challenges - Digital Dealer

Transcription

“WHERE HAVE ALL
THE LEADS GONE?”
Successful strategies to analyze and target
the new “digital up”
LARRY BARDITCH, VP DIGITAL STRATEGY & INNOVATION
LARRY BARDITCH | MSA ADVERTISING | VP, DIGITAL STRATEGY | [email protected]
A few random facts about me…
So we’re not complete strangers!
former eCommerce Director
Contributing writer,
Industry speaker
3 Requests
1.Please turn cell phones to vibrate.
2. Please hold questions to the end.
3. RELAX. ENJOY.
No need to take photos of every slide. All attendees will receive copies of the presentation.
…with glossary, citations, etc.
LARRY @ MSA advertising . com
“SEND ME
THE DECK”
Advertising
Exec
Sales Manager
General
Manager
Raise your hand
If you deal with difficult people like this at work
If you didn’t raise your hand, you probably ARE
one of these people!!!
I know 50% of my advertising “sticks”
I just don’t know which 50%
“Spray & Pray”
Here’s what you already know…
Auto shoppers spend:
11-15 hours online research
18-24 touchpoints
The NEW digital consumer is “always ON”
Connectivity is a way of living
The average person
checks their phone:
e150x/day
66%
Spend equal time
with online video
as they do TV
75%
Update their Social
Media profiles daily
On average, consumers are exposed to more than
5,000 advertisements/brands PER DAY
…only 12 will make an impression
Source: Media Dynamics, inc. Sept. 2014
A couple of things you might not know
Every political cycle (4 years)….
National vehicle registrations go DOWN
2015 SAAR : estimated 17.5M vehicles sold
2016 est. SAAR : 16.5M
The challenge…
The Automotive
“path to purchase” is no longer linear
85% of shoppers START shopping on one device, but finish on another
20% of all sales are influenced by MOBILE in some way
46% of internet users consult Social Media
when making a purchase decision
WHO do you market to? WHEN? WHERE?
Strategies to: A. Target B. Recognize C. Analyze
the “new digital up”
and create more of them….
**DISCLAIMER**
Solution: Turn INSIGTS into ACTION
1. Hyper-Targeting
50%
2. Highest Probability
(limited budget)
10%
vs.
OLD
NEW
+ actionable data
=
By utilizing hundreds of available “data points” to evaluate,
build and execute successful targeted campaigns
Thousands of “stats” on ANYTHING you want
$UCCE$$FUL companies use Data-Driven Campaigns
past/current behaviors, audience segmenting or
online patterns that deliver a “personalized” experience
Differentiating difference between
“intent” and content?
+
=
Intent
+
Understanding user’s “intent” to create messaging
Pizza
Intent
• What's actually on their mind
Understanding Context-Device, Location & Time
Intent
Pizza
• What’s on their mind
On phone
On laptop
Downtown
At home
12 noon
5:30pm
Context
• Device
• Location
• Time
Relevance
Delivering the right message,
Relevance
– The
Right
Message,
Thetime
Right Time
to the
right
person,
at theAt
right
On phone
Downtown
12:00p
On laptop
At home
5:30pm
Saratoga Pizza– Order online, ready in 15 minutes.
www.saratogapizza.com/
Fast, free delivery or dine in.
118 people +1'd or follow Saratoga Pizza
Order Online Now
$7 Dine-in Lunch Specials
Delivery Map
Office Delivery Menu
Saratoga Pizza – Order online, ready in 15 minutes.
www.saratogapizza.com/
Fast, free delivery or dine in.
118 people +1'd or follow Saratoga Pizza
Order Online Now
2 Large Pizzas for $15
Delivery Map
Dinner Salads and Desserts
Summer baseball tournament / family vacation
started with a search for hotels in Emerson, Ga
Take a page from the Pro’s playbook…
June 29th searched for hotels on Orbitz
June 30th received email
for 15% off hotels
July 1st another email, with greater savings enticement
Take a page from the Pro’s playbook…
Looked at a Holiday Inn
as one of my choices
AND searched for
rental cars on priceline
Competing travel giant
wanted my business too
EXECUTION
WHO to market to?
WHERE to market?
WHAT to market?
Right Message > Right Consumer > Right Time
Let’s first examine some of the
challenges we face
REPORTING CHALLENGE
MOST CRM’s and Websites are designed to show only
ONE “Source” and “Last Click” Attribution
+
+
REPORTING CHALLENGE
What is “OTHER” ?
Defining your traffic…
REPORTING CHALLENGE
“Other” is a Google default junk bucket
• URL’s not tagged correctly?
• Analytics not implemented correctly?
• “quirk” in GA default channel grouping?
YES; all of the above
REPORTING CHALLENGE
Understand where the “who” came from
Stimulus > Assist
> Converter
The right vendor, using the right technology, will help you decipher that
DIGITAL MARKETING CHALLENGE
Dealership
=
Dentist Office
Industry “agnostic”
Not built for automotive;
only recognizes keywords, landing page URL, relevancy
Keyword: +Honda +Miami = car sales
VENDOR Challenge
the “cookie-cutter” set it-and-forget it Strategy
VENDOR Challenge
the “cookie-cutter” set it-and-forget it Strategy
Consumer attention deficit Challenge
Human attention Span 2000: 12 seconds
Human attention Span 2013: 8 seconds
Attention Span of a goldfish: 9 seconds
The average mobile page load is
7 seconds
Source: Statisticbrain.com/statistics-attention-span-study
The “new digital consumer” WANTS you to know who they are
and WANTS you to deliver a more personalized message
AND NOT WASTE THEIR TIME
