In this presentation Douglas & Breitner presented its vision on how the online channel plays a role in the process from attracting visitors online to seduce them to testdrive a vehicle with a dealer.

1. Automotive
Online proposition and sales flow

2. Facts
81% of people who agree that they like innovative cars are going
online everyday or most days.
80% of those who like to drive fast go online everyday or most days.
77% of online users who would choose a car mainly on the basis of
its looks, are going online everyday or most days.
74% of online users who are not interested in what goes on under
the bonnet of a car are going online everyday or most days.
Of online users who are very/quite likely to convince others about a
car, 79% are going online everyday or most days (64% everyday).
Of online users who have talked to many different people about cars
in the last 12 months, 78% are going online everyday or most days
(and 16.5% of people who go online everyday have talked about
cars to many different people across the last 12 months).
Those who intend to buy a car in the next 12 months are 38% more
likely to use online during the car purchasing process than regular
internet users.
(From BMRB TGI.net, wave 14)

3. Future
Consumers expect significant changes to the vehicle buying process in the
coming decade. Will automotive dealers and manufacturers be ready?
Online Vehicle Buying: ‗With the Click of a Mouse‘
Fuel Economy/Alternative-Fuel Vehicles: ‗No Emissions, No Petrol‘
The Role of Dealers and OEMs Will Change and follow the consumer‘s
needs
―The Web will be used to compare vehicles, select the model to buy,
configure it and get a quote, select the financing (credit or lease quote on
site), and make an appointment with the dealer for a test drive‖
―The role of the dealer will be to allow test drives, wrap up the sale and the
financing, and maintain the vehicle.‖

4. Recommendations
Implement online vehicle buying capabilities.
Take green seriously
Implement a holistic customer interaction strategy focused on improving
loyalty.
Be vigilant in allocating your marketing mix in reaching your customers.

5. Our vision
Internet has revolutionized how consumers buy cars and how the become
far more informed than a decase ago.
Online has greatly streamlined the decision making process for purchasing
a car.
Consumers are nowadays less dependent on a dealer channel.
Our vision
The better consumers are informed, the happier they are to buy.

6. Automotive process
• Online Customer
• Website • Dealerships buying
acquisition process
– Recruiting leads with – Optimize landings – Dealer/model
different needs, in pages, website
What‘s up
websites?
different market patterns, path/click – (Local) SEM
segments stream analysis
– Dealer response on
– Intuitive navigation leads
– Precision and – Internet leads are – Short lead closing time
What to know
behavioural targeting, quality opportunities*
depending on stage in – Customer engagement:
buying process current customers are
– Latest technologies e.g. more savvy, expect to
online video be engaged
development, social
– Branding or lead – Digital marketing – Lowest customer
generating campaigns consulting & execution acquisition cost
What we do
– Lowest CPM/CPC – Contact strategies – Optimized brand
– Audits digital marketing awareness
performance
* study from J.D. Power and Associates.

7. Automotive buying process
Needs‘ Phase (6 months – 4 months)
 Basic consumer needs and desires — size, space and
styling.
 More than four models on the shopping list
 High cross segment consideration
 Movement between segments accounts
‗Features‘ Phase (3 months – 2 months)
 Comparing models within a single segment focusing on
product features.
‗Price‘ Phase (final month)
 Vehicle cost becomes paramount as the intender visits
dealerships (usually for the first time)
 Final comparisons are made that lead to purchase.
 Less than two models on their list in last two weeks
 Negotiate the best price with dealerships.
Source: CMI, Time Inc. Automotive Purchase Process ©December 2005

8. Needs phase Feature phase Price phase
Test-drive
Brand, image, Space, styling, Post-testdrive
Paid quality Enhanced car configuration Quote survey
Models available
search
Local search
Finance
Content optimisation dealer/OEM Dealer
Natural
search websites
Dealer
website Insurance
(incentiviced) owners & test-drive
Social ambassadors Dealer
media Spy fotos
OEM My Car Car specs
website
Behavioral & re-targeting
Display Dealer
ads
Eye-tracking study
3rd party After sales
website
Develop contact strategy for
Email personalised newsletter & brochures Dealer
marketing Maintenan
Event invitation, sneak previews ce plan
Affiliate marketing strategy Dealer profiles Print, save, email Dealer communication
Affiliation
Video technology Select multiple dealers availibility
Online registration Full price availability Testcar delivered at home
Negotiate price online
CPM, CPC, CPA Cost per Cost per Dealer response Cost per
ROAS Visitor Configured car times test-drive
Cost per viewed content Cost per
Cost per registration survey

9. More information
Douglas & Breitner
Timorplein 45
1094 CC Amsterdam
P.O. Box 94588
1090 GN Amsterdam
Stephan Schroeders - partner
M +31(0) 6 456 00 507
E stephan.schroeders@douglasandbreitner.com
W douglasandbreitner.com