Kenny Ross Digital Advertising Strategy Proposal

Kenny Ross Auto Group Digital MarketingOnline Advertising Strategy Ralph Paglia Director – Digital Marketing ADP Dealer Services ,[object Object]

Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.

Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.

Worked with Ford in 2007 to develop first Tier 3 Digital Advertising program providing dealers with geotargeted Tier 1 marketing assets

Managed first retail automotive Behavioral Targeting Digital Ad pilot program while at Courtesy Chevrolet in 2005, 2006 and 2007

Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal

Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.

Piloted the ADP Social Marketing & Reputation Management SolutionCell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com

Digital Advertising Measurability & Marketing Insights Gained Display Advertising Impact on Search

REPORT METHODOLOGY Display Advertising Impact on Search ,[object Object]

Scientifically Validated – Utilized Control vs. Test Group,[object Object]

Display Ads Increase Dealer Name and Branded Search ,[object Object]

Automotive shoppers exposed to website placements of display advertising were more likely to search for brand terms (i.e. automotive manufacturers) and segment terms (i.e. vehicle class),[object Object]

Impact on Search Click Through Rates for Display Advertisers Consumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposed ORGANIC SEARCH: Automotive Consumers exposed to dealership display ads were 180% more likely to click an organic search link to that dealer’s web site. PAID SEARCH: Automotive Consumers exposed to a dealer’s display ads were 183% more likely to click a paid search link for that Dealer. Paid: Paid text-based search ads that describe the dealer’s website and products and services offered Organic: Non-paid text-based listings that describe dealer’s website and products and services offered. N/A: Insufficient data available

Strategic Action Items for Dealer Advertising Add targeted display advertising to maximize overall search marketing results and search advertising cost efficiency Online Display Advertising increases car buyer exposure to your dealership’s paid and organic search listings: A higher number of automotive shoppers see your search listings More people click on your search listings, both organic and paid Online Display Advertising keeps a dealership’s name at the top of each car buyer’s mind when they start searching for information about the makes, models, service and parts you sell. Display boosts branded term searches because they are advertiser specific Increase Search click-through rates and quality scores by adding online display advertising to your monthly ad budget. ,[object Object],Dealers with large Search Advertising budgets should shift funds from inefficient keyword terms and geos to display. This increases cost effectiveness for dealer’s entire search marketing strategy…

Digital Advertising One size does not fit all, and the mix is where dealerships get the greatest positive ROI from investment

Total Marketing and Advertising Impact in the Marketplace Car Companies and their Dealer Network Marketing Structures

Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999? Source: DoubleClickTouchpoints III

Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999? “Which one of these information sources was most important when making decisions about buying your vehicle?” R.L. Polk 2008

Why does automotive advertising have less impact on showroom traffic in 2009 as it did in 1999? ¹IDC Study, U.S. Consumer Online Behavior Survey Results 2007 ² 2008 National Automobile Dealers Association Data

2009 Car Company Marketing Dilemma OEM’s each face considerable challenges in an automotive marketplace where their consumers now turn to the web when gathering information used to decide what brand and model vehicle to buy… …and where they will buy it! Dealers do not currently have the skills and know-how needed to advertise effectively online, but they continue to be masters at using advertising media that is no longer cost effective. Tier 3 Advertising spend dwarfs Tier 2 and even Tier 1, so Car Companies that educate their dealers the best, will win market share. Why do car dealers continue to spend over 85% of their advertising budgets on offline media? - NADA

1. Online Display Advertising ADP Publisher & Network Consortium Automotive Websites Local Media Websites National Websites 2. Targeting Technology Behavioral Targeting Geotargeting Contextual Targeting 3. Search Engine Advertising CPC/PPC/Sponsored Links 4. Other Digital Advertising Media Mobile Phone Ads Google TV Video Advertising Interactive Email Marketing ¹Return On Marketing Investment ADP is only Tier 1 qualified supplier of these Types of Tier 3 Digital Advertising Solutions in a Managed Program that Meets OEM Branding and Distribution Standards MEASURABLE RESULTS QUALIFIED TRAFFIC EFFECTIVE TARGETING COST EFFECTIVE ROMI*

ADP Publisher Network Provides Scalable Tier 3 National Buying Power with Local Geotargeting delivers Lower Costs

Scalable Dealer Display Advertising: High Quality, Animated Flash Display Ads Targets 9 key “in-market” consumer behaviors Digital Advertising Campaigns ,[object Object]

Browse Model-Specific Inventory

Get Your Payment ,[object Object]

ADP AdVantage:OEM Co-Op Preapproved Campaign Asset Manager

ADP Places Dealer Ads on Thousands of Relevant Sites when Local Car Buyers visit them…

ADP uses Behavioral Targeting and Retargeting to show Dealer Ads to Car Buyers… On Automotive Sites and when they Visit Non-Auto Sites.

