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Content is King in a Web Marketing Strategy for Top Line Growth<br />February 2, 2011<br />Aftermarket eForum<br />
Content is king,<br />But…..<br />content alonedoesn’tget it done<br />2<br />
thekey to success is<br />E-commerce…making sales, either online or offline<br />3<br />
Online shoppers don’talways <br />purchase online<br />Online research influencesin-store purchases<br />4<br />45% of in-...
The definition of “e-commerce” sales can be misleading…<br />Anyelectronic order made over the internet could be included<...
Aftermarket online ordering includes<br />6<br />
Today we will <br />Cover the reasons customers go online.<br />Develop a list of what is important and expected by both D...
How Big is E-Commerce?<br />E-Commerce vs. Total U.S. Retail Sales<br />8<br />2012 <br />10.7% - $334.7 b - (non-travel, ...
Why Shop Online?<br />All Consumers/All Products (1)<br />71% - Of U.S. consumers are using the internet (2)<br />Price is...
Online Activities<br />Percentage of Internet Users Surveyed<br />Source: Pew Internet & American Life Project, Plunkett R...
Auto Parts - DIY<br />80% - Use for high dollar parts, especially accessories<br />11<br />Source: TLG - The Langer Group ...
Auto Parts - DIFM Professionals<br />Source: TLG - The Langer Group 2010<br />12<br />
Auto Parts <br />Professional Technicians Use the Web<br />13<br />Source: Babcox Internet Study 2007<br />
Auto Parts<br />Professionals Use the Web<br />14<br />Use aftermarket manufacturers’ web catalog<br />Technicians look up...
Professionals Use the Web<br />Next three slides are details of information from NCMA surveys of counter personnel, techni...
Counter personnel and service providers<br />16<br />What is Important to Professionals<br />Source: NCMA Catalog Use Surv...
What is Important to Professionals<br />Full-line (retail) electronic catalogs<br />What is Important in Full-Line Electro...
What is Important to Professionals<br />Manufacturers’ online catalogs<br />What is Important in Manufacturers' Online Cat...
What is Important to Professionals<br />The “short” list<br />19<br />
Top Replacement Products(1)<br /><ul><li>Air filters
Fuel filters
Transmission filters
Wiper blades
Car batteries
Brake rotors
Brake pads
Headlamps
Spark plugs</li></ul>20<br />Who is the Online Competition?<br />Source: (1) IMR<br />
Looking for “Auto Parts”<br />	(based on the number of times listed on first page of Google Search results)<br />Top Sites...
Search Engine Optimization<br />SEO is a seminar in itself…however, to improve search results<br />Frequent updates of key...
How does your website’s features compare <br />to these manufacturers?<br />23<br /><ul><li>Federal-Mogul
Delphi
ACDelco
Affinia
Honeywell
SMP
UCI
Tompkins/Gates
Tenneco
Cardone
Coni-Seal
Stant</li></li></ul><li>Key types of features found on manufacturer and retail sites<br />24<br />Benchmark Checklist<br />
Most manufacturers present their data more clearly than retailers<br /><ul><li>Manufacturers have limited product types
Retail sites blend product data from all manufacturers
Specific application data is frequently in a comment or description field</li></ul>25<br />Benchmark Checklist<br />
Benchmark Checklist<br />Many manufacturers and retail sites make searches easier by selecting a job vs. a part type <br /...
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Content is King in a Web Marketing Strategy for Top Line Growth

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Content is King in a Web Marketing Strategy for Top Line Growth

  1. 1. Content is King in a Web Marketing Strategy for Top Line Growth<br />February 2, 2011<br />Aftermarket eForum<br />
  2. 2. Content is king,<br />But…..<br />content alonedoesn’tget it done<br />2<br />
  3. 3. thekey to success is<br />E-commerce…making sales, either online or offline<br />3<br />
  4. 4. Online shoppers don’talways <br />purchase online<br />Online research influencesin-store purchases<br />4<br />45% of in-store purchases now are influenced by online research (1)<br />53% of total retail sales will be influenced by 2014 (2)<br />Sources: (1) Forrester 2009, (2) Forrester March 2010<br />
  5. 5. The definition of “e-commerce” sales can be misleading…<br />Anyelectronic order made over the internet could be included<br />5<br />
  6. 6. Aftermarket online ordering includes<br />6<br />
  7. 7. Today we will <br />Cover the reasons customers go online.<br />Develop a list of what is important and expected by both DIY and professional service providers.<br />Identify and review the top retail and manufacturer sites.<br />Present a checklist as a guide to improve your site.<br />7<br />Content is King<br />
