4. OEM (1), Ad Association (2) and Dealer Websites (3) Inventory Aggregation Portals Lead Producers and Resell Aggregators Specialized Microsites and Landing Pages URL and domain management portfolios CRM and Lead Management Tools Automated Email Marketing and Communication systems Assigned Resources and Business Processes Search Engine Optimization Social Networking and Reputation Management Digital Advertising Search Engine Advertising Content and Demographic Network Ad Placements Behavioral Targeting Campaigns Retargeting Campaigns Site, Services and Event Sponsorship Campaigns What is Automotive Digital Marketing?
10. Car shopper are qualifying dealers by researching online with the vast majority using search All Car Buyers are “Internet Customers” Majority of Vehicle Research is Being Done Online
12. Why doesn’t Auto advertising have the same impact? 1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007 2. 2006 National Automobile Dealers Association Data
13. Only travel is more influenced by Online media Source: DoubleClickTouchpoints III
14. “Which one of these information sources was most important when making decisions about buying your vehicle?”
15. Today’s Biggest Dealer Advertising ChallengeOverspending on Newspaper, Radio, Outdoor & Mail Relative to Usage The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors… Average Dealer Advertising Spendvs.Consumer Media Consumption Dealer Ad Budget Efficiency Gap
16. Dealer Advertising Budgets Not Aligned 1/10 TV & RADIO FEW LEADS 3/10 PRINT DILUTED OPPORTUNITY 8/10 INTERNET 92% of Ad Budget focused at 30% of Customers PRODUCING LESS THAN DESIRABLE RESULTS Where Do You FindThis Sales Opportunity? WHY? 8% of Ad Budget focused at 70% of Customers Dealers are relying on 3rd Party Lead Providers for Digitalwho send same lead to your dealership and others
20. Objective AnalysisWhere are Dealers shifting money from, so that Digital Marketing does not increase overall advertising budgets or Costs PVR? Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and retail companies. Source: eMarketer
22. It’s not all about the lead 71% 68% 67% 64% 22% 20% 21% 21%
23. Only 22% of dealer website visitors submit a lead 39% visit a dealer based on information found online
24. The vehicle shopping process takes about three months for the average AIU 10.4 11.7 6.3 14.7 7.6 0 11.0 Decide on model Decide it was time to purchase Shop vehicles on the Internet Purchase new vehicle Start visiting dealers Decide on type of vehicle Start actively researching vehicles Source: 2007 J.D. Power and Associates New Autoshopper.com Study Based to AIUs
25. One-third of new-vehicle buyers purchase within one month of deciding they need a new vehicle 34% Shopping Process One Month or less 27% Shopping Process Over Five Months
