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

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

1. What Match.com, Tinder
& Ashley Madison Have in Common
with Automotive Digital Marketing
v

2. In a digital world, we can’t forget that ultimately it’s
relationships that matter the most.

3. Attraction

4. Looking for a Relationship
Match.com

6. Digital Dealer Evaluation
-Google SERP
-Website Optimization
-Reputation Management
-Social Media

7. Website Traffic
Up
40+%
Down
50+%
Most Improved DDE
Least Improved DDE

8. Sales Growth
128%

9. Sales Growth
128%
Vehicle Sales Growth for top performing dealerships in
the Digital Evaluation compared to bottom performers

10. Interest Sparked

11. VIRTUAL
DEALERSHIP
Consumers Check Dealerships Out Too

12. 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?

13. Service Retention
10 Points

14. Service Retention
10 Points
Increase in service retention rate for the top third in DDE
rating as compared to bottom third

15. Customer Satisfaction
Sales CSI
+1.5 Points
Service CSI
+2.7 Points

16. 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

17. Getting to Know You

18. Getting to Know Your Customer
-Newsletter is Key
-Content drives relationship
-Streams create learning
-Behavior is measured
-Content shared on other channels

19. Getting to Know Your Customer Is a
Worthwhile Investment
30%
Engagement
28%
Sales
61%
Service

20. Content Builds Relationship
-Content builds trust
-Varies based on profile
-Measures type of customer
-Measures degree of commitment

21. Learning Determines Streams
-Response determines next
communication
-Clicks build deeper learning
-Content sharpens as relationship
builds

22. Sometimes you’re just looking for a hook up…
Tinder

23. 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

24. Deal Seeker Behavior
RESPOND FASTER SERVICE MORE HIGHER RO VALUE

25. 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

26. 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

27. Strengthening and Deepening the
Relationship Over Time

28. 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 period
5
.
70 Million Google Searches for after-market service-related content are conducted each month
4
.

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:

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 brakespage

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 brakespage
91% NO oilchangepage

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 brakespage
91% NO oilchangepage
51% NO tires page

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 brakespage
91% NO oilchangepage
51% NO tires page
1 Out Of 5 Did Not Have Active Service Specials
Or Coupons

34. 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 brakespage
91% NO oilchangepage
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

35. Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray

36. Keep the Spark Alive
Ashley Madison

37. Relationship
Lifecycle
Attraction Interest
Commitment
Learning
Each Other

38. Automotive
Lifecycle
Attraction Interest
Commitment
Learning
Each Other

39. Taking An Integrated Approach Means Working
Smarter, Not Harder
Integrated.
Branded.
Always On.

40. -Approach like a relationship
Key Takeaways

41. -Approach like a relationship
-Build your online persona
Key Takeaways

42. -Approach like a relationship
-Build your online persona
-Communicate with purpose
Key Takeaways

43. -Approach like a relationship
-Build your online persona
-Communicate with purpose
-Learn from your communication
Key Takeaways

44. -Approach like a relationship
-Build your online persona
-Communicate with purpose
-Learn from your communication
-Tailor your messages
Key Takeaways

45. -Approach like a relationship
-Build your online persona
-Communicate with purpose
-Learn from your communication
-Tailor your messages
-Invest in the relationship
Key Takeaways

46. -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

47. And they lived happily ever after.