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The New Technology that’s
Changing the Way Dealers Market OnlinePresented by:
WELCOME
Dave Versical
Director of Editorial Operations
Automotive News Group
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Targeting within Digital MarketingThe new technology that will shape the way dealers market online.
© Solera Holdings, Inc.
Mindy Batchelor
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
About Mindy
© Solera Holdings, Inc.
Founded moxieTODAY Joined AutoPoint in 2013 Expert in online marketing technology, including social media,
mobile, & desktop
About Ricky
Ricky Mayor
7
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
Who we are
Engage the right audience Attract potential customers Turn marketing communications
into tangible sales & revenue
Marketing has always had 3 goals:
For hundreds of years, all marketing was “push” marketing.
1450
Moveable type printing press invented
1730
Magazine ads Posters
1830
Billboards
1860
Radio
1920
TV ads
1950
Telemarketing
1970
Spam email marketing
1990
© Solera Holdings, Inc.
Search engine marketing
Social media Smartphones
Display ads Non-spam email marketing
The internet changed everything.In just one decade, marketing began to transition to “inbound” marketing.
© Solera Holdings, Inc.© Solera Holdings, Inc. 11
“Pull” marketing goals:
Create user-centered
communications
Create value for customers and
“earn” their business
Use consumer data to drive
marketing efforts
© Solera Holdings, Inc. 121. Spring 2015 DMEa National Consumer Study
o Consumers spend more time with
digital media than any other
o They research online prior to making
service decisions
o Growth rate and adoption by younger
generation (16 – 34)
47%
33%
26%
26%
23%
21%
17%
Vis i ted the s tore 's webpage
Researched common pr ices for automot ive serv ices
Researched spec i f ic vehic le serv ices
Searched for automot ive serv ice s tores
Read onl ine rev iews of automot ive serv ice s tores
Vis i ted the vehic le manufac turer 's webs i te
Vis i ted webs i tes about automot ive serv ices
Online Activities Performed Within 30 Days Prior
To Last Service Visit
Digital usage affects dealers
Internet channel is the largest bucket
for allocated advertising dollars.
131. NADA DATA 2015 – Annual Financial Profile of America’s Franchised New-Car Dealerships
Dealers know internet marketing matters.
Other
Newspaper
Radio
Direct Mail
Advertising Expenditures by Medium, 2015
Source: NADA Industry Analysis Division
© Solera Holdings, Inc.© Solera Holdings, Inc.
But… how do you know if it’s working?
Digital marketing is still largely anonymous
Digital marketing match rates are often mysterious
Email & direct mail have a 1:1 match
SEO/SMM/PPC
Click-Throughs
Bounces
Readers
Leads
Prospects
Sales
Loyalty
Customer Advocates
(eg AdWords, FB ads)
(ie, leaves)
Reach, Ad Impressions, Keyword Searches
Visitors, Page views (landing page/website)
Percentage which immediately leaves
Content readers
Leads (opt-in via form)
Prospects (respond to email call to actions)
Customers (ie actual sales)
Loyal Customers
Advocates
TOFU
MOFU
BOFU
Digital Marketing Funnel (Analytics)
© Solera Holdings, Inc.
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.
© Solera Holdings, Inc.© Solera Holdings, Inc.
Traditional Retargeting
Your Website Ad Network
Retargeted Ads
Example:
• 10,000 website visitors
• 20 impressions / visitor / month
• Total of 200,000 retargeted
impressions per 30 day period
Organic
Search
Email Social
PPC &
Display
© Solera Holdings, Inc.
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
Example: Vehicle sales.
Your digital impact dictates success.
© Solera Holdings, Inc.© Solera Holdings, Inc.
The new car-buying process.
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?
Google consumer research has identified 5 key moments:
© Solera Holdings, Inc.© Solera Holdings, Inc.
69% of people who used YouTube while shopping for a car
were influenced by it
Moment #1: Which car is best?
Ask friends
Read blogs
Look up consumer
reports/reviews
Watch videos
© Solera Holdings, Inc.© Solera Holdings, Inc.
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
© Solera Holdings, Inc.© Solera Holdings, Inc.
Moment #3: Can I afford it?
Look up MSRPs
Search interest rates
Check value of current car
© Solera Holdings, Inc.© Solera Holdings, Inc.
Moment #4: Where should I buy it?
Visit dealership websites
Look up open hours
Search inventory
Locate dealers nearby
© Solera Holdings, Inc.© Solera Holdings, Inc.
Moment #5: Am I getting a deal?
Check dealer prices on the web
Investigate competition ON THE
SPOT
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
© Solera Holdings, Inc. 25
© Solera Holdings, Inc. 26
• 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.)
Success in service.
© Solera Holdings, Inc.
© Solera Holdings, Inc.
The answer to both?
New digital marketing technology.
© Solera Holdings, Inc. 28
Identification
Discover your customers online
Segmentation
Use existing communication segments
that produce successful results
Personalization
Understand your customers and
deliver messaging that matters
Measurement
Measure true response for an
offline purchase.
Deliver true marketing ROI
How it works:
© Solera Holdings, Inc.
Ad lifecycle & measurement.
Direct Measurement of Exposed Customers
Mail and Email Drop Ads Until Transaction Direct Measurement of the Service Transaction
Before Service
© Solera Holdings, Inc. 30
Ad Zone 2
Message
Ad Zone 5
Landing Page URL
Ad Zone 3
Price
CUSTOMER DATA
Ad Zone 1
OEM Logo
Ad Zone 4
Dealer Name
© Solera Holdings, Inc. 31
Relevant landing pages that deliver results.
© Solera Holdings, Inc.
© Solera Holdings, Inc. 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
© Solera Holdings, Inc.© Solera Holdings, Inc.
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
© Solera Holdings, Inc.© Solera Holdings, Inc.
Questions?
THANK YOU
The recorded webinar will be available for 12 months at www.autonews.com/powertraining.
You will receive an e-mail when it is available.
Email additional comments/questions to powertraining@autonews.com.
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