Evolving the Digital Marketing Experience. Mike Rother, SVP and GM Dealer.com

Transcription

1 Evolving the Digital Marketing Experience Mike Rother, SVP and GM Dealer.com

2 Every experience matters.

3 Who are we today? The Premier Digital Marketing Solution & Partner

4 Your digital marketing platform. Advertising Websites Digital Retailing Managed Services Analytics Digital Strategists

5 Consumers and Dealers are Evolving Rapidly Consumers are looking to do more than just shop online Dealers are seeking new ways to drive efficiency with less effort The industry as a whole remains strong, but we are in a period of rapid change

6 Technology and Automation is Evolving as Well Key technologies are emerging to shape the foundation of tomorrow s digital strategies: 1. Personalization 2. Digital Retailing 3. Targeted Advertising 4. Attribution

7 Start with a Personalized Experience

8 Consumers Seek Personalized Experiences 86% 96% of Consumers of Retailers said personalization has at least some impact on the purchasing decision Source:

9 Personalization Drives Results 2.5X 12% higher click-through rates Click-through rates jumped when personalized recommendations were served to users through Dealer.com Experience Optimization 72% of shoppers eligible for personalization lift in inventory conversion A 12% lift in inventory leads, from 5.5% to 6.2%, was reported by users who were served personalized recommendations through Dealer.com Experience Optimization Source:

10 Transform Shopping into Buying with Digital Retailing

11 Personalize the Experience with Vehicle Deal Pages Structure a unique deal for every shopper, on every device

12 Find More Buyers with Digital Advertising

13 A Multichannel Portfolio is Essential Demand Capture Demand Generation Retargeting Facebook Advertising Programmatic Display Paid Search Video

14 Dedicated Digital Strategists proactively partnering with you to create a custom strategy that drives results for your unique dealership Customize Your Strategy for Long-Term Performance

15 Evolving from Analytics to Attribution

16 Develop a Marketing Performance Hub that will Analyze, Strategize & Execute

17 Evolving Your Experience

18 Connected Services Optimize Your Strategy and Investment Creating a great experience is about partnership You need a team

19 Specialized and Integrated Teams Coordination, Execution, and Management SEO The automotive industry s largest SEO team helps you drive the right shoppers to your site CONTENT & CREATIVE Professional Campaign Coordinators and Graphic Designers create custom website, social, and display advertising creative SOCIAL Expert teams drive brand awareness, reinforce offers, engage your community, and monitor reputation

20 Your integrated & connected Digital Marketing Team

21 Your Digital Storefront Advertising Digital Storefront Retail Demand Capture Demand Generation Retail Digital Retailing Service Paid Search Display w/ Remarketing Premium Display Social Display Video New Cars Used Cars Search Inventory Vehicle Deals Pages Compare Buy Faster Trade-In Payments Finance Menu Ownership Service Accessories Recalls Content Managed Services: SEO, Content and Creative, Social Connected Experience + Targeted Audience + Efficient Traffic Gen

22 The time is now! New technologies are making a better customer experience possible. Dealer.com is investing in integrations with Cox Automotive to drive the experience. Success is powered by partnership, not just product. We re committed to growing with you.

23 Thank You!

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25 Optimizing Your Digital Showroom Katie Wilkins, Director of Website Product Management

26 Agenda Today s Website Expectations Characteristics of Premium Websites Partnering on Your Digital Strategy

27 Question Does anyone have a memorable experience shopping online?

28 Experience Reigns Supreme 54% would buy from a dealer that offered their preferred experience over the lowest price

29 You Need A Virtual Showroom 61% 13% 21% 61% 14:29 HOURS Average amount of vehicle shopping time spent online SOURCE: Online Research At Dealership where Purchased Talking with Others 2% 3% Visiting Other Dealers Print Media Research

30 Optimize for Every Shopper 1in 3 24 car buyers know what vehicle they want when they start shopping average digital touchpoints with a buyer prior to purchase

31 Optimized for Every Shopper It is critical that dealership websites are user-friendly, compelling, and consistent across devices

32 4 Keys to a Premium Website Offering Connected Experience Secure Digital Deal-Making Go Beyond the Sale Automation & Efficiency

33 4 Keys to a Premium Website Offering Connected Experience Secure Digital Deal-Making Go Beyond the Sale Automation & Efficiency

34 01 A Connected Experience

35 01 Optimized for Mobile Devices Convenience and portability are driving a unique set of expectations and behaviors

