Ralph Paglia Recommended Digital Marketing Strategy

Where are the best dealers going to get their competitive advantages in 2012 and 2013?

1999 - 2012

Targeting Technology

Web 2.0 Engagement Science

CRM Systems / People

Showroom / Service Drive

Targeting Technology

Revenue Realization

SEA ODA SMA OVA

SEA – Search Engine Advertising

ODA – Online Display Advertising

SMA – Social Media Advertising

OVA – Online Video Advertising

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Retargeting ODA

Retargeting ODA

Made Possible by the Advent of Customer Engagement

on Massive Levels

Advent of Customer Engagement on Massive Levels

8

Phone

Flow

Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)

Dealer Story, Article

or News

DEALERSHIP SPONSOREDSOCIAL NETWORK

(community)

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

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…

Social Media Holds Dealerships Accountable for their Delivery of the Customer Experience

Why is Reputation Management Important to Car Dealers?

Why is Reputation Management Important to Car Dealers?

LouFuszReviews.com

Resources and budget for a

“Complete Digital Marketing Strategy Implementation”

Comprehensive

Digital Marketing

Strategy

Email Marketing Online

Display Advertising

Online

Video

Advertising

Search Engine

Advertising

Social Media Advertising

Social Media Marketing

(content)

Reputation Management

Websites

Microsites

Apps

Showroom

Process

POS

Materials

Service Drive

Process

Training – Process

Implementation

Email

& CRM

Customer Communication

Process

Phone

Handling

Traffic

Engagement

Process

RevenueRealization

Traffic

Engagement

Process

RevenueRealization

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.

www.ADMPC.com

Slideshare.net/RalphPaglia

http://AutomotiveDigitalDealers.com

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