  8. 8. How Big is E-Commerce?<br />E-Commerce vs. Total U.S. Retail Sales<br />8<br />2012 <br />10.7% - $334.7 b - (non-travel, full year est.)(2)<br />Largest by percentage - est. 2012 (2)<br />55% - $37.1 b - Computer hardware & software<br />43% - $9.7 b - Event tickets<br />35% - $15.4 b - Gift cards & certificates<br />35% - $11.7 b - Music & videos<br />32% - $13.2 b - Toys & video games<br />30% - $3.1 b - Baby products<br />29% - $29.5 b - Consumer Electronics<br /> 4% - $30.9 b - Autos & auto parts<br />2009<br />3.6% <br />$131.8 b (1)<br />254% Increase<br />Sources: (1) eMarketer/Plunkett Research, Ltd 2010; (2) Forrester Research, Inc & data from North American Technographics Benchmark Survey, 2007 - Forecast U.S. eCommerce (non-travel) 2007-2012<br />
  9. 9. Why Shop Online?<br />All Consumers/All Products (1)<br />71% - Of U.S. consumers are using the internet (2)<br />Price is not the driving force for using the internet<br />9<br />Sources: (1) Nielsen Online survey 2007, eStudy by BizRate 2007, (2) SEMA Research & Information Center 2007<br />
  10. 10. Online Activities<br />Percentage of Internet Users Surveyed<br />Source: Pew Internet & American Life Project, Plunkett Research, Ltd. 2010<br />10<br />
  11. 11. Auto Parts - DIY<br />80% - Use for high dollar parts, especially accessories<br />11<br />Source: TLG - The Langer Group 2010<br />
  12. 12. Auto Parts - DIFM Professionals<br />Source: TLG - The Langer Group 2010<br />12<br />
  13. 13. Auto Parts <br />Professional Technicians Use the Web<br />13<br />Source: Babcox Internet Study 2007<br />
  14. 14. Auto Parts<br />Professionals Use the Web<br />14<br />Use aftermarket manufacturers’ web catalog<br />Technicians look up their own parts<br />Use manufacturers’ web catalog over 20% of the time<br />Use full line catalog (store)<br />Source: NCMA Catalog Use Survey 2008<br />
  15. 15. Professionals Use the Web<br />Next three slides are details of information from NCMA surveys of counter personnel, technicians and professional service providers.<br />We’ll go through these VERY quickly in this presentation, but we wanted to include this information so when you download the presentation you will have the details and be able to study them more closely.<br />15<br />
  16. 16. Counter personnel and service providers<br />16<br />What is Important to Professionals<br />Source: NCMA Catalog Use Survey 2008<br />
  17. 17. What is Important to Professionals<br />Full-line (retail) electronic catalogs<br />What is Important in Full-Line Electronic Catalogs to Professionals?<br />Source: NCMA Catalog Use Survey 2008<br />17<br />
  18. 18. What is Important to Professionals<br />Manufacturers’ online catalogs<br />What is Important in Manufacturers' Online Catalogs to Professionals?<br />18<br />Source: NCMA Catalog Use Survey 2008<br />
  19. 19. What is Important to Professionals<br />The “short” list<br />19<br />
  20. 20. Top Replacement Products(1)<br /><ul><li>Air filters
  21. 21. Fuel filters
  22. 22. Transmission filters
  23. 23. Wiper blades
  24. 24. Car batteries
  25. 25. Brake rotors
  26. 26. Brake pads
  27. 27. Headlamps
  28. 28. Spark plugs</li></ul>20<br />Who is the Online Competition?<br />Source: (1) IMR<br />
  29. 29. Looking for “Auto Parts”<br /> (based on the number of times listed on first page of Google Search results)<br />Top Sites<br />Advance Auto Parts<br />Auto Parts Warehouse<br />JC Whitney<br />NAPA Online<br />Parts Train<br />Pep Boys<br />21<br />
  30. 30. Search Engine Optimization<br />SEO is a seminar in itself…however, to improve search results<br />Frequent updates of key words in page headers, text and image captions<br />Metatags<br />Loading news releases, newsletters<br />Use blogs and forums for technical and installation tips<br />Product features & benefits<br />Product & performance specifications<br />Installation instructions<br />22<br />
  31. 31. How does your website’s features compare <br />to these manufacturers?<br />23<br /><ul><li>Federal-Mogul
  32. 32. Delphi
  33. 33. ACDelco
  34. 34. Affinia
  35. 35. Honeywell
  36. 36. SMP
  37. 37. UCI
  38. 38. Tompkins/Gates
  39. 39. Tenneco
  40. 40. Cardone
  41. 41. Coni-Seal
  42. 42. Stant</li></li></ul><li>Key types of features found on manufacturer and retail sites<br />24<br />Benchmark Checklist<br />
  43. 43. Most manufacturers present their data more clearly than retailers<br /><ul><li>Manufacturers have limited product types
  44. 44. Retail sites blend product data from all manufacturers
  45. 45. Specific application data is frequently in a comment or description field</li></ul>25<br />Benchmark Checklist<br />
  46. 46. Benchmark Checklist<br />Many manufacturers and retail sites make searches easier by selecting a job vs. a part type <br /><ul><li>All products available are displayed together
