fashionista, including several tips and tools to help you earn a place in their digital portfolio.
Amazon: friend or foe?
This presentation looks at the ways to work with Amazon, its opportunities and threats for brands and the winning distribution strategies for you.
Google made changes to its search engine layout by removing right-hand side paid ads on desktop and allowing a fourth paid ad above organic results for commercial queries. It was predicted this would make top ad placements more important and competitive. However, the changes had minimal impact, with CPCs and organic listings remaining stable. The removal of right-hand ads created opportunities, with ad extensions seeing increased clicks below the fold and product listing ads dominating the right column. Top ads now drive more traffic, with position 4 seeing a large increase in clicks. Minimum bids for above-fold ads are cheaper while first-page bids are more expensive.
Automotive Website Vendor SEO Comparison StudyRalph Paglia
The document discusses a study conducted by Sorgenfrei LLC on how well automotive dealer website builders help their clients achieve high search engine placements. It analyzed 12 vehicle brands across 20 markets, totaling 148 builders, 2,400 sites, and 670,733 pages. The study aimed to determine which builders do the best job getting dealer websites to appear in the top 10 search results on Google. It provides context on how automotive consumers heavily rely on online research, including searching for dealer locations, and how search engine optimization is important for dealers to reach these consumers.
Reaching Automotive Consumers Online White PaperPeter Sorgenfrei
Dealer.com was the top-performing website builder according to a study of 2,400 search results across 12 automotive brands and 20 markets. Dealer.com had the most sites ranked in the top 10, top 5, and top spot on Google search engine results pages. The Cobalt Group and Cars.com also performed well, regularly placing in the top 5 builders. The study found a correlation between a high number of pages indexed by Google and placement, with Dealer.com having over 35% of all indexed pages in the study. High placement is important for dealerships as the first search result receives over 40% of clicks.
Consumers are spending more time researching purchases online before buying. A Google survey found that 53% of consumers use search engines more for research and 54% spend more time researching products online. Search engines are also the top information source for consumers. Retailers should consider search engine marketing and optimizing their websites to provide product information to reach these informed consumers.
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.
Lightspeed provides a platform for retailers and ecommerce businesses. The platform includes features like ecommerce storefronts, order management, inventory management, fulfillment, customer relationship management, and analytics. Lightspeed has helped over 2,000 customers across various industries.
Ralph Paglia will present on using social media marketing and reputation management strategies to gain competitive advantages. Attendees will learn how actual dealerships have implemented these strategies to increase sales and profits. They will receive online access to step-by-step tactics and blueprints to engage customers through social networks like Facebook and Twitter and syndicate content to build an automated social marketing system. The goal is to generate real sales and profits through customer engagement rather than conventional advertising alone.
The document discusses how public relations professionals can use media monitoring and analysis of the media landscape to provide strategic advantages for their companies. It recommends tracking coverage of competitors and industry trends, evaluating messages and their reach, and sharing insights from media analysis with other departments. By customizing reports on coverage, tone, and importance, PR can demonstrate their value and help all business units understand opportunities and challenges in the market. When used comprehensively, media monitoring is a powerful tool for staying aware of industry shifts and competitors' strategies.
Dealer response actions within 24 hours of a lead submission, such as direct contact, providing a price quote, confirming availability, and showing genuine interest, resulted in sales 4 times higher than when those actions were not taken. A review of previous customer responses and lead management tools can help dealers identify ways to improve closing ratios, such as responding within 2 hours, confirming availability of multiple vehicles, and providing a fair price quote in the first email. Customers are more likely to purchase from the dealer that responds quickly and effectively to their lead.
The survey of 713 PR professionals found that while most recognize the importance of new technologies, adoption remains low. While reaching journalists and tracking news were seen as critical to success, less than 30% used an online media directory and over 65% used paper-based or generic software for tracking. Many are also still manually clipping news rather than using monitoring services. There is an opportunity for more organizations to leverage technologies designed for PR to streamline efforts and enhance success.
