Automotive Digital Marketing Search Marketing Combined Strategy
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The J.D. Power Autoshopper.com study reveals a significant increase in automotive internet usage among new and used vehicle buyers from 1999 to 2008, indicating a trend toward digital engagement. The document outlines the advantages of utilizing ADP's business online tools and digital marketing solutions, which enhance dealership conversion rates through integrated services like live chat and detailed analytics. It emphasizes the importance of a comprehensive digital marketing strategy to optimize traffic, improve lead management, and ultimately drive sales.
Automotive Digital Marketing Search Marketing Combined Strategy
- 1. J. D. Power Autoshopper.com Study presented in Las Vegas 10/8/2008: Automotive Internet Usage (AIU) rates continue to increase Automotive Internet Usage (AIU); New1 and Used2 Vehicle Buyers – 10 Year Trend New Used 80% 75% 70% 70% 67% 68% % of All New and Used Car Buyers 64% 64% 60% 60% 66% 60% 54% 61%^ 59% 50% 54% 53% 40% 47% 47% 40% 43% 30% 33% 26% 20% 10% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2008 New Autoshopper.com Studies 2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2008 Used Autoshopper.com Studies © 2007 J.D. Power and Associates, 1 The McGraw-Hill Companies, Inc. All Rights Reserved.
- 2. Engaging the consumer for higher conversion rates •Engaging, Simple to Use Web Site Designs •Easy, Flexible Content Management •Enterprise Content Management - Syndication •Inventory Display and Management •Multiple Lead Distribution Routing/Format Capabilities •Live Chat Integrated with Sites and eNewsletters •ADP Business Online Tools: Secure Consumer Account Finance Online Service Online Buy Online
- 6. Content Management System (CMS)
- 7. Why should Dealer consider ADP’s BusinessOnline capabilities as a significant factor in selecting their Dealer Web Site provider? 42%
- 8. White-listed eNewsletters Performance Metric Our Average Industry* • Delivery 99.8% 75.3%-84.9% • Open 20.9% 10.9%-14.0% • Click 20.0% 5.2%-13.3% • Avg Dealer List 4,000 Monthly Influenced Revenue (Average Dealer): • Service Appointments 16+ • Vehicle Sales 4+ • Average Dealer Gross $9,456 • Repeat Customer Gross +$300 Annual Influenced ROI • Average Dealer Gross $113,472 • Return 24 :1
- 9. Digital Solutions Performance Consulting Team 1. Unique Visitors: Digital Marketing Efficiencies Dealer 2. Conversion Ratio: ‘Vital Statistics’ Site Content & Maintenance Review 3. Appointment Ratio: Lead Management Process 4. Show Ratio: Confirmation Process 5. Showroom Close Ratio: Preparation & Reception Process Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation.
- 10. Integrated Traffic Maximization Strategy Organic Search 1. Content Optimization 2. UGC Link Popularity 3. Search Robots 8 Points of Traffic Analytics Growth Synergy Omniture & Competitive Intelligence (ClickStream & HitWise) Search Ads Display Advertising 4. Keyword Enriched 6. CTR Optimized Media Sponsored Links & URL’s 7. Targeting Networks 5. Contextually Optimized 8. Key Site Placements Deep Link Landing Pages
- 11. Use of an Integrated SEO and SEM Strategy Optimized Dealership presence in organic and paid search listings reinforces and increases the results from both strategies: – Generates increased consumer trust – Increases perceived value by consumer Paid Search Results – Campaign integration Paid Search Results – Dealer budget drives incremental traffic – Best value and results – Higher Quality Scores = Lower Cost Per Click
- 12. Why the ADP Digital Advertising Team? Staff – 20 full time search marketers / dedicated analysts – Broad Experience – many verticals, consumer / b2b, sales / lead, international – 2 to 10 years search experience – Dedicated VMR’s work with dealership managers Search Engine Optimization – 2,000+ websites (BZ & Dynamic Websites, ADP ES Global) – 25% to 35% of ADP Website leads generated from organic search Paid Search and Display Advertising – Manage ten million dollar ad spend – Google certified Search Marketing Team – Sophisticated campaign / bid management – ADP is a Google Enterprise Partner Measurement – Omniture Analytics – on demand reporting – Search Analysis – links, rankings, campaign suggestions, leads – Competitor Analysis – we know the keywords that perform for your competition – Conversion Analysis – we have ongoing optimization of your campaigns
