PROSUMERISM AND THE DIGITAL AGE WHY THE NEW HEROES

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PROSUMERISM AND THE DIGITAL AGE WHY THE NEW HEROES
CAR DIGITAL DEALER CONFERENCE
NOVEMBER 2015
JEFF OSBORNE
CLASSIFIEDS ARE A GROWING GLOBAL PHENOMENON
DRIVEN BY USER NEED & BUSINESS OPPORTUNITY
The industry is driven by the CONSUMER
The need to align and keep pace with our
customers
Transaction process must embrace reality
VEHICLE PURCHASING PROCESS TAKEN
OVER BY THE CONSUMER
80%
OF PURCHASING
PROCESS
TAKES PLACE
ONLINE
SEARCH ENGINE TECHNOLOGY
GUMTREE’S PHENOMENAL
GROWTH IN SOUTH AFRICA
Auto attracts 94,000 unique visits
a day
24 million visits per month
4.5 million of these visitors are
UNIQUE BROWSERS
700 000
LIVE ADS
50 000
ADS PER DAY
LARGEST (BY LISTING)
SELECTION OF AUTOS
AND THERE’S MORE…
38 million page views p/month
User spending an average of 9 mins p/visit
Autos positioned to become Nr 1 vertical
Innovation & differentiation
Model based on partnering with industry
Digitalisation of your stock offered at low cost per
transaction
VALUE-ADDED MARKETING
ABL: Television, Radio, Outdoor
Paid search and remarketing
Mobile search
Gumtree App
TV SUPPORTED BY ON THE GROUND CONSUMER
ENGAGEMENT & PROMOTION
• #secretstash on Jacaranda FM
• Giveaway of car, 80k in gadgets & 10k in petrol
• Live giveaway as sponsor of Jacaranda Day
AUTOS IS THE LARGEST CATEGORY AND RECEIVES
SIGNIFICANT FOCUSED MARKETING ATTENTION
• Consistent media
engagement: 12 million of PR
value since August 14
• Official sponsor of Car
Conference 2015
• 25% of social promotion
focused on Autos
• Sponsor of Historic Motor
Racing series
100% of used vehicles are listed online
79% of new stock cars are listed online
4 of 5 touch points in the consumer journey are digital
Car buying process has shortened from 6 to 3 months
Number of dealers’ customers plan to visit: 1-3 for 65%
Number of offers they plan to consider, before buying or leasing a car: 1-3 for
64%
Of 7m used cars sold per year, 2/3 get sold via the 2 major automotive
classifieds (verticals) platforms
Of those who specified a new car online, sent a lead and bought it from a
responding dealer, 40%go through mobile.de after only 2 years in the market
Team of highly experienced people
World Class dealer dash board
Price dramatically lower than our competitors
Nr 2 Market Share Slot in just after 8
One free call tracking number p/dealership
Accept feed from any source
THANK YOU