automotive internet marketing trends that will make 2013 a stellar year
TRANSCRIPT
Automotive Internet Marketing Trends that will Make 2013 a Stellar Year
JD Rucker
Director of New Media
Presenter
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#DealerWeb
Becky Ross @kpaonline
2013 – 7 Most Important Components
1. Behavioral Targeting
2. Advancing Marketing Practices
3. The New Search Marketing
4. Mobile-Specific Marketing
5. Social Media Promotions
6. Progressive Website Management
7. Reputation Building
Behavioral Targeting
Behavioral Targeting
• Retargeting
– Direct branding and brand perpetuation
– Event- and season- specific advertising
– Cheap
• Video Prerolls
– Exactly the same as Retargeting, but with video
• “Johnny on the Spot” Website Content
– Trend-hunting
– Dynamic content creation
Advanced Marketing Practices
Advanced Marketing Practices
• Email Marketing – Trust factor is back in play
– Off topic is right on target
– Think mobile first
• Aggressive BDC Outreach – Social CRM
– Text, Social, Phone, Email
• True Content Marketing – Why Every Dealership Needs a Journalist… for Online
Marketing
The New Search Marketing
The New Search Marketing
• Google and 3rd Party Sites – Eyes set on AutoTrader and Cars.com
– Check the automotive social sites daily
• SEO is Dead… for everyone else – The gap has widened tremendously
– Competitors are dropping off quickly
– Manual quality is trumping automated quantity
– Three keys
• Content
• Links
• Social Signals
Mobile-Specific Marketing
Mobile-Specific Marketing
• Adaptive Websites Will Work… Someday
– Automotive data and images are too big
– Speed is everything
– Full site for tablets, mobile site for smartphones
• QR Codes, SMS, and NFC
– Not universally effective
• The Key to Mobile in 2013 – Presence
– Siri and Google Now
– Geo-Targeted Search Results
– GPS-Enabled Navigation from Location to Dealership
Social Media Promotions
Social Media Promotions
• Focus on the Proven
– Facebook, Twitter, Google+
– Paid promotion is cheap
• Aware of the Potential
– Pinterest, Foursquare, Tumblr, Instagram, Scoop.it
– Don’t jump but keep your eyes open
• Following the Content Path
– Website as the hub
– Facebook and Google+ - Longer form sharing
– Twitter, Pinterest, others – Shorter Format
Progressive Website Management
Progressive Website Management
• Build on Your Website Constantly
– Add conversion pages
– Add SEO and social support pages
• Tell a Story on the Important Pages
– What is Your Dealership's Personality?
– Specials, inventory, and…
– Hours and Directions
• Regarding a True CMS (rant!)
– The most important change your can make in 2013
– The web moves too quickly for emails and phone calls
Reputation Building
Reputation Building
• Building through Reviews
– Too many changes coming to talk about here
– Throw old practices out the window
• Guided by Search and Search Alone
– There are only two or three review sites that matter
– Improve or push off?
• Promote Your Reputation
– Be visual
– On the website
– On social media
