This presentation on the Evolution of Automotive Digital Marketing was presented at the Automotive Boot Camp in Philadelphia on May 16, 2013 by Ralph Paglia

1. Evolution of Automotive Digital Marketing – AutomotiveDigitalMarketing.com
Overview of last 10 years leading up to where the ‘State of the Art’ for car
dealers stands today, and showcasing where the most successful
dealers will get their competitive advantage tomorrow… Ralph Paglia
•Insights gained from 5+ years of digital marketing strategies and tactics for
car dealers gleaned from AutomotiveDigitalMarketing.com dealer posts...
•Review dealer best practices specific to selecting tools and what should be
managed in-house versus what and when it is better to outsource…
•Multiple free and low cost resources that dealers can begin using before
they return to their dealerships from Automotive Boot Camp…
•Learn how to apply tracking systems to Key Performance Indicator (KPI)
measurement points that make managing a dealer’s digital marketing
strategy easier and simpler for dealers and general managers. You will also
learn how to use these same KPI measurement and reporting techniques to
make recommended budget allocation changes that will help your dealership
realize a stronger ROI from your total marketing investment each month...
"Evolution of Automotive Digital Marketing"

2. Introduction and Background:
Ralph Paglia
www.ADMPC.com
President
Automotive Media Partners, LLC
• Led build-out and development of Tier10’s Digital
Marketing, Advertising and Social Media Strategies
• AutomotiveDigitalMarketing.com creator and Editor-in-Chief
• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…
• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…
• Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing
Consulting and Ford Co-Op supported Digital Advertising program for Dealers…
• Internet Sales & Marketing Consultant to Ford, Mercedes-
Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…
• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access to
post vehicle inventory listings on defense contractor BBS’s…

3. Timeline Early History of Internet Marketing
1969 to 2007
RalphPaglialists
carsonBBS–Leads!
T3BehavioralTargeting

4. History of Internet 2000 to Future

5. Timeline History of Internet Marketing 2007 to Present
FordTier3DigitalAdvertising
2007 – 2008 – 2009 – 2010 – 2011 – 2012 - Future
GMTier3DigitalAdvertising
ADPAcquiresTheCobaltGroup
AutoTraderAcquiresKBB
AutoTraderAcquiresVinSolutions
AutoTraderAcquiresHomeNet
The “Minority
Report” Michael
Keranen Effect…

6. 1978: The First Computer Bulletin Board System, CBBS, Goes Online
Two 8" floppy disks driven by A S-100 board and a 300bps modem.
During a meeting of BBS industry folk in 1993 named the 2nd Annual
ONE BBSCON, the host had everyone in the room stand up. Then he
asked those who did not run a BBS to sit. Then those who didn't have
a Board in 1992. Then 1991, 1990, and so forth year by year.
When he reached 1978 only one person was still on his feet... As he
stood there alone the host said, "Folks, meet Ward Christensen.
Ward Christensen and Randy Suess develop the Computerized Bulletin
Board System (CBBS) in Chicago. Opened to the public the following
year, it is the first electronic message-posting network.
Christensen, a physicist by education and a mainframe programmer by profession, was an electronics hobbyist in his spare time. By the late
1970s he had become expert at programming computers to transfer files from one machine to another via modems and telephone lines.
Christensen and Suess lived in Chicago, where winters bring below-freezing temperatures and piles of snow, and in January 1978 there was
plenty of indoor time for programming and fiddling with digital equipment. The idea had been building for awhile, and that winter they decided to
devise a simple computer communication system. Christensen developed the software and Suess assembled the hardware.
On February 16, 1978, their system is complete; they name it the Computerized Bulletin Board System (CBBS). When it finally goes online to the
public in 1979, Christensen manages the system under the title "system operator" (soon shortened to "sysop"). CBBS operates like a virtual
thumb-tack bulletin board. Participants can post messages to a public "board," and others can read and respond to those messages, creating an
ongoing virtual discussion.
In November 1978 Christensen and Suess publish an article in Byte magazine, describing CBBS and outlining the technology for devising virtual
bulletin boards. The article drums up interest in CBBS and gives others the opportunity to build their own systems.
Since the ARPAnet is still restricted to defense-funded institutions, CBBS is the first civilian experiment in creating virtual community (apart from
time-sharing systems). In 1979 most individuals who own computers and modems -- or have access to and knowledge of computing hardware --
are computer hobbyists and scientists. So at first, most topics on CBBS hover within the realm of computers and electronic communication, but
eventually the talk broadens.
CBBS kindles a revolution in electronic communication. Virtual bulletin boards begin popping up around the country; they are given the generic
name BBS, for bulletin board system. Some cover a range of topics, and others are intended for highly specific discussions. By the early 1990s
most BBSs are connected to the Internet, and a whole new virtual world is introduced to BBS members, who had previously roamed within the
limited parameters of one system (or in some cases several interconnected systems).
1986
Lead Generation via Inventory
listings posted from stock cards
to San Diego Defense
Contractor BBS’s
 5053016369@Compuserve.net