WHO?
Start by “FLIPPING” the traditional sales funnel
for optimizing adwords success for Automotive Success
Buyers $$$$$
Suspects $$$
Browsers $$$$
Prospects $$$
(researchers)
Prospects $$
Browsers $$$
(researchers)
Suspects $
Buyers $$$
Traditional Funnel
Advertising $$$
Evenly distributed
“Flipped” Funnel
Targeted Advertising
$$$ distribution
If you had only ONE advertising dollar to spend….
1
2
3
4
Buyers $$$$$
Browsers $$$$
Prospects $$
(researchers)
Suspects $
Chevy Tahoe LTZ in black $$$$$
Chevy Tahoe for sale in [city] $$$$
Chevy vs. Ford $$
SUV vs. Minivan $
Chevy Tahoe LTZ
in black
$$$$$
404 error
page not found
How do you
Re-Engage?
80% abandon
website without
submitting info
Keep the new digital up engaged with hyper-targeted
and relevant ads
Dynamic Inventory retargeting vs. standard display ads
Standard ads: Pre-Determined by advertiser network (branding)
Dynamic: Personalized to the interests of target based upon data such as
user demographics, search history, site visits and many more attributes.
Keep the new digital up engaged with hyper-targeted
and relevant ads
Be Relevant, not Creepy
Intrude on their privacy and you may lose them forever
Relevancy
There’s fine line between _______________
Intrusive
If by chance, they DO submit a lead…..
Don’t be this BDC email response!
Service Loyalty is remarkably low
(can you say LOW HANGING FRUIT)
$215B
Opportunity
$88.2B
Source: The Changing Service Loyalty Landscape, DMEAutomotive, 2012
Toyota Camry Brake Service – $25 instant coupon
www.ABCToyota.com/camrybrakeservice
Certified Technicians. Factory Authorized Parts
Schedule your brake service today. (888) 555-5555
Ratings: Value 10/10 – Cost 10/10 – Comfort 9/10
Automotive “pay-per-click” budgets
Automotive CPC is on the bottom of PPC food chain costs…
Avg. Automotive CPC >$3.00
“WHAT”
Beyond photos and comments…
Best use of limited
digital ad budget???
Would you take out a full page newspaper ad highlighting the FIT ???
1 in Stock
Why does this happen?
Digital Advertising does not link Merchandising with Advertising
Poorly
merchandised
$
High Demand
(low inventory)
$
Market
Indicators
$
Use technology to analyze your BEST opportunities
and allocate marketing dollars accordingly
“WHERE”
Disease called: Round Radius Deficiency
“WHERE”
Round Radius Deficiency
Round Radius Deficiency
Do your most expensive
cars sell in the same GEO
as your least expensive???
$19.95 Oil Change-Honda Accord-Aventura, FL
Free Car Wash. Ask about our rewards program.
www.aventura honda.com
Call (888) 888-8888 for a VIP appointment
$9.95 Oil Change-Honda Accord-Aventura, FL
Free Wi-Fi Lounge. 44 minute guaranteed.
www.aventura honda.com
Call (888) 888-8888 for a VIP appointment
20+
miles
>10
miles
Change messaging based on GEO, Device and Ad Scheduling
Some digital marketing is about
Location, Location, Location
(a.k.a. Geo-Fencing)
•
Use location to personalize message
•
Reach consumers when they are
present and engaged
•
Create highly-targeted,
personalized offers based on
location
GEO Fencing > location based competitive targeting
Beacon Technology > location based competitive targeting
Social Media ADVERTISING
is both a push/pull opportunity
How do you match user generated content and behavior to
deliver a relevant message?
Bought
Offer
FACEBOOK SERVER “FARM”
Tens of thousands of servers
Harvesting millions of profiles, behaviors, photos, etc.
How to leverage
FACEBOOK’s SERVER “FARM”
CORE Audiences
Reach people based on:
• Demographics
• Interests
• Location
• Behavior
CUSTOM Audiences
Reach people based on:
• Your CRM data
• Website visitors
• 3rd Party data
LOOKALIKE Audiences
Reach people based similar
characteristics to your:
• Customers
• Prospects
• Website visitors
• Page fans
Targeted social media ads based on
Demographics, Friends, Groups, Interests and Behavior
Sponsored posts based
on your “friends” likes
Interests & Likes
Who Do
I know that
drives a Ford
F150?
Dealer Website
Successful retailers have
been doing this for years!
Social Media
Low Cost Engagement
Audience Segmenting
Great Reporting
VS.
Is ios9 search taking on Google???
VS.
Apple Maps is the 9th most popular “APP” (42M)
Search queries will bring up local results from
apple maps and links to relevant apps
• ios9 search results in Safari, Spotlight or Siri will
include content directly from within apps,
even if they aren’t downloaded on user’s device
•
•
ios9 introduces a variety of api’s to enable indexing
of BOTH public and private content.
Changes in Dealership listing ads (mobile)
Google’s organic “7” pack is now a “3” pack (desktop)
No more links to google +
Only Reviews…
Are you planning for the holidays yet?
Source: National Retail Federation Monthly Consumer Survey
Are you planning for the holidays?
Thanksgiving 2014 – All Clicks – All Devices
Black Friday 2014 – All Clicks – All Devices
Cyber Monday 2014 – All Clicks – All Devices
CONTACT INFO
“SEND ME
THE DECK”
Full Name: LARRY BARDITCH
Company: MSA ADVERTISING
Job Title: VP, DIGITAL STRATEGY
Email: [email protected]
Share an important takeaway you received from this session
using hashtag #DD19 for a chance to win an iPad

challenges - Digital Dealer

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