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

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Presentation by Kristen Judd and Gary Marcotte at Digital Dealer 19 in Las Vegas, NV on October 6th, 2015

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

  1. 1. What Match.com, Tinder & Ashley Madison Have in Common with Automotive Digital Marketing v
  2. 2. In a digital world, we can’t forget that ultimately it’s relationships that matter the most.
  3. 3. Attraction
  4. 4. Looking for a Relationship Match.com
  5. 5. Digital Dealer Evaluation - Google SERP - Website Optimization - Reputation Management - Social Media
  6. 6. Website Traffic Up 40+% Down 50+% Most Improved DDE Least Improved DDE
  7. 7. Sales Growth 128%
  8. 8. Sales Growth 128% Vehicle Sales Growth for top performing dealerships in the Digital Evaluation compared to bottom performers
  9. 9. Interest Sparked
  10. 10. VIRTUAL DEALERSHIP Consumers Check Dealerships Out Too
  11. 11. Consumer Credibility Of Consumers Read Reviews To Determine The Quality Of A Local Business 88% Say Positive Reviews Made Them Trust A Local Business More 72% Trust Online Reviews As Much As Personal Recommendations 88% (Search Engine Land) Why Do Online Reviews Matter?
  12. 12. Service Retention 10 Points
  13. 13. Service Retention 10 Points Increase in service retention rate for the top third in DDE rating as compared to bottom third
  14. 14. Customer Satisfaction Sales CSI +1.5 Points Service CSI +2.7 Points
  15. 15. Customer Satisfaction Higher satisfaction scores for the top third in reputation score as compared to bottom third. Sales CSI +1.5 Points Service CSI +2.7 Points
  16. 16. Getting to Know You
  17. 17. Getting to Know Your Customer - Newsletter is Key - Content drives relationship - Streams create learning - Behavior is measured - Content shared on other channels
  18. 18. Getting to Know Your Customer Is a Worthwhile Investment 30% Engagement 28% Sales 61% Service
  19. 19. Content Builds Relationship - Content builds trust - Varies based on profile - Measures type of customer - Measures degree of commitment
  20. 20. Learning Determines Streams - Response determines next communication - Clicks build deeper learning - Content sharpens as relationship builds
  21. 21. Sometimes you’re just looking for a hook up… Tinder
  22. 22. 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
  23. 23. Deal Seeker Behavior RESPOND FASTER SERVICE MORE HIGHER RO VALUE
  24. 24. The Relationship Customer Notes 1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers - Purchased more than one vehicle - Regularly return for service - Recommend you to friends & family
  25. 25. Relationship Customer Behavior Notes 1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers Longer Time to Buy Buy More More Expensive Vehicle
  26. 26. Strengthening and Deepening the Relationship Over Time
  27. 27. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray Research how to do their own automotive service or repairs online--then take their vehicle for service anyway 4 of 10 Research the service tech’s recommendation 62% Automotive service “How To” videos hosted on YouTube 380,900 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.
  28. 28. 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:
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray
  35. 35. Keep the Spark Alive Ashley Madison
  36. 36. Relationship Lifecycle Attraction Interest Commitment Learning Each Other
  37. 37. Automotive Lifecycle Attraction Interest Commitment Learning Each Other
  38. 38. Taking An Integrated Approach Means Working Smarter, Not Harder Integrated. Branded. Always On.
  39. 39. - Approach like a relationship Key Takeaways
  40. 40. - Approach like a relationship - Build your online persona Key Takeaways
  41. 41. - Approach like a relationship - Build your online persona - Communicate with purpose Key Takeaways
  42. 42. - Approach like a relationship - Build your online persona - Communicate with purpose - Learn from your communication Key Takeaways
  43. 43. - Approach like a relationship - Build your online persona - Communicate with purpose - Learn from your communication - Tailor your messages Key Takeaways
  44. 44. - Approach like a relationship - Build your online persona - Communicate with purpose - Learn from your communication - Tailor your messages - Invest in the relationship Key Takeaways
  45. 45. - 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 Key Takeaways
  46. 46. And they lived happily ever after.

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