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

What Match.com, Tinder and Ashley Madison Have in Common With Automotive Digital Marketing from 3 Birds Marketing LLC

 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.