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v
What Match.com, Tinder
& Ashley Madison Have in Common
with Automotive Digital Marketing
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In a digital world, we can’t forget that ultimately it’s
relationships that matter the most.
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Attraction
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Looking for a Relationship
Match.com
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Digital Dealer Evaluation
- Google SERP
- Website Optimization
- Reputation Management
- Social Media
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Website Traffic
Up
40+%
Least Improved DDE
Most Improved DDE
Down
50+%
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Sales Growth
128%
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Sales Growth
128%
Vehicle Sales Growth for top performing dealerships in
the Digital Evaluation compared to bottom performers
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Interest Sparked
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Consumers Check Dealerships Out Too
VIRTUAL
DEALERSHIP
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Why Do Online Reviews Matter?
Consumer Credibility
88%
72%
88%
Of Consumers Read
Reviews To Determine
The Quality Of A
Local Business
Say Positive Reviews
Made Them Trust A
Local Business More
Trust Online Reviews
As Much As Personal
Recommendations
(Search Engine Land)
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Service Retention
10 Points
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Service Retention
10 Points
Increase in service retention rate for the top third in DDE
rating as compared to bottom third
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Customer Satisfaction
Sales CSI
Service CSI
+1.5 Points
+2.7 Points
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Customer Satisfaction
Sales CSI
Service CSI
+1.5 Points
+2.7 Points
Higher satisfaction scores for the top third in reputation
score as compared to bottom third.
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Getting to Know You
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Getting to Know Your Customer
- Newsletter is Key
- Content drives relationship
- Streams create learning
- Behavior is measured
- Content shared on other channels
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Getting to Know Your Customer Is a
Worthwhile Investment
30%
28%
61%
Engagement
Sales
Service
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Content Builds Relationship
- Content builds trust
- Varies based on profile
- Measures type of customer
- Measures degree of commitment
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Learning Determines Streams
- Response determines next
communication
- Clicks build deeper learning
- Content sharpens as relationship
builds
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Sometimes you’re just looking for a hook up…
Tinder
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The Deal-Seeking Customer
- Come in for a deal, and you
never see them again
- Low value customer
- “Coupon Book” marketing alone
is not a balanced approach
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Deal Seeker Behavior
RESPOND FASTER
SERVICE MORE
HIGHER RO VALUE
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The Relationship Customer
- Purchased more than one vehicle
- Regularly return for service
- Recommend you to friends & family
Notes
1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers
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Relationship Customer Behavior
Longer Time
to Buy
Notes
1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers
Buy More
More Expensive
Vehicle
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Strengthening and Deepening the
Relationship Over Time
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
Automotive maintenance searches have increased 66% over a recent three year period5.
70 Million Google Searches for after-market service-related content are conducted each month4.
4 of 10
Research how to do their own
automotive service or repairs
online--then take their vehicle
for service anyway
62%
380,900
Research the service tech’s
recommendation
Automotive service
“How To” videos hosted
on YouTube
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
51% NO tires page
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
51% NO tires page
1 Out Of 5 Did Not Have Active Service Specials
Or Coupons
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
51% NO tires page
1 Out Of 5 Did Not Have Active Service Specials
Or Coupons
82% Don’t Provide Any “Why Service Here”
Messaging Or A Dealership-Specific Amenities Page
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Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
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Keep the Spark Alive
Ashley Madison
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Attraction
Interest
Relationship
Lifecycle
Commitment
Learning
Each Other
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Attraction
Interest
Automotive
Lifecycle
Commitment
Learning
Each Other
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Taking An Integrated Approach Means Working
Smarter, Not Harder
Integrated.
Branded.
Always On.
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Key Takeaways
- Approach like a relationship
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Key Takeaways
- Approach like a relationship
- Build your online persona
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Key Takeaways
- Approach like a relationship
- Build your online persona
- Communicate with purpose
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Key Takeaways
-
Approach like a relationship
Build your online persona
Communicate with purpose
Learn from your communication
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Key Takeaways
-
Approach like a relationship
Build your online persona
Communicate with purpose
Learn from your communication
Tailor your messages
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Key Takeaways
-
Approach like a relationship
Build your online persona
Communicate with purpose
Learn from your communication
Tailor your messages
Invest in the relationship
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Key Takeaways
-
Approach like a relationship
Build your online persona
Communicate with purpose
Learn from your communication
Tailor your messages
Invest in the relationship
Invest in a good eco-system
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And they lived happily ever after.
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