This document provides techniques for automotive dealers to effectively utilize social media in 2011. It discusses establishing a social media mindset focused on conversation rather than constant selling. Effective Facebook techniques include posting a mix of interesting, informed, involved, and business content to engage users and expose converting messages. Twitter should be used to find and start conversations rather than just broadcasting. Video testimonials and blog posts that provide tips, opinions, events, or offbeat facts are recommended ways to create engaging content. The document emphasizes that social media requires dedication to conversation in order to effectively sell through these channels.
The document discusses the author's initial skepticism of Twitter and how he eventually learned to use it effectively by focusing on his interests in automobiles. It provides statistics on Twitter usage and offers tips for using it successfully, including finding people with shared interests, communicating value through posts, and engaging with others in a welcoming manner. As an example of effective marketing on Twitter, it highlights how Volvo engaged with the automotive community by promoting events and responding to comments about its brand in a natural way.
The document discusses the six elements of a digital marketing strategy for car dealers to achieve success online from 2010 to 2015. It outlines the elements as: achieving web omnipotence through widespread online content; maximizing targeted customer impressions; maximizing traffic to multiple websites; maximizing customer engagement on websites; consistent execution of lead management processes; and optimizing showroom reception to set the stage for sales. It provides examples of how Ancira Auto Group successfully implemented social media strategies.
Ralph Paglia presented on how dealers can use digital marketing tools like search advertising, display ads, and radio ads more cost effectively. He showed how setting up campaigns on Google's platforms allowed a dealer to run thousands of radio spots and newspaper ads at a much lower cost per impression than traditional media buys. Metrics from a case study showed how one dealer was able to increase website calls by 75% and outperform sales from the previous year after implementing digital campaigns managed by ADP Digital Advertising.
What Matters Most To Car Dealer Web Site Visitors By Ralph Paglia Auto DigestSocial Media Marketing
1) A survey of over 5,000 visitors to dealership websites found that 67% planned to purchase a vehicle within 90 days, with 62% planning to do so within 30 days. The majority (67%) intended to replace an existing vehicle as a trade-in.
2) When asked what type of vehicle they planned to buy next, 49% said new, 35% said used, and 16% were undecided. Despite high gas prices, monthly payment and total price were more important factors than fuel economy for those considering used or being undecided.
3) The survey found opportunities to drive more traffic to dealership websites through integrated digital and conventional advertising campaigns, as only 14% of visitors found the
What Matters Most To Car Dealer Web Site Visitors By Ralph Paglia Auto DigestRalph Paglia
This document summarizes key findings from a survey of over 5,000 online consumers who visited dealership websites. Some of the main results are:
- 67% of visitors planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days.
- 67% of soon-to-be buyers were interested in their current vehicle's trade-in value.
- 49% of visitors expressed interest in a new vehicle, while 35% preferred pre-owned and 16% were undecided.
- 44% of visitors found the dealer website through conventional advertising like TV, radio, newspaper, and direct mail rather than search engines.
- For pre-owned vehicle shoppers
What Matters Most To Car Dealer Web Site Visitors By Ralph Paglia A...Ralph Paglia
1) A survey of over 5,000 visitors to dealership websites found that 67% planned to purchase a vehicle within 90 days, with 62% planning to do so within 30 days. The majority (67%) planned to replace an existing vehicle.
2) When asked what was most important in their vehicle purchase decision, visitors indicated monthly payment (38%) and total selling price (28%) were the top factors, followed by fuel economy (14%).
3) For visitors interested in used vehicles, passenger cars (40%) and SUVs (29%) were the most popular vehicle types considered. Price and payment were also the top decision factors for these visitors.
1) A survey of over 5,000 visitors to dealership websites found that 67% planned to purchase a vehicle within 90 days, with 62% planning to purchase within 30 days. 67% intended to replace an existing vehicle as a trade-in.
