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What Match.com, Tinder and Ashley Madison Have in Common With Automotive Digital Marketing

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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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