36 01 Connect Across The Shopper Journey Dealer.com, KBB, Autotrader and OEM shopper browsing data influencing inventory recommendations, slides and creative

37 01 VDP Engagement Remains Critical 52% of users see a VDP 89% of users reach VDP from VLP 98.4 VDP views in March m 5s average time spent of the VDP 3.5 average number of VDPs seen

38 01 Improving the VDP Experience Make the Car the Star Digital Retailing Deal Enablement Build consumer confidence

39 01 Make the Car the Star ~60% of sessions that view at least one VDP interact with photos 6+ of sessions that view at least one VDP interact with photos

40 01 Build Trust and Transparency Provide relevant, trusted third party information (reviews, vehicle history, pricing comparisons, etc.) in context. Voice of the Shopper "Having the Kelley Blue Book [Ratings and Reviews] I liked. It gives it some credibility. I would normally do my own independent research but it's right there [on this page]." DP Study Participant 66% of car buyers use KBB.com 2016 Car Buyer Journey Study, IHS Automotive Kelley Blue Book is the Most Searched Auto Brand on Google. Google Insights Annual Search Terms for Vehicle Shopping

41 4 Keys to a Premium Website Offering Connected Experience Secure Digital Deal-Making Go Beyond the Sale Automation & Efficiency

42 02 Secure On-Site Deal Making 30% of digital retailing engagements result in a deal

43 02 Extend F&I Awareness Online 1in 3 buyers are not already aware of finance and insurance products prior to going to the dealership

44 02 Provide Deal-Making Confidence Protection on every page for your dealership and your shoppers. Faster connection between browsers and servers. Improves page-load speed. Standard with all Dealer.com websites.

45 02 Connect Across Properties 91% More likely to engage with Accelerate on a dealer s website after experiencing on AutoTrader

46 4 Keys to a Premium Website Offering Connected Experience Secure Digital Deal-Making Go Beyond the Sale Automation & Efficiency

47 03 Think Beyond the Deal You are logged in as Logout View MyKBB.com account My current vehicle: 2017 Volvo XC60 Update Transition from a purchase experience to an ownership experience VIN: 5NBP3E34AFOGH MILEAGE: 33,240 Update Your Next Steps Your Service History Check status Schedule Service Search Parts 10/17/18 Oil Change, State Insp.. 2/4/18 Oil Change 11/10/17 State Inspection 6/28/17 General Services View all We ll have this time-saving information on file when you visit the dealership. Launch Your Ownership Experience Done with the tools you need? You re ready to visit ROI Motors! Get Driving Directions

48 03 Build Loyalty 85% of shoppers say service experience directly impacts likelihood of purchasing next vehicle there

49 03 Market Fixed Ops Paid search Display advertising Facebook marketing Website specials

50 03 Use Data to Spend Smarter Leverage Bay Utilization Data to: Inform ad spend Provide clear ROI when combined with attribution Power automated campaigns

51 03 Provide an Ownership Experience Connected Experience Save Consumers Time Service history, recalls, recommended service Enable consultation on service vs purchase with equity mining You are logged in as Logout View MyKBB.com account My current vehicle: 2017 Volvo XC60 Update VIN: 5NBP3E34AFOGH MILEAGE: 33,240 Update Your Next Steps Your Service History Check status Schedule Service Search Parts 10/17/18 Oil Change, State Insp.. 2/4/18 Oil Change 11/10/17 State Inspection 6/28/17 General Services View all We ll have this time-saving information on file when you visit the dealership. Launch Your Ownership Experience Done with the tools you need? You re ready to visit ROI Motors! Get Driving Directions

52 4 Keys to a Premium Website Offering Connected Experience Secure Digital Deal-Making Go Beyond the Sale Automation & Efficiency

53 04 Automation and Efficiency Group Relevant Inventory Promote Fixed Operations Promote OEM Incentives Custom Event Specials

54 04 Campaign Creation

55 04 Automated Incentives

56 Partnership Does your website partner provide you with real-time data and insights? Do they offer control and flexibility from site design to inventory merchandising? Do they understand your unique digital strategy?

57 Consumers expect a website that is user-friendly, compelling and consistent across devices Address key areas of your website to provide a great user experience (e.g. digital retailing, F&I, and ownership) Partner with a provider who understands your unique digital strategy and can provide connected, data-backed solutions Remember

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