2) When asked what type of vehicle they planned to buy next, 49% said new, 35% said pre-owned, and 16% were undecided. For pre-owned interested visitors, passenger cars and SUVs were most popular.
3) Monthly payment and total selling price were the most important decision factors for pre-owned interested visitors, followed by fuel economy. This validates that ads should emphasize payments and price to attract website visitors.
The document summarizes key findings from the 2003 JD Power Autoshopper.com study:
- 64% of vehicle buyers now use the internet in their shopping process, up from 60% in 2002.
- 49% were influenced by what they found online in deciding what make/model to buy.
- Dealers are affected by online shopping trends, as 49% said online info influenced the price they paid.
1. Social media, websites, and mobile are becoming major influencers in the car buying process. Dealers are adopting mobile and social media marketing.
2. Search is the primary research tool but consumers experience fatigue if not finding what they want in the first 5-7 pages. Dealer websites are important for generating high quality leads.
3. Over 30% of internet leads still go unanswered, demonstrating the need for lead management solutions to handle inbound leads.
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 Internet is the most heavily used and influential media channel for new and used vehicle shoppers. 71% of buyers use the Internet, spending an average of 18-19 hours researching online and offline. 60% of research time (about 11 hours for used vehicles) is spent online, primarily on third-party sites rather than manufacturer or dealer sites. While the Internet heavily influences purchases, most buyers first contact dealers through walk-ins rather than online. The Internet provides pricing info and model comparisons to inform decisions.
This document summarizes research on using online advertising networks as an alternative to advertising directly on automotive information sites to reach in-market auto buyers. It presents data from five auto advertising campaigns that showed networks can deliver cost-effective results by starting broadly and optimizing over time. Key findings include:
- The majority of auto site visitors are not ready to purchase within 3 months, and in-market buyers spend less than 1% of online time on these sites.
- Campaigns that optimized placements based on performance outperformed those targeting only automotive categories.
- Categories assumed to reach car buyers, like automotive sites, often underperformed while unexpected categories like careers and money/finance performed best.
Cost Effective Reach In Market Car Buyers By Value ClickRalph Paglia
This document summarizes research on using online advertising networks as an alternative to advertising directly on automotive information sites to reach in-market auto buyers. It presents data from five auto advertising campaigns that showed networks can deliver cost-effective results by starting broadly and optimizing over time. Key findings include:
- The majority of auto site visitors are not ready to purchase within 3 months, and in-market buyers spend less than 1% of online time on these sites.
- Campaigns that optimized placements based on performance outperformed those targeting only automotive categories.
- Categories assumed to reach car buyers, like automotive sites, often underperformed while unexpected categories like careers and money/finance performed best.
This document summarizes research on using online advertising networks as an alternative to advertising directly on automotive information sites to reach in-market auto buyers. It presents data from five auto advertising campaigns that showed networks can deliver auto buyers cost-effectively by starting with a broad network and optimizing over time based on performance. Specifically, the document finds that assumed top-performing categories like automotive sites are not always best and optimization outperforms targeting only likely sites. Regional campaign data revealed unexpected high-performing categories beyond automotive like careers, dating, and money/finance.
This document summarizes research on using online advertising networks as an alternative to advertising directly on automotive information sites to reach in-market auto buyers. It presents data from five auto advertising campaigns that showed networks can deliver cost-effective results by starting broadly and optimizing over time. Key findings include:
- The majority of auto site visitors are not ready to purchase within 3 months, and in-market buyers spend less than 1% of online time on these sites.
- Campaigns that optimized placements based on performance outperformed those targeting only automotive categories.
- Categories assumed to reach car buyers, like automotive sites, often underperformed while unexpected categories like careers and money/finance performed best.