  47. 47. Related jobs are presented as options
  48. 48. Retailers offering multiple brands can show recognized brand logos</li></ul>26<br />
  49. 49. Look up by Product Category, Job, Part No.<br />Recommend related jobs, related products<br />27<br />
  50. 50. Benchmark Checklist<br />Troubleshooting information should be provided so products are not needlessly replaced<br />Replacement and installation instructions<br />System training<br />Manufacturers and retailers usually offer phone and e-mail options or store locations<br />28<br />
  51. 51. Look up Part No.<br />Job diagram links common solutions<br />29<br />
  52. 52. Benchmark Checklist<br /><ul><li>Customer product ratings impact sales</li></ul>Consumer reviews are significantly more trusted – nearly 12 times more – than descriptions from manufacturers. (1)<br />High product rating will increase likelihood of purchase for 55% of consumers. (2)<br />Customer reviews are the most effective social tactic for driving sales followed by question and answer features. (3)<br /><ul><li>Remember the customer and their history on your site</li></ul>Build a relationship<br />Speed product selections<br />30<br />Sources: (1) eMarketer, Feb. 2010 survey of internet users, (2) eConsultancy, July 2010), (3) E-Tailing survey Sep. 2009<br />
  53. 53. Look up Part No.<br />See customer ratings<br />31<br />
  54. 54. Making sales is the key to success<br />Manufacturers<br />B2B in secure are for approved customers only<br />Retail stores<br />B2B and/or B2C in secure area for approved customers<br />B2C in public area with security for customer information<br />Some refer customers to brick-and-mortar store locations<br />Benchmark Checklist<br />32<br />
  55. 55. Benchmark Checklist<br /><ul><li>Fewer decisions and “clicks”</li></ul>Sites work and information delivered faster<br /><ul><li>Eliminate decisions not required
  56. 56. Some sites deliver “no part” after a series of decisions
  57. 57. Many searches can be done in a single field, including looking up applications
  58. 58. An integrated thesaurus allows use of multiple and common terms</li></ul>Oxygen sensors, O2, etc.<br />33<br />
  59. 59. Few Decisions, Fewer “Clicks”<br />No “go” required, automatically displays next options<br />Text search allows additional options for fast lookups<br />34<br />
  60. 60. Benchmark Checklist<br /><ul><li>VIN lookup can eliminate errors</li></ul>Once again, a “Google” type search field can be used<br /><ul><li>Multiple languages make one site available to more customers
  61. 61. After part lookup is complete, link troubleshooting and training</li></ul>35<br />
  62. 62. VIN “Google” Search<br />Partial VIN to VIN list – select VIN – Fill in YMME<br />36<br />
  63. 63. Benchmark Checklist<br />“Compare” has many uses<br /><ul><li>Identify the correct part</li></ul>For retail sites, many application details are included in the product description field . Comparing similar products helps identify the correct part.<br /><ul><li>Features, benefits, selling information
  64. 64. Product quality options
  65. 65. Pricing options</li></ul>37<br />
  66. 66. Compare Products<br />Identify correct parts<br />Features, benefits, selling information<br />Product quality<br />Price<br />38<br />
  67. 67. Benchmark Checklist<br />Key features found on manufacturer and retail sites<br />39<br />
  68. 68. Benchmarking<br />Many companies do some review of other sites, usually competitors<br />No regular and formal methods were identified<br />40<br />
  69. 69. Where are We Now?<br />41<br />
  70. 70. Future - Online & In-Store<br />“Information on demand” is closer than ever<br />Smart phones ARE PCs with internet connectivity<br />Think cross-channel – online and brick-and-mortar<br />42<br /><ul><li>Use all resources to PROVIDE information - In-store UPC or QR codes - Mobile phone scans code for link and instant product information</li></li></ul><li>The future is NOW - Movingfast… AND gettingFASTER<br />Search for information<br />Comparison shopping<br />Product ratings<br />More…<br />43<br />Areyou KEEPINGupWithinformation, competition and Changes?<br />
  71. 71. Action Items<br />44<br />
  72. 72. “An organization’s ability to learn, and translate that learning into action rapidly,is the ultimate competitive advantage.” Jack Welch, former CEO of General Electric<br />“It’s simple, but not easy.” Lou Epstein, The Partnership Foundation<br />
  73. 73. 46<br />THANK YOU. <br />TOM MARX<br />CEO/President<br />tmarx@themarxgrp.com<br />415.453.0844 ext. 106<br />JOHN NODSON<br />Market Specialist<br />jhnodson@themarxgrp.com<br />914.482.0683<br />To download the Benchmark Checklist visit <br />www.themarxgrp.com/benchmarkchecklist.pdf<br />

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