Ralph Paglia Recommended Digital Marketing Strategy
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The best dealers in 2012 and 2013 will get competitive advantages from targeting technology like search engine advertising, online display advertising, social media advertising, and online video advertising. They will also leverage customer relationship management systems, retargeting strategies, and customer engagement on social networks. Dealers need to establish an online presence through profiles, groups, pages, and posts to engage customers and build their reputation through positive reviews. An integrated digital marketing strategy across websites, apps, display ads, video, search, and social media can help dealers increase traffic, sales, and return on investment.
Ralph Paglia Recommended Digital Marketing Strategy
- 1. Where are the best dealers going to get their competitive advantages in 2012 and 2013?
- 2. 1999 - 2012 Targeting Technology Web 2.0 Engagement Science CRM Systems / People Showroom / Service Drive
- 4. SEA ODA SMA OVA Targeting Technology Executive Summary Digital Advertising SEA – Search Engine Advertising ODA – Online Display Advertising SMA – Social Media Advertising OVA – Online Video Advertising Revenue Realization
- 6. Retargeting ODA Retargeting ODA
- 7. Made Possible by the Advent of Customer Engagement on Massive Levels
- 8. 8 Advent of Customer Engagement on Massive Levels
- 11. Phone Flow
- 13. Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow) DEALERSHIP SPONSORED SOCIAL NETWORK (community) Dealer Story, Article or News
- 16. 1. Set Up a “Profile” for each Dealer/GM/Manager 2. Create a “Group” for your Franchise/Brand 3. Create a “Fan Page” for your Community 4. Post Links to dealer eCommerce site content items 5. Remember the 80/20 Rule of Social Content
- 17. Ads were seen 7,201,334 times by Facebook members who live near the dealership… 1,730 of those Facebook members clicked on one of the two Facebook display advertisements… $1,595.25 spent for the Facebook Ad Campaigns, each customer visit to our community site or Fan page cost 92 cents (CPC). To show Facebook members our dealership ads each 1,000 times (CPM), cost 22 cents…
- 19. Social Media Holds Dealerships Accountable for their Delivery of the Customer Experience
- 21. Why is Reputation Management Important to Car Dealers?
- 22. Why is Reputation Management Important to Car Dealers?
- 26. Resources and budget for a “Complete Digital Marketing Strategy Implementation”
- 27. Process Phone Email Traffic Handling Marketing Online Customer Display Advertising Communication Online Process Video Advertising Email & CRM Search Engine Advertising Social Media Training – Process Advertising Implementation Social Media Marketing Service Drive Comprehensive (content) Process Digital Marketing Strategy POS Materials Websites Reputation Management Microsites Revenue Showroom Engagement Realization Process Apps
- 28. Traffic Process Revenue Engagement Realization
- 29. Dear Ralph, You can’t improve your digital marketing game if you don’t know the score. The only way to overcome your competition and increase the ROI of your marketing is to view all your campaign data holistically.
- 30. www.ADMPC.com
- 33. AutomotiveDigitalMarketing.com DealerElite.net Slideshare.net/RalphPaglia AutomotiveDigitalDealer.org AutomotiveDigitalDealers.com Facebook.com/groups/AutomotiveMarketing Facebook.com/groups/AutoSocial Twitter.com/ADMcommunity YouTube.com/autodigitalmarketing
Editor's Notes
- #10: PenskeSocial.com becomes the content repository and centralized distribution point feeding out across the social web and into the appropriate site profiles and accounts from amongst 300+ that have been set up to date for Penske Automotive Group.
- #11: Articles and content being syndicated out from the PenskeSocial.com hub social network contain references, citations, reviews and a wide range of content that all link back to PenskeCars.com
- #12: Penske Automotive Group’s syndicated profiles set up within over 200 of the web’s most popular business listing services and online directories such as Google Places, Yahoo Business Listings, Merchant Circle and more serve as a primary driver of inbound phone call traffic to the dealership’s sales and service departments.