This document discusses how automotive dealerships can approach digital marketing in the same way that dating sites like Match.com and Tinder approach connecting people. It recommends treating customers like relationships by building an online presence, communicating purposefully, learning from customer interactions, tailoring messages, investing in the relationship over time, and creating an integrated digital ecosystem. The key is approaching marketing like a relationship in order to attract, engage, and retain customers long-term.
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?
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
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
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
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 period5.
70 Million Google Searches for after-market service-related content are conducted each month4.
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 brakes page
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 brakes page
91% NO oil change page
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 brakes page
91% NO oil change page
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 brakes page
91% NO oil change page
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 brakes page
91% NO oil change page
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
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