Cost Effective Reach In Market Car Buyers By Value ClickRalph Paglia
This document summarizes research on using online advertising networks as an alternative to advertising directly on automotive information sites to reach in-market auto buyers. It presents data from five auto advertising campaigns that showed networks can deliver cost-effective results by starting broadly and optimizing over time. Key findings include:
- The majority of auto site visitors are not ready to purchase within 3 months, and in-market buyers spend less than 1% of online time on these sites.
- Campaigns that optimized placements based on performance outperformed those targeting only automotive categories.
- Categories assumed to reach car buyers, like automotive sites, often underperformed while unexpected categories like careers and money/finance performed best.
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 summarizes key insights from several major auto industry studies in 2007. It finds that all customers are now "internet customers" who research online. Third party leads are essential for reaching 20-25% of shoppers. Excellent lead management can increase close rates 2-3 times by responding quickly and answering shoppers' questions.
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.
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.
Dealership Websites; One Is Not Enough! by Ralph PagliaRalph Paglia
The document discusses how having multiple dealership websites is more effective than a single website for digital marketing success. It explains that 75% of car buyers spend much of their online time shopping, and over 65% research vehicles online. The author details how his dealership significantly increased internet-generated leads and sales by implementing additional websites focused on specific topics and audiences, growing revenues over 200% with a 40% increase in interactive marketing costs. The document concludes that multiple targeted websites and landing pages are far more cost-effective for converting visitors to calls and sales than traditional advertising methods.
Dealership Websites One Is Not Enough!Ralph Paglia
The document discusses how having multiple dealership websites is more effective than a single website for digital marketing success. It explains that 75% of car buyers spend much of their online time shopping, and over 65% research vehicles online. The author details how his dealership significantly increased internet-generated leads and sales by implementing additional websites focused on specific topics and audiences, growing revenues over 200% with a 40% increase in interactive marketing costs. The document concludes that multiple targeted websites and landing pages provide higher conversion rates than traditional advertising methods.
Automotive Microsite Stratehy Dealership Websites; One Is Not Enough!Ralph Paglia
The document discusses how having multiple dealership websites is more effective than a single website for digital marketing success. It explains that 75% of car buyers spend much of their online time shopping, and over 65% research vehicles online. The author details how his dealership significantly increased internet-generated leads and sales by implementing additional websites focused on specific topics and audiences, growing revenues over 200% with a 40% increase in interactive marketing spending. In conclusion, the document advocates that multiple targeted websites and landing pages are far more cost-effective for converting visitors to leads and sales than relying on a single all-purpose dealership website.
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1. What Do Actual Visitors To Dealership Web Sites Have To Say?
By Ralph Paglia
Since starting in my new role at ADP Dealer Services I have been contacted by numerous people who
worked with me prior to my retail position as eBusiness Director at Courtesy Chevrolet in Phoenix,
AZ. One of these business associates from the 6 years I worked at The Reynolds and Reynolds
Company of Dayton, Ohio is now a vice president at the Rocket City Automotive Group, which
supplies a variety of products and services to dealerships throughout North America. It had been
several years since I had spoken with Rudy Martin, when he contacted me about the survey results
Rocket City had aggregated based on over 5,000 completed questionnaires submitted by online
consumers who had visited the web sites of dealerships served by Rudy’s company, Rocket City
Automotive. After discussing these aggregated survey results, Rudy agreed to collaborate with me on
producing this article which explores the insights gained from these visitors to dealership web sites.
One of the more interesting results for readers who work in dealership sales departments is how people
who visited dealership web sites responded when asked how soon they would be buying their next
vehicle. Their responses to the “how soon” question is shown in chart #1 below:
Chart #1: IN-MARKET VEHICLE PURCHASE TIMING
DEALER WEB SITE VISITORS - ALL CUSTOMER SEGMENTS
45.0% 41.1%
40.0% 67% OF ALL SURVEYS INDICATED A PLANNED PURCHASE WITHIN 90 DAYS.
62% OF THOSE PLANNED TO PURCHASE WITHIN 30 DAYS.