Campaign Examples at www.FordDigital.com

Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Google calls Search Ads: “Sponsored Links” Google Search Engine Advertising

ADP Managed Tier 3 Search Engine Advertising- Dealer Campaigns Integrated with OEM Tier 1 and Association Tier 2 Search Advertising ,[object Object]

Tier 3 – 2 – 1 Keyword & Geotargeting Optimization

Bid Strategy excludes keywords that dealers already have SEO rank

ROI Enhanced by Display AdvertingDealers/Suppliers Competing with OEM’s and Regional Ad Associations for Keyword Bids used in Search Advertising

Search Campaign Tracking & Reporting- Sent to Dealers and OEM Stakeholders

Search Placement / Keyword Report- Dealers and OEM Stakeholders

Omniture Post-Click Reporting Dashboards- Tracking code can be installed within any site, regardless of supplier

Organic to Paid Keywords Report- Allows Optimization of Dealer Spend by Eliminating Redundant Bids

Competitive Analysis Compare Competitive Set ,[object Object]

Downstream traffic,[object Object]

HitWise CompetitiveAnalysis: Search Terms

Compete, Inc. – Unique Visitors

Google AdPlanner and Keywords by Site Trends- Extends Search Effectiveness to Display Advertising on Websites

Communicating Reports – VMAR and Analysts- Best Tier 3 Account Management in the Industry Roles & Responsibilities: PLAN EXECUTE MEASURE/REPORT This equates to: Evaluate dealership current marketing and advertising activities Develop annual, quarterly and monthly advertising calendars Work with dealer on budget development and spend Execute marketing campaigns Report and assess results to improve dealer ROI Benchmark results and recommend best practices Coordinate campaigns

Dealer Dashboard – Tying it all together- Aggregated by Nation, Region and Zone for OEM

Reporting DashboardTying it all together with industry’s first systemthat consolidates data feeds from multiple sources of DA campaign performance reporting, providing relevant reporting for Tier 1, Tier 2 and Tier 3 digital marketing stakeholders

Integrating Online Advertising for the Brand Connecting Tier 3 with OEM to Drive Efficiencies

Using Keyword Enriched Domains for Competitive Advantage

Social Marketing and the Power of 21st Century Word of Mouth Selecting a Targeted Site for Focus and use with Kenny Ross Strategy

Social Marketing & Reputation Management Value Proposition Overview: It’s as Easy as ADP to leverage the overwhelming growth in consumer use of Social Networks and User Generated Content (Web 2.0) to develop your Social Marketing and Reputation Management Strategy that utilizes “Positive Word of Mouth” amplified with the power of the Internet to enhance your good reputation, create top of mind awareness and elevate your dealership’s brand in a more cost effective manner than either CRM or advertising alone. It’s Easy as ADP to tap into consumer adoption of Social Networking and User Content Creation by creating your own online community of customers, employees and suppliers filled with high quality content such as Videos, Photos, the latest reviews and road tests, interviews and articles supplied by car companies, enthusiast publications and consumers.

Social Marketing & Reputation Management Value Proposition Specifics: ADP will build your dealership sponsored online community using the most powerful social networking platform technology available to make it easy and fun for your customers to participate… Using a combination of OEM and enthusiast publication content , we incorporate highly desirable content which is automatically updated daily to create an engaging and rich experience for people in your local market area. ADP Social Marketers will publish blogs, forum discussions, photos and videos that will stimulate your community members to respond and create their own content, triggering others to join in! ADP will build and deploy a comprehensive syndication strategy that uses Really Simple Syndication (RSS) and embedded HTML code (Widgets) built into your dealership sponsored community to push content and member activities out to the most popular sites on the web.

Social Marketing & Reputation Management Specific Services to Dealer: Your dealership will achieve a highly positive presence within today’s most popular sites where customers spend hours and hours of their online time. Your community’s content syndication will grab people’s attention and pull them into your online community. ADP will use your online community’s syndication power to connect your dealership to the millions of people using sites such as: ,[object Object]

Kenny Ross Digital Advertising Strategy Proposal

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (20)

Similaire à Kenny Ross Digital Advertising Strategy Proposal

Similaire à Kenny Ross Digital Advertising Strategy Proposal (20)

Plus de Ralph Paglia

Plus de Ralph Paglia (20)

Dernier

Dernier (20)

Kenny Ross Digital Advertising Strategy Proposal