Gm i mr adp0812-rp-v1

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Digital Marketing PackageDigital Marketing Package

Modified by Ralph Paglia:ADP & GM Solution Alignment Opportunities in Yellow Font

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Digital Marketing Package – Comparison Matrix (1)Digital Marketing Package – Comparison Matrix (1)

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Digital Marketing Package – Comparison Matrix (2)Digital Marketing Package – Comparison Matrix (2)

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Overall Goals of Digital InvestmentOverall Goals of Digital Investment

Better alignment of media spending with media consumption (fish where the fish are)

Get consumers to our dealers as quickly as possible

Deliver a richer consumer online shopping experience

Provide GM and its dealers with a competitive advantage

Better alignment of media spending with media consumption (fish where the fish are)

Get consumers to our dealers as quickly as possible

Deliver a richer consumer online shopping experience

Provide GM and its dealers with a competitive advantage

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IMR ParticipationIMR ParticipationDefault participation … Dealers must opt-out Must participate in the GM Certified Internet Dealer ProgramAll participating dealers receive digital package (free of charge)

Default participation … Dealers must opt-out Must participate in the GM Certified Internet Dealer ProgramAll participating dealers receive digital package (free of charge)

- Lead Delivery

- Dealer Website

- Paid Search

- Dedicated Advocate

Potential ADP Digital Ad Solutions that fit/complement GM IMR Program:

- Campaign Microsite Lead Delivery via GM OneSource pipeline

- Multimedia Online Display Advertising

- GM Marketing asset integration into ADP Digital Advertising creative assets

- ADP Virtual Marketing Managers communicate & coordinate with Cobalt Dedicated Advocates

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Package Is Far More Than A Website… Package Is Far More Than A Website…

OneSource “Pipe”

•Delivered over 3 Million leads to dealer in 2007

•Consolidates ALL leads and provides to dealer in one place

•Compatible with 30+ CRM and Lead Management applications

ContextualTargeted AdPlacements

BehavioralTargeted AdPlacements

IntelligentMarketingeNewsletters

Ad Campaign Microsites

•Virtual Marketing Reps (VMR)•Offline/Online Ad Campaign Integration•Digital Buying Access to Radio, TV, Print•GM Marketing Asset Utilization

•BT Delivers Message to in-market shoppers•GM Tier 3 access to Premium Site Networks

• eNewsletters Drive Traffic to IMR website• Whitelisted servers = 99% Delivery• Extend Marketing reach to LT shoppers

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GM OneSource Lead Delivery

GM OneSource Lead Delivery

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OneSource Lead Delivery “Pipe”OneSource Lead Delivery “Pipe”

Consolidates and delivers ALL lead types to dealer in ONE place

Enables Metrics

Compatible with more than 30 CRM and lead management applications

Point of Clarity: Cobalt has nothing to do with the “pipe”…

OneSource Lead Delivery “Pipe”

LMG Leads

GM Website Leads

3 rd Party Leads

Handraisers

Leas

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rtfol

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Event L

eads

Direct

Mail

Man

ifest

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Regio

n Man

ifest

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Dealer Website Leads

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GM DEALER WEBSITESGM DEALER WEBSITES

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GM Dealer Websites Are Driven By Consumer NeedGM Dealer Websites Are Driven By Consumer Need

Consumers want price, inventory and location… not flash and games

Focus: - Marketing messages

- Consumer experience

- Driving leads to dealers

Consumers want price, inventory and location… not flash and games

Focus: - Marketing messages

- Consumer experience

- Driving leads to dealers

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Advantages of Core Dealer WebsitesAdvantages of Core Dealer Websites

• Exclusive Link on Divisional Locators

• Exclusive GM Promotion Integration

• Automated National and Regional Incentives

• Exclusive OnStar OVD Integration

• Window Stickers, CUV/CPO Integration

• Compatible With OneSource Lead Delivery (Pipe)

• Managed By A ProActive Care Dealer Advocate

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Importance of GM Dealership WebsitesImportance of GM Dealership Websites

Produce higher returns:

5x more likely to convert visitor to lead than our own brand sites

Among the highest close rates of any Internet leads

Produce higher returns:

5x more likely to convert visitor to lead than our own brand sites

Among the highest close rates of any Internet leads

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PROACTIVE CARE DEALER ADVOCATEPROACTIVE CARE

DEALER ADVOCATE

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ProActive Dealer Care Process ProActive Dealer Care Process

1. Research

• Organic Search Analysis

• Dealer Business Goals

2. Plan

Website Marketing Plan

• Dealer Provided Content

• Specials

• Leverage Offline Advertising Online

Organic Search Engine Optimization Plan

• Homepage Content

• Keywords, Tags

• Landing Pages

3. Implement / Report

• Website Improvements

• Organic Search Optimization

• Monthly Reporting

• Quarterly Planning Meetings

• Upgrade Paths Based on Business Goals

GM Dealer Dedicated Support

GM Dealer Dedicated Support

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PAID SEARCH & LANDING PAGES

PAID SEARCH & LANDING PAGES

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IMR Addresses consumer needs at each Tier

Divisional Websites

DMA/Regional & LMA

Landing Pages

Dealer Websites

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DMA Landing PagesDMA Landing Pages

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DMA Landing PagesDMA Landing Pages

Model Availability

Model Availability

Website Integration– View Address– Tracked Calls– Contact dealer– View Inventory– View Specials– Get Directions

Website Integration– View Address– Tracked Calls– Contact dealer– View Inventory– View Specials– Get Directions

Local Market Branding

Lead Generation

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DMA Landing PagesDMA Landing Pages

Displays all dealers in DMA participating in iMRA consumer-centric local market experienceMeasure brand advertising at local level Track results and improve over time

Displays all dealers in DMA participating in iMRA consumer-centric local market experienceMeasure brand advertising at local level Track results and improve over time

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Connecting the DotsConnecting the DotsCadillac CTS

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GMC Acadia

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Hyper Local Search Results ExampleHyper Local Search Results Example

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Direct-to-Dealer WebsiteDirect-to-Dealer Website

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Same Store Pre/Post iMRSame Store Pre/Post iMR

How effective is the package?

10% increase in dealer website visits (year-over-year)

40% increase in in-market leads (year-over-year)

How effective is the package?

10% increase in dealer website visits (year-over-year)

40% increase in in-market leads (year-over-year)

31

2007 vs. 2008