COVID-19 DIGITAL MARKETING RECOMMENDATIONSCDK Digital Marketing

SUPPORTING YOUR CUSTOMERS DURING COVID-19 IMPACT

The projected shifts in consumer

behaviors, especially at a local level,

will be significant in the coming weeks.

These times call for a thoughtful

approach from dealers in how they

interact with their customers and

provide digital experiences.

Taking Care of Customers During COVID-19

CDK Digital is here to help.

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As in-store foot traffic decreases, increase

digital communication with alternate

mediums.

S U P P O R T S O C I A L

D I S TA N C I N G & S A F E T Y

Enable virtual communication outlets and

online retailing/convenience options.

B U I L D C R E D I B I L I T Y &

B R A N D AWA R E N E S S

Develop specific assets to refine your

message and reconsider your multi-

channel strategy based on new user

behaviors.

Staying in front of COVID-19

with Digital.

How We Can Help:• Promotion of Dealership Convenience & Virtual Engagement Options• Supporting the Offset of Sales Challenges with a Focus on Fixed Ops

• Shifting your Advertising Strategy with Customer Needs/Behaviors

• Maximizing your Website Real Estate to Build Customer Credibility• Extending your Marketing Plan with Organic Tactics

Important ConsiderationsINFORMATION IS NEEDED NOW MORE THAN EVERDue to need and overall interest in obtaining information about COVID-19, overall search volume in the U.S. is consistently rising.

SOCIAL DISTANCING HAS LED TO INCREASES IN DIGITAL ACTIVITYIn addition to the increase in search volume, we are also seeing a rise in general online activity, device usage and streaming services.

YOUR MARKETING MESSAGE IS IMPORTANTAs foot traffic decreases for local businesses - your digital presence will be your connection to your community.

Promote Dealership Convenience & Virtual Engagement Options

VIRTUAL TEST DRIVE

HOME DELIVERY/PICK-UP OPTIONS

ENABLE ALL DIGITAL CHAT & ONLINE ENGAGEMENT OUTLETS

Offer virtual test drive videos and more ways for consumers to experience your dealership from the

comfort of their homes.

Assuming your operations can support it, promote any potential home delivery for vehicle purchases, valet style test drives or home pick-up servicing options.

Maximize all ways consumers can connect with your business in the comfort of their homes by supporting

online chat on your website & Google My Business.

Home Delivered Service Offerings

Allow your Service Customers to stay at home by having their car picked up,

detailed at the dealership, and returned sanitized.

Home Delivered Loaner Vehicles

In a situation where a Customer needs their vehicle serviced, they can opt-in

to have a sanitized loaner vehicle provided when their vehicle is picked

up for Service.

OFFSET SALES CHALLENGES WITH A FOCUS ON FIXED OPERATIONS

As your dealership experiences a decrease of foot traffic to your sales floors or temporary state-mandated

closures, now is a good time to lean into your service offerings. Here are a few tips to keep your service centers

top of mind in your market and help customers feel supported in meeting their service needs.

BE INCLUSIVE OF ALL

SERVICE OFFERINGS

Incorporate a wide range of services to be

highlighted in your messaging (Oil Changes, Lube/Filter Changes, Tire

Sales) .

GET CREATIVE WITH

CONVENIENCE OFFERINGS

Highlight online scheduling and virtual

coupon options. Consider enabling and promoting "key drops" to minimize in-person engagement.

USE CUSTOMER LISTS TO GUIDE

LOYALTY MARKETING

Continue reminding previous customers when it's time to service vehicles through e-mail marketing

and customer match advertising.

ENSURE YOUR MESSAGE IS

HEALTH & SAFETY

FOCUSEDEnsure continuity in your

overall approach by keeping a reflection of your health and safety values at

the forefront of your ads and website banners.

TIPS TO ADJUST YOUR SERVICE MARKETING FOR COVID-19 CONCERNS

Shift Advertising

Strategy with Customer

Needs & Behaviors

O P T I M I Z E S E A R C H CA M PA I G N S

Make modifications to your search content & keyword

strategy and adjust copy for health/safety messaging.

D I F F E R E N T I AT E YO U R C H A N N E L S T R AT E GY

Find new ways to engage with customers who might not be

directly searching in Google/Bing.

B U I L D B R A N D AWA R E N E S S D U R I N G I N C R E AS E S

T O D I G I TA L V I D E O C O N S U M P T I O N

Get in front of the inevitable rise in online video viewing and

streaming with a comforting brand message as more people are

required to spend time at home.

A L I G N W I T H R E L E VA N T O E M

I N C E N T I V E S / O F F E R S

OEMs are preparing for a similar shift in consumer needs

and are promoting incentives to ease customer buying

concerns. Align your advertising with these national

campaigns.