35.0%
30.0%
25.0%
17.4%
20.0% 15.3% 15.8%
15.0% 10.4%
10.0%
5.0%
0.0%
Within 30 days Within 60 days Within 90 days Within 3 - 6 months Within 6 - 12 months
For many of us who have been working with a mix of dealer web site generated leads and leads from
other sources for awhile, this comes as no surprise. The data from this Rocket City Survey validates
the experience of most dealerships in finding that Internet leads coming in from their own web sites
result in vehicle sales at a far higher rate than Internet leads from 3rd party producers and lead
aggregators.
If you are like me, when a customer says they will be buying a vehicle in the near future, you will
want to know if there is a trade-in involved, without being overly transparent as to your concern over
2. the customer’s trade-in situation, so you might ask the question in this type of format: “Will you be
replacing a vehicle, or adding another vehicle to what you currently own?” Those same dealer web site
visitors who answered the “how soon” question responded to the replacement or trade-in question as
shown in the next illustration, which is chart #2:
Chart #2: VEHICLE REPLACEMENT OR ACQUISITION PURCHASE DRIVERS
Undecided
11%
Additional
22%
Replacement
67%
What the above chart goes to show is that visitors to dealership web sites who are in the market for a
vehicle are highly likely (67%) to be interested in the value of the vehicle they are replacing as a trade-
in. Although some of these people may intend to sell or otherwise dispose of their current vehicle,
there would still be a desire to see an estimated value. This helps to prove the value proposition of the
industry’s two leading dealer web site trade-in evaluation tools, Kelley Blue Book’s LeadDriver and
Black Book Online.
So… You are probably wondering what these wonderful sales prospects may be considering for their
next vehicle purchase. Well, you should be! The Rocket City Surveys show that almost half of them
say (before they buy) that they are interested in a new vehicle. However, of the 51% that do not
indicate interest in a new vehicle, 16% are undecided, or what I like to describe as “open minded”.
Their actual purchase of either new or used is usually based upon situational opportunity factors
including price and availability. Chart #3 is shown below and shows dealer web site visitor responses
to the question about what type of vehicle they plan to buy next:
3. Chart #3: VEHICLE PURCHASE INTEREST
Undecided Certified Pre-Owned
16% 19%
Pre-Owned
16%
New
49%
With over 35% of dealer web site visitors saying that they intend to buy a pre-owned vehicle as their
next purchase, and 51% stating right up front that they are not interested in a new vehicle for their next
purchase, it makes sense to consider putting an emphasis on used vehicle specials as featured content
on dealership web sites. With so much emphasis and effort being made on competing in the hyper-
competitive new vehicle sales arena, this data suggests that an equal amount of effort in promoting
used vehicles may yield a higher return since used vehicles are somewhat more unique, and less of a
commodity than new vehicles.
You may be wondering how these dealer web site visitors who answered the Rocket City Survey
found their way to the dealer’s web site. Well, if you weren’t don’t worry about it, because I was
wondering how they got there and will make sure that you know by looking at chart #4 below:
4. Chart #4: SOURCE OF DEALER WEB SITE VISITORS
SURVEY RESPONDENTS - ALL CUSTOMER SEGMENTS
Direct Mail eBay Motors
2% 1%
Friend/Neighbor
Current Customer
10%
17%
Google
or other search engine
TV/Cable 14%
13%
Manufacturer Website
13%
Other
16%
Radio
7%
Newspaper Advertisement
6%
You may want to consider that the dealer web site visitor responses in chart #4 shows there is a huge
opportunity to drive more traffic into dealership web sites using integrated marketing campaigns.
Integrated Marketing campaigns are those that include both conventional media and online digital
marketing. Despite the current situation of few dealers focusing on using advertising to specifically
drive customers to their web sites, 44% of the Rocket City Surveyed dealer web site visitors indicated
they got there as a result of dealership advertising in non-digital conventional media sources such as
TV, Radio, Newspaper and direct mail. What is glaring to me is the low percentage (14%) of
dealership web site visitors who got there using a search engine… These survey results indicate that
there are significant areas of opportunity for dealer web site traffic growth using Search Engine
Marketing (SEM) and Digital Advertising Campaigns (DAC).