- 13. Omniture Web Analytics • Search Marketing – Impressions, Clicks, CTR – Web and Phone Leads – Compare Conversion Rates – Revenue, ROAS – Click Fraud Monitoring • Visitor Reports – Visits, Referring Domains – Popular Pages, Pathing – Visitor Profiles
- 14. Search and Display Advertising
- 19. Retargeting to Consumers Who Visited Your Site Paid Search TV Display Ads Driving qualified prospects to Post Visit your site is expensive Marketing It’s cheaper to convert a qualified prospect than to create a new one
- 20. Competitive Analysis: Benchmarking Competitive Set – Benchmark growth – Visitor Length – Demographics – Competitor Keywords – Advertising Opportunities – Upstream traffic – Downstream traffic
- 21. Competitor Traffic Analysis: Clickstream UPSTREAM – Websites visited before arriving DOWNSTREAM– Websites visited after leaving at an Dealer COMPETITOR site an Dealer COMPETITOR site
- 22. A well orchestrated and easy transition • Dedicated team with experience Account Management Implementation Team Development Team Support Team Field Training Team • Phased Approach
- 23. Dealer Cost Reductions – 1 Partner (ADP) Optional items that Dealer is getting from third parties today that we could assist with…. • Bundled solution offering deeper discounts Search Advertising and Display advertising Digital Marketing consulting Business Online - Finance On Line, Service Online, Buy Online eNewsletter Live Chat Vehicle videos Lead management Call tracking Google audio All delivered from a company that is in it for the long haul
- 24. Optional Digital Marketing Solutions • Search Engine and Website Display advertising • Digital Marketing Consulting • FinanceOnline • Vehicle videos • White-listed eNewsletter • Live Chat • Lead management • Call tracking • On-line Service Scheduling
- 25. Integrated Traffic Maximization Strategy Organic Search 1. Content Optimization 2. UGC Link Popularity 3. Search Robots 8 Points of Traffic Analytics Growth Synergy Omniture & Competitive Intelligence (ClickStream & HitWise) Search Ads Display Advertising 4. Keyword Enriched 6. CTR Optimized Media Sponsored Links & URL’s 7. Targeting Networks 5. Contextually Optimized 8. Key Site Placements Deep Link Landing Pages
- 26. Digital Solutions Performance Consulting Team 1. Unique Visitors: Digital Marketing Efficiencies Dealer 2. Conversion Ratio: ‘Vital Statistics’ Site Content & Maintenance Review 3. Appointment Ratio: Lead Management Process 4. Show Ratio: Confirmation Process 5. Showroom Close Ratio: Preparation & Reception Process Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation.
- 27. Finance on Line Dealer-Controlled Pre-Approval Rules • Uses Consumer Credit Report • Real-time Data Secure Environment • Secure Transmission of Credit App • No Email of Sensitive Customer Data • Info Saved in Secure Account for Consumer to View, Edit, or Withdraw Integration Points • Equifax, TranUnion, Experian • w.e.b.Credit • Buy Online • Lead Management / CRM ADP’s Finance Online is Specifically designed to: • Target credit buyers • Increase visit-to-lead conversion • Capture more customer information • Provide rules-based pre-approval • Produce highly qualified organic leads
- 28. Where can Videos be Played?
- 29. eNewsletter Performance Metric Our Average Industry* • Delivery 99.8% 75.3%-84.9% • Open 20.9% 10.9%-14.0% • Click 20.0% 5.2%-13.3% • Avg Dealer List 4,000 Monthly Influenced Revenue (Average Dealer): • Service Appointments 16+ • Vehicle Sales 4+ • Average Dealer Gross $9,456 • Repeat Customer Gross +$300 Annual Influenced ROI • Average Dealer Gross $113,472 • Return 24 :1
- 30. Live Chat • Engage more browsers- 90% of customers leave your dealer site without leaving any information Total • Serious Buyers- 88% of Live Chat users buy Average Monthly within a month Monthly Dealer Close Units Sold Gross Rate on Live • Live Chat increases site stickiness- 40% say they Monthly Chat would surf away from your site without Live Live Leads Chat Chat $4,467 Leads 3 Units • Allows you to build trust and rapport prior to visiting your store 28% 11 • Live Chat leads close at a 1.6 times higher rate on average than dealer website leads The Average Dealer ROI For Live Chat • Second highest closing online lead source is 10:1 + behind Black Book Online • Floor Traffic – 80% of Live Chat users physically visit your dealership
- 31. SEO Development Enhancements • Meta-tag Management – automation, defaults, protection • Meta-tag Distribution – to many sites • Domain level Meta-tag Management • Multi-lingual Meta-tag Management • URL Structure – Search optimization • Inventory URLs – enable search engines to access inventory • Site Map - optimization