7. 1995
Autobytel.com is credited with
inventing online car buying in
1995 and offers comprehensive consumer resources for vehicle
research, purchasing, ownership, safety and maintenance, as well as
unmatched dealer training, support and technology. Whether buying, owning or
selling a vehicle, Autobytel.com offers a comprehensive and positive consumer
experience. Their stock was trading at $40 in 1999 and is currently trading at
$.70.
Automotive Digital Pioneer:
AutoByTel

8. History
CarsDirect was founded in 1998 by Scott Painter, launched from the business incubator Idealab.
It was the first company to sell vehicles online directly to consumers, rather than referring
consumers to brick-and-mortar dealers as all other online car buying services did at the
time.[1][2][3] In 2000, Roger Penske invested in the company and joined the Board of Directors.[4]
In 2004, the firm began to expand into other "big ticket" consumer categories such as home
mortgage and real estate with the acquisition of web properties including BestRate.com and
LoanApp.com.[5] Reflecting its diversification, the company changed its name to Internet Brands
in 2005, and the company was restructured into several divisions focused on vertical markets.
The automotive operations now function as part of the automotive division of Internet Brands.[6]
Automotive Digital Pioneer:
CarsDirect

9. Automotive
Digital Marketing
The Vision Industry Pioneers had in 1998
1998 - 2004
Automotive Digital Pioneer:
CyberCar

10. TIPS
Automotive Internet Selling Strategy
1998 - 2013
Targeting Technology
Web 2.0 Engagement Technology
CRM Systems Technology
Showroom / Service Drive
Automotive Digital:
Sales Strategy

11. Automotive Digital Pioneer:
Sales Strategy

13. Automotive
Digital Marketing
Where will the best dealers go
to get their competitive
advantage in 2013 and 2014?

14. Targeting Technology
Automotive Digital:
Message Delivery

15. Digital Advertising Server Platform
Audience Targeting Methods
Sales Performance Based Results

16. AutomotiveDigitalMarketing.com

18. Social Media Marketing
and
Customer Relationship Management (CRM)
Made Possible by the Advent of
Customer Engagement on Massive Levels
Automotive Digital:
Competitive Advantage

19. Social Media Marketing
Advent of Customer Engagement
on Massive Levels
19

22. Phone
Flow

24. Dealer
Story, Article
or News
Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)

25. Facebook Advertising?
1. Set Up a “Profile” for each Dealer/GM/Manager
2. Create a “Group” for your Franchise/Brand
3. Create a “Fan Page” for your Community
4. Post Links to dealer eCommerce site content items
5. Remember the 80/20 Rule of Social Content

26. Ads were seen 7,201,334 times by Facebook
members who live near the dealership…
1,730 of those Facebook members clicked on
one of the two Facebook display
advertisements…
$1,595.25 spent for the Facebook Ad
Campaigns, each customer visit to our
community site or Fan page cost 92 cents
(CPC).
To show Facebook members our dealership ads
each 1,000 times (CPM), cost 22 cents…

27. Reputation Management
Social Media Holds Dealerships Accountable
for their Delivery of the Customer Experience

29. Why is Reputation Management Important to Car Dealers?

30. Why is Reputation Management Important to Car Dealers?

32. www.HerbChambersReviews.com

33. www.FeldmannReviews.com

35. www.LouFuszReviews.com

43. Retargeting
ODA
Retargeting
ODA

46. Can We Use The Internet To
Actually DO BUSINESS?
Our industry’s focus has been on bringing
people into showrooms and service drives…
“People won’t buy a car or service online”

49. What Are The Most Successful
Digital Dealers Doing Today…
Tomorrow?
Resources and budget for a
“Complete Digital Marketing
Strategy Implementation”

50. Comprehensive
Digital Marketing
Strategy
Online Display
Advertising
Search Engine
Advertising
Social Media
Advertising
(paid placement)
Social Media
Marketing
(content)
Reputation
Management
Websites
Microsites
Apps
Showroom
Process
Service Drive
Process
Email
& CRM
Customer
Communication
Process
Phone
Handling
Traffic
Engagement
Process
Revenue
Realization

51. Traffic
Engagement
Process
Revenue
Realization

52. Dear Ralph,
You can’t improve your digital marketing game
if you don’t know the score. The only way to
overcome your competition and increase the
ROI of your marketing is to view all your
marketing and advertising data holistically.

53. Slideshare.net/RalphPaglia

54. http://AutomotiveDigitalMarket.com

55. Automotive Marketing Links
• AutomotiveDigitalMarketing.com
• DealerElite.net
• Slideshare.net/RalphPaglia
• AutomotiveDigitalDealer.org
• AutomotiveDigitalDealers.com
• Facebook.com/groups/AutomotiveMarketing
• Facebook.com/groups/AutoSocial
• Twitter.com/ADMcommunity
• YouTube.com/autodigitalmarketing
Dealer Resources

56. www.ADMPC.com