![AGENDA Outline for CBS Meeting November 7, 2007 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CBS & ADP Team Bill Reilly Ralph Paglia](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Similaire à Cbs df wvehicles-digital-marketingpresentation11-07-07_0630_hrs
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Cbs df wvehicles-digital-marketingpresentation11-07-07_0630_hrs
- 1. ADP Digital Marketing CBS DFWvehicles.com
- 6. Digital Marketing Strategy TRANSACT BUSINESS MANAGE CUSTOMERS GENERATE TRAFFIC YOU DO IT Website Mgmt Campaign Mgmt Digital Ad Mgmt WE HELP Web Content Virtual Test Drives Vehicle Content Digital Media Mobile Marketing AutoVoice Marketing WE DO IT SEO / SEM Placement Call Tracking Managed Marketing Svcs Managed Advertising Svcs DEAL MGMT SUITE BUSINESS ONLINE SUITE LEAD CONVERSION PROSPECT YOU DO IT Showroom Mgmt Internet Lead Mgmt WE HELP Lead Scoring Call Routing Call Reporting WE DO IT Managed Lead Mgmt Svc Managed Inbound BDC WEBSITE SOLUTIONS PROSPECT MARKETING ADVERTISING REPEAT BUSINESS YOU DO IT BDC Solutions WE HELP Best Practices Content Customer Data Enhancement Direct Mail Execution WE DO IT Managed Sales Loyalty Managed Service Loyalty CUSTOMER LOYALTY VEHICLE PURCHASE SERVICE PARTS / ACCESSORIES Buy Online Service Online Finance Online Parts Online Accessories Online w.e.b.Desking w.e.b.Menu w.e.b.Credit w.e.b.FI Digital Contracting
- 7. ADP Digital Marketing Assets (Macro) BZ NetTrak Dynamic IPNS CustomerTouch
- 15. J. D. Power Autoshopper.com Study presented in Las Vegas 10/18/2007: Automotive Internet Usage (AIU) rates continue to increase 1 Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2007 New Autoshopper.com Studies 2 Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2007 Used Autoshopper.com Studies Automotive Internet Usage (AIU); New 1 and Used 2 Vehicle Buyers – 9 Year Trend % of All New and Used Car Buyers © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.
- 16. Willingness to fill out a Request for Quote form online is not growing amongst new-vehicle buyers © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. Based to total new-vehicle buyers Source: J.D. Power and Associates 2004-2007 New Autoshopper.com Studies % of All New Vehicle Buyers
- 17. 23% of Used Vehicle Buyers found their Vehicle Online © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. Based to late model used-vehicle buyers Source: J.D. Power and Associates 2003-2007 Used Autoshopper.com Studies 2003 2004 2005 2006 2007^ % of All Used Vehicle Buyers
- 18. Reach 27% 21% 55% 22% 21% 39% 31% 11% 54% 25% Auto shoppers can be found on non-auto sites © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. Base: All vehicle buyers with internet access
- 20. Why should CBS consider ADP’s online Transactional capabilities as a factor in selecting their Auto Shopping Portal services provider? 42%
- 21. WHY? CURRENT MARKETING PRACTICE OPPORTUNITY 2007 AUTO BUYER PRODUCING LESS THAN DESIRABLE RESULTS 90% of Ad Budget focused at 30% of Customers 10% of Ad Budget focused at 70% of Customers Excessive Reliance on Offline Media to Generate Online Behavior = Not Enough Site Traffic 1/10 TV & RADIO 3/10 PRINT 7/10 INTERNET FEW CAR SHOPPING VISITORS TO DFWvehicles.com DILUTED OPPORTUNITY [ HOME ]
- 23. ADP Digital Marketing Methodology
- 24. ADP Digital Marketing Methodology
- 25. ADP Digital Marketing Methodology
- 26. ADP Digital Marketing Methodology Figure 4: This chart illustrates a step-by-step “weighted conversion analysis.” Conversion influencers are factored into the analysis in sequence – from the “last ad” to frequency, multiple media channels, recency of ads, ad size, and engagement with rich media ad formats.
- 31. EMAIL MARKETING SUITES Coordinated Customer Contact SALES SERVICE RENEWAL [ HOME ] [ SOLUTIONS ]
- 35. CapGemini’s 2007 Study Shows Significance of Search Engines, Web Forums and Blogs for Car Shoppers
- 36. The Value of Search Engines
- 44. Site Targeting in the Dallas market
- 45. Site Targeting in the Dallas market
- 46. Site Targeting Dallas Examples allfordmustangs.com audizine.com autobytel.com automart.com automobilemag.com autoshopper.com autotrader.com autoweek.com benzworld.org bimmerfest.com blueovalforums.com cadillacforums.com carcraft.com clubcivic.com cobaltss.net dealsonwheels.com f150online.com fjcruiserforums.com ford-trucks.com fordf150.net fullsizechevy.com gm-trucks.com gminsidenews.com honda-tech.com hondamarketplace.com intellichoice.com motortrend.com nissanclub.com toyotanation.com trucktrend.com
- 48. Solution #4: Micro Site Network A total of 21 links currently exist from throughout the Web to DFWvehicles.com - This is not enough to generate the traffic volumes, or search indexing we need to supplement paid tra ff ic with organically generated visits…
- 49. Solution #4: Micro Site Network 75 links is better… But, still not enough! ADP will create and expand continuously over time a network o f ADP created model speci f ic micro sites and links f rom other portals, publications, blogs, widgets, gadgets, video portals (YouTube) and a wide ranging assortment o f automotive related sites in the HUNDREDS!
- 50. Solution #4: Micro Site Network 75 links, Plus 63 Links, Plus 52 Links = 190 Links to a single dealer site, and ADP will be able to leverage D FWvehicles.com high value content to create a wide ranging interlinked network of referring sites that drive dramatic visitor counts and Search Engine Indexing! 3 URL’s, each DNS hosted as a Root Domain… Each with unique indexing data… Driven by GENUINE CONTENT!
- 53. Site Network Digital Marketing Strategy SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Web Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years D FWvehicles .com 2008Tahoe.com DFW-Cars.com D F W-Vehicles.com DFW-Trucks.com SEM/SEO Key Word URL’s Point to Primary Site Deep Links DFW-UsedCars.com WeBuyChevys.com GMAC-TX.com 2008Silverado.com GetaCamaro.com YouGotGas.com ChevyPriceQuote FreeGMoilChange ChevyPride.com D F W-finance.com D F W-Toyota.com
- 56. Solution #6: ADP Digital Advertising Network
- 57. Solution #6: Behavioral Marketing
- 58. Post Visit Marketing It’s cheaper to convert a qualified prospect than to create a new one Driving qualified prospects to your site is expensive Solution #6: Retargeting
- 72. Next Steps
- 73. Questions
- 74. ADP Digital Marketing CBS Automotive
Notes de l'éditeur
- Definition for this discussion Reality of how we think about it……
- This year we saw a 2%-point increase in AIU rate for both new and used. 70% of NVB use the internet to vehicle shop, and 61% of UVB Older buyers are still giving us the fastest growth 14% of NVB don’t use the Internet and 22% of UVB don’t have access
- Resp: DD Need screen shots for Buzztrak need to be VW / Audi specific
- www.FetchBack.com Confidential
- www.FetchBack.com Confidential
- Ralph Paglia to explain concept of ADP Digital Marketing Team provided capabilities for Online Ad Campaigns to be either managed by ADP, or to be managed by dealership managers trained by ADP, or a hybrid approach where the dealership managers select digital ad campaigns from templated ADP campaigns provided for their use.