The New Technology that s Changing the Way Dealers Market Online

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Dennis Bryan
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1 The New Technology that s Changing the Way Dealers Market Online Presented by: This webinar will begin momentarily. While you wait, visit Automotive News for breaking news Linkedin for company news /autonews for photo galleries +automotivenews for daily newscasts

2 WELCOME Dave Versical Director of Editorial Operations Automotive News Group

NAVIGATION TIPS - For a better webinar experience, we recommend closing email and other open programs/browsers, as

3 NAVIGATION TIPS - For a better webinar experience, we recommend closing and other open programs/browsers, as these applications may cause glitches in the steaming audio. To submit a question Download slides Provide feedback

4 Targeting within Digital Marketing The new technology that will shape the way dealers market online.

5 Mindy Batchelor About Mindy 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

6 Ricky Mayor About Ricky Founded moxietoday Joined AutoPoint in 2013 Expert in online marketing technology, including social media, mobile, & desktop

shops First company to combine marketing, service, and titling solutions in

7 Who we are 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 7

8 Marketing has always had 3 goals: Engage the right audience Attract potential customers Turn marketing communications into tangible sales & revenue

9 For hundreds of years, all marketing was push marketing Moveable type printing press invented Magazine ads Posters Billboards Radio TV ads Telemarketing Spam marketing

10 The internet changed everything. In just one decade, marketing began to transition to inbound marketing. Search engine marketing Display ads Non-spam marketing Social media Smartphones

11 Pull marketing goals: Create user-centered communications Create value for customers and earn their business Use consumer data to drive marketing efforts 11

12 Digital usage affects dealers Online Activities Performed Within 30 Days Prior To Last Service Visit Visited websites about automotive services 17% o Consumers spend more time with digital media than any other Visited the vehicle manuf acturer's website Read online reviews of automotive service stores Searched for automotive service stores Researched specific vehicle services Researched common prices for automotive services 21% 23% 26% 26% 33% o They research online prior to making service decisions o Growth rate and adoption by younger generation (16 34) Visited the store's webpage 47% 1. Spring 2015 DMEa National Consumer Study 12

the largest bucket for allocated advertising dollars.

13 Dealers know internet marketing matters. Advertising Expenditures by Medium, 2015 Other Newspaper Internet channel is the largest bucket for allocated advertising dollars. Radio Direct Mail Source: NADA Industry Analysis Division NADA DATA 2015 Annual Financial Profile of America s Franchised New-Car Dealerships

14 But how do you know if it s working? Digital marketing is still largely anonymous & direct mail have a 1:1 match Digital marketing match rates are often mysterious

Digital Marketing Funnel (Analytics) TOFU Reach, Ad Impressions, Keyword Searches Visitors, Page views (landing page/website) SEO/SMM/PPC (eg AdWords, FB ads) Click-Throughs MOFU Percentage which

15 Digital Marketing Funnel (Analytics) TOFU Reach, Ad Impressions, Keyword Searches Visitors, Page views (landing page/website) SEO/SMM/PPC (eg AdWords, FB ads) Click-Throughs MOFU Percentage which immediately leaves Content readers Leads (opt-in via form) Bounces (ie, leaves) Readers Leads Prospects (respond to call to actions) Prospects BOFU Customers (ie actual sales) Loyal Customers Sales Loyalty Advocates Customer Advocates

inventory of impressions available by: Type

etc.) Firmographic - Industry, Job Function,

16 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.

17 Traditional Retargeting Your Website Ad Network Social Retargeted Ads Organic Search PPC & Display Example: 10,000 website visitors 20 impressions / visitor / month Total of 200,000 retargeted impressions per 30 day period

18 Your digital impact dictates success. Example: Vehicle sales. 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

19 The new car-buying process. Google consumer research has identified 5 key moments: 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?

20 Moment #1: Which car is best? Ask friends Read blogs Look up consumer reports/reviews Watch videos 69% of people who used YouTube while shopping for a car were influenced by it

21 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

22 Moment #3: Can I afford it? Look up MSRPs Check value of current car Search interest rates

23 Moment #4: Where should I buy it? Visit dealership websites Look up open hours Search inventory Locate dealers nearby

24 Moment #5: Am I getting a deal? Check dealer prices on the web Investigate competition ON THE SPOT

25 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 25

26 Success in service. 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.) 26

27 The answer to both? New digital marketing technology.

How it works: Identification Segmentation Personalization Measurement Discover your customers online Use existing communication segments Understand your

28 How it works: Identification Segmentation Personalization Measurement Discover your customers online Use existing communication segments Understand your customers and Measure true response for an that produce successful results deliver messaging that matters offline purchase. Deliver true marketing ROI 28

29 Ad lifecycle & measurement. Direct Measurement of Exposed Customers Before Service Mail and Drop Ads Until Transaction Direct Measurement of the Service Transaction

30 Ad Zone 1 OEM Logo Ad Zone 2 Message CUSTOMER DATA Ad Zone 3 Price Ad Zone 4 Dealer Name Ad Zone 5 Landing Page URL 30

31 Relevant landing pages that deliver results. 31

32 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 32

33 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

34 Questions?

35 THANK YOU The recorded webinar will be available for 12 months at You will receive an when it is available. additional comments/questions to

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