When we break down the data within the Rocket City Survey within the categories of those site
visitors who say they intend to get a new vehicle, versus those who indicate they intend to get a used
vehicle or are undecided (open minded), we get a clearer picture of what is important to these web site
visitors and what each type wants. For example, among those that indicated they intend to buy a used
vehicle, or are open minded about their next vehicle purchase, we wanted to see what type of vehicle
they were most likely to consider. Understanding these intentions helps to guide us on what to feature
in our online specials and when we advertise on other web sites to attract more traffic. In chart #5, we
see that almost 40% were looking for passenger cars… And, over 40% were looking for SUV and
Sport or Specialty vehicles. I was surprised to see that only 7.9% of the Rocket City Survey
respondents were looking for pickup trucks. Chart #5 is shown below:
5. Chart #5: VEHICLE OF INTEREST
(PRE-OWNED & UNDECIDED)
39.8%
40.0%
Purchase interest in light-duty trucks
(Pickups, SUVs & Minivans) was nearly
35.0% equal to that of passenger cars.
30.0% 28.5%
25.0%
20.0%
15.0%
12.1%
10.0% 7.9%
6.8%
5.0%
2.8%
1.6%
0.5%
0.0%
Commercial Light Duty Luxury Mini Van Passenger Car Passenger Sport or SUV
Vehicle Truck Van Speciality
The high interest in passenger cars shown in chart #5 may have been influenced by the last 2 years of
sustained high gas prices. This survey result also shows why the domestic auto industry’s continued
emphasis on trucks and SUV’s is not generating the level of interest we experienced prior to 2005.
So, what is most important to these buyers? The Rocket City Survey of over 5,000 visitors to
dealership web sites shows that price and payment is still king, with fuel economy rising to third place
and overtaking the previous perennial favorite, vehicle safety. In chart #6, we see what the dealer web
site visitor who is either undecided on new versus used, or has indicated they want a used vehicle
indicates are the most important decision criteria used to determine the actual vehicle they will end up
buying:
6. Chart #6: VEHICLE PURCHASE DECISION "HOT BUTTONS"
(PRE-OWNED & UNDECIDED)
40.0% 38.4%
Inspite of the high cost of gas, Fuel Economy
placed a distant 3rd to monthly payment and
total selling price with the Pre-owned and
35.0%
Undecided segments.
30.0% 28.3%
25.0%
20.0%
14.4%
15.0%
10.0%
6.5%
5.0%
5.0% 3.9%
2.8%
0.8%
0.0%
Fuel Economy Immediate Monthly Other Total Selling Trade-In Value Vehicle Styling Vehicle
Availability Payment Price Warranty
In Chart #6 we see that the most effective advertising may be that which features monthly payments,
followed by selling price… I know, very few of you are surprised. So, why do we continue to place
advertisements intended to drive traffic to dealer web sites that do not feature payments, price or even
fuel economy? I am guilty of thinking that availability was a key motivator, as in the outdoor
advertisement shown in the image below:
7. Looking at the results of these Rocket City Surveys, it is no longer a mystery why the ad shown below
seemed to drive so many more web site visitors and phone calls than the “Largest Inventory”
advertising campaigns:
These considerations, what to advertise and which message will get the most attention are the issues
best served by surveys such as what Rocket City Automotive has put together. After all, if the
message doesn’t hit the car shopper’s hot spots, then it won’t get their attention amidst all the clutter
that is out there today.