Search Advertising: Optimization Tips

Layer in ad copy that offers the option for users to request a personalized vehicle

walk-around video. This will allow shoppers to feel like they can still engage with your

sales team on a per-vehicle basis without having to be physically present in store.

Consider bidding on new keywords that align with convenience services, i.e.: "New

Vehicle Delivery". Your keyword strategy should reflect how users will be making

purchasing decisions based on new health and safety considerations.

Differentiate Your Channel Strategy

Various mediums, like Gmail, allow

advertisers to stay hyper-targeted

in their audience selection without

relying on specific search

behaviors to drive engagement

opportunities.

STAY IN FRONT OF AUTO INTENDERS THAT

MIGHT NOT BE ACTIVELY SEARCHING

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O N L I N E V I D E O• Short-form content that must be streamed through a site or

an app (i.e.: Facebook, YouTube)

• Typically viewed on a tablet or smart phone

• Great for: Building Awareness, Capturing Low-Funnel Intent,

Audience Selection/Tracking

As shoppers spend more time at home due to social

distancing and quarantine mandates, there will be an

inevitable rise in online video viewing and streaming.

Run video advertising (Digital TV or Online Video)

during this time, communicating the steps your stores

are taking to support the COVID-19 safety efforts.

BUILD BRAND AWARENESS DURING INCREASES TO DIGITAL VIDEO CONSUMPTION

D I G I TA L T V• Usually long-form content viewed on a larger screen

• Non-clickable, more similar to traditional television

• Great for: Awareness, Reach, Brand Messaging

Promote a Message that Matters

As you differentiate your advertising strategy, ensure your message consistently

reflects a strong brand stance of customer safety, convenience and support.

Maximize your Website Real Estate to Build Customer CredibilityUse your website to communicate to your shoppers each

of your convenience services as well as efforts around

sanitizing and supporting social distancing.

Content Considerations:• Homepage:

⚬ Include COVID-19 Hero/Banner

⚬ Create a section for ongoing messaging and store updates that will align

with community mandates

• Add a banner at the top of your Vehicle Search Results & Vehicle Detail pages

• Incorporate a COVID-19 Landing Page, and link to it within your navigation

• Consider incorporating the following:

⚬ Home Deliveries

⚬ Convenience Servicing

⚬ Pre-Orders

⚬ Virtual Vehicle Walk-Around Videos

• Add in Interactive Messaging via Pop-Ups (i.e.: Promo Pop) or Chat Dialogs

INCORPORATE A DIGITAL RETAILING STRATEGY & PRIORITIZE IT

In addition to offering convenience services for the

duration of the COVID-19 impact, pivot your retailing

strategy towards embracing e-commerce friendly

messaging and online retailing tools.

⚬ "Buy online and have your vehicle delivered to your

home"

⚬ "Buy your next car from the safety of your own home"

Extend YourMarketing Plan

with OrganicTactics

G O O G L E M Y B U S I N E S S

Ensure your GMB profile is completely updated to reflect any

changes in your hours of operations. Consider updating phone

numbers to reach your sales teams as they work from home, and

develop posts to keep customers engaged with your dealership.

D E P LOY U N I Q U E C O N T E N T S T R AT E G I E S I N

C O N J U N C T I O N W I T H O R GA N I C K E Y W O R D TA R G E T I N G

As you develop landing pages to highlight your convenient and safe

services, keep high volume organic keywords in mind that align with

financing, vehicle shopping and service.

C O N T I N U E M A N AG I N G YO U R R E P U TAT I O N

Keep an eye on your online reviews and respond to customers who

may be dissatisfied with any changes you have made to your

dealership operations. Your online reputation will increase in

importance as customers increase their reliance on digital mediums.

H O W T O R E S E R V E

V E H I C L E S - T H E

P R O C E S S A N D W H Y

I T ' S I M P O R TA N T

B E N E F I T S O F

V E H I C L E

O W N E R S H I P F O R

YO U N G E R B U Y E R S

D E A L E R S H I P A N D

V E H I C L E

C L E A N L I N E S S

P R AC T I C E S

T H E S H I F T T O WA R D S

O N L I N E R E TA I L I N G

A N D H O W D E A L E R S

F I T I N

V E H I C L E S E R V I C I N G

D U R I N G C OV I D - 1 9 ; H O W

D E A L E R S CA N H E L P K E E P

C U S T O M E R S S A F E

O W N E R V E H I C L E

CA R E A N D

C L E A N L I N E S S T I P S

Additional Content Strategy Ideas for Ongoing Virtual Engagement

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