The New Technology that’s - INXPO · PDF fileTargeting within Digital Marketing The new...

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The New Technology that’s

Changing the Way Dealers Market OnlinePresented by:

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WELCOME

Dave Versical

Director of Editorial Operations

Automotive News Group

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Targeting within Digital MarketingThe new technology that will shape the way dealers market online.

© Solera Holdings, Inc.

Mindy Batchelor

20+ years’ leadership in digital marketing

Expert in Local Digital MarTech for national brands

Proven success in over 10 business verticals

Joined AutoPoint in fall of 2016

About Mindy


Founded moxieTODAY Joined AutoPoint in 2013 Expert in online marketing technology, including social media,

mobile, & desktop

About Ricky

Ricky Mayor

7

Part of Solera Holdings Inc.

Leading provider of technology solutions for auto

dealerships and service shops

First company to combine marketing, service, and titling

solutions in one technology platform

Focus on mobile capabilities and apps, web-based

solutions, and technology-driven retention

Who we are

Engage the right audience Attract potential customers Turn marketing communications

into tangible sales & revenue

Marketing has always had 3 goals:

For hundreds of years, all marketing was “push” marketing.

1450

Moveable type printing press invented

1730

Magazine ads Posters

1830

Billboards

1860

Radio

1920

TV ads

1950

Telemarketing

1970

Spam email marketing

1990


Search engine marketing

Social media Smartphones

Display ads Non-spam email marketing

The internet changed everything.In just one decade, marketing began to transition to “inbound” marketing.

© Solera Holdings, Inc.© Solera Holdings, Inc. 11

“Pull” marketing goals:

Create user-centered

communications

Create value for customers and

“earn” their business

Use consumer data to drive

marketing efforts

© Solera Holdings, Inc. 121. Spring 2015 DMEa National Consumer Study

o Consumers spend more time with

digital media than any other

o They research online prior to making

service decisions

o Growth rate and adoption by younger

generation (16 – 34)

47%

33%

26%

26%

23%

21%

17%

Vis i ted the s tore 's webpage

Researched common pr ices for automot ive serv ices

Researched spec i f ic vehic le serv ices

Searched for automot ive serv ice s tores

Read onl ine rev iews of automot ive serv ice s tores

Vis i ted the vehic le manufac turer 's webs i te

Vis i ted webs i tes about automot ive serv ices

Online Activities Performed Within 30 Days Prior

To Last Service Visit

Digital usage affects dealers

Internet channel is the largest bucket

for allocated advertising dollars.

131. NADA DATA 2015 – Annual Financial Profile of America’s Franchised New-Car Dealerships

Dealers know internet marketing matters.

Other

Newspaper

Radio

Direct Mail

Advertising Expenditures by Medium, 2015

Source: NADA Industry Analysis Division

© Solera Holdings, Inc.© Solera Holdings, Inc.

But… how do you know if it’s working?

Digital marketing is still largely anonymous

Digital marketing match rates are often mysterious

Email & direct mail have a 1:1 match

SEO/SMM/PPC

Click-Throughs

Bounces

Readers

Leads

Prospects

Sales

Loyalty

Customer Advocates

(eg AdWords, FB ads)

(ie, leaves)

Reach, Ad Impressions, Keyword Searches

Visitors, Page views (landing page/website)

Percentage which immediately leaves

Content readers

Leads (opt-in via form)

Prospects (respond to email call to actions)

Customers (ie actual sales)

Loyal Customers

Advocates

TOFU

MOFU

BOFU

Digital Marketing Funnel (Analytics)


Traditional “targeting.”

Each ad network (e.g. GDN) will have an inventory of impressions available by:

○ Type of Audience - Demographic (B2C), Firmographic (B2B)

○ Demographic- Male/Female, Income, Location, Interests (News, Fashion, Movies, etc.)

○ Firmographic - Industry, Job Function, Company Size, Company Revenue, Location

This is what you might think of as targeting.


Traditional Retargeting

Your Website Ad Network

Retargeted Ads

Example:

• 10,000 website visitors

• 20 impressions / visitor / month

• Total of 200,000 retargeted

impressions per 30 day period

Organic

Search

Email Social

PPC &

Display


Consumers have changed the way they shop.

Macro moments (visits to a dealership to shop around) have been replaced with micro moments (lots and lots of

online searches)

Average consumer goes to dealership only twice before purchasing vehicle

Decisions are made on the web, not on the showroom floor

Example: Vehicle sales.

Your digital impact dictates success.


The new car-buying process.

1) Which car is best?

2) Is it right for me?

3) Can I afford it?

4) Where should I buy it?

5) Am I getting a deal?

Google consumer research has identified 5 key moments:


69% of people who used YouTube while shopping for a car

were influenced by it

Moment #1: Which car is best?

Ask friends

Read blogs

Look up consumer

reports/reviews

Watch videos


Moment #2: Is it right for me?

Look up features & options

Watch videos of test drives

Watch videos of walk-throughs

Look up photos

Visit OEM websites to examine

package options


Moment #3: Can I afford it?

Look up MSRPs

Search interest rates

Check value of current car


Moment #4: Where should I buy it?

Visit dealership websites

Look up open hours

Search inventory

Locate dealers nearby


Moment #5: Am I getting a deal?

Check dealer prices on the web

Investigate competition ON THE

SPOT

Win while they’re still researching.

• Grab customers’ attention beginning with moment #1

• Suggest vehicles they’re most likely to look at

• Advertise financing offers upfront

• Make them feel they’re getting a deal BEFORE they’re on the lot

© Solera Holdings, Inc. 25


• Service intervals are getting longer

• Customers research services before approving them

• Most digital marketing centers around sales

• Service digital marketing suffers same pitfalls

(anonymity, lack of visibility, etc.)

Success in service.



The answer to both?

New digital marketing technology.


Identification

Discover your customers online

Segmentation

Use existing communication segments

that produce successful results

Personalization

Understand your customers and

deliver messaging that matters

Measurement

Measure true response for an

offline purchase.

Deliver true marketing ROI

How it works:


Ad lifecycle & measurement.

Direct Measurement of Exposed Customers

Mail and Email Drop Ads Until Transaction Direct Measurement of the Service Transaction

Before Service


Ad Zone 2

Message

Ad Zone 5

Landing Page URL

Ad Zone 3

Price

CUSTOMER DATA

Ad Zone 1

OEM Logo

Ad Zone 4

Dealer Name


Relevant landing pages that deliver results.



Create a digital marketing ecosystem.

Breakthrough technology precisely targets the right

customers with the right messages

Better access to & engagement with

customers in online spaces


In conclusion?

Marketing has transitioned from

“outbound” to “inbound”

Marketing works best during the

“research” period

of sales & service decisions

For digital marketing to be effective,

it must be targeted

and multi-channeled,

with measurable results

New technology enables

data-driven messages

that create consistency

across multiple platforms

A consistent digital ecosystem is the

next generation of digital marketing for dealers


Questions?

THANK YOU

The recorded webinar will be available for 12 months at www.autonews.com/powertraining.

You will receive an e-mail when it is available.

Email additional comments/questions to [email protected].

http://www.autonews.com/powertraining

mailto:[email protected]

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