Which brings me to another interesting insight from Rocket City’s survey research… What are the
most significant factors in deciding what to buy and when to pull the trigger? Of course, this is based
on what car shoppers say is important, and anyone who has sold cars long enough will tell you that
how buyers act is often different than what they say they are going to do. Still, there is a lot of value
in studying what car shoppers believe are the reasons they will decide on a particular vehicle or deal.
With that said, there are a lot of differences in what motivates vehicle buyers depending on the vehicle
type they are considering. So let’s take a look at chart #7 which shows the most important
considerations that dealer web site visitors reported when asked what factors would determine what,
where and when they would make their next vehicle purchase. Rocket City also segmented these
responses by the specific vehicle types that these buyers said they were looking for. Chart #7 breaks
down vehicle purchase consideration factors by type of vehicle the dealer web site visitor reported as
being their primary vehicle of interest:
8. Chart #7: Vehicle Purchase Consideration Factors
100% 0.0% 0.0%
1.4% 0.0% 0.0% 0.3% 0.8% 1.8%
3.7% 3.1%
9.1% 7.6% 4.1% Vehicle
10.0% 3.7% 4.9%
Warranty
90% 5.0% 10.4%
6.1% 25.0%
Vehicle
80% 25.7% Styling
33.3% 13.1%
50.0% 0.0% 24.4%
70% 37.1% 31.8% Trade-In
5.9% Value
2.9%
25.0%
60%
10.9% Total Selling
7.4% Price
3.0%
50%
7.1%
7.1% Other
40.8% 46.2%
40%
31.8% 35.3% Monthly
30% 30.0% 44.4% Payment
28.6%
50.0%
1.8%
20% Immediate
5.0% Availability
4.5% 2.5%
0.0%
5.7% 20.5%
10%
14.3% 13.6% 13.4% 13.6% Fuel
8.6% 3.7% Economy
3.7%
0% 0.0%
Commercial Light Duty Luxury Mini Van Passenger Passenger Sport or SUV
Vehicle Truck Car Van Speciality
It is interesting to note that once again, monthly payments and vehicle selling price are the two criteria
that car buyers report as being the most important consideration when buying a specific vehicle. Fuel
economy is more significant than at any time since the Arab Oil Embargoes of a generation ago,
especially for passenger car and commercial vehicle buyers. Surprising to me, coming from a vehicle
sales background, is the low level of importance placed on vehicle styling. Of course, once again I
would like to remind readers that these are what car shoppers “say” is most important and how they
actually end up buying may or may not correlate to what they said before they make their purchase…
But, this still shows us what these online visitors to dealer web sites report as being most important
and what will get their attention more effectively than other criteria.
One of the many factors to consider when looking at these Rocket City Survey results is that these are
online shoppers who are very deep into the sales process funnel. As indicated in chart #1, these are
people who will be buying a vehicle fairly soon and may have already gone through the process of
determining what type of vehicle they will be getting next. For these reasons the degree of importance
placed on price and payments may be far more significant than people further away from their next
vehicle purchase, who have not yet determined the type, make or model they are most interested in.
After all, when interviewing people who have already found your dealership’s web site, how likely
would it be that they have already decided on a make and model and are now looking for the right
deal, salesperson, convenience and financing terms? The results of this Rocket City Survey of
dealership web site visitors may not be too surprising to many people, but they do confirm that most
dealerships will be better served by generating more visitors to their store’s web sites. When
considering the ways we can most effectively drive traffic to dealership web sites, it is highly logical
to look at what consumers who have already visited are sites say is most important to them… Then we
can use those most important criteria as a means of deciding what is most likely to work in trying to
get more of an already good thing; the car shoppers that visit our dealership’s web sites.
9. Editor’s notes: Ralph Paglia is the Director of Digital Marketing for ADP Dealer Services and can be
reached by email at ralph_paglia@adp.com or by phone at 505-301-6369. Rudy Martin is Vice
President and General Manager of the Intellimark Group, a division of Rocket City Automotive and
can be reached by email at rmartin@imarkpro.com or by phone at 407-219-3636.