page contents Automotive Thought Leadership: Ralph Paglia: July 2015 My title page contents

Wednesday, July 29, 2015

Email Marketing Benchmarks for Automotive from eMarketer and IBM

2015 Email Marketing Metrics Benchmark Study

Silverpop's annual report of email marketing benchmarks is back, offering automotive marketers 15-plus open, click-through and list churn metrics to pore over and delivering more visuals and observations than ever. This year's study turned up a few surprise findings among the statistics generated by nearly 750 companies worldwide:

Transactional messages continue to generate much higher customer engagement than broadcast email.

Transactional emails performed markedly better than nontransactionals, particularly those sent by the top quartile of companies. These generated a 72 percent open rate and a 30 percent click rate. The statistics underscore their importance as part of an effective email program.

Companies representing Computer Hardware and Telecommunications, Corporate Services, Insurance, Hospitals/ Health Care and Consumer Products performed consistently better than others this year.

Content marketing is likely one of the factors that helped propel the Computer Hardware and Corporate Services verticals to the top. These B2B companies typically send value-added email newsletters that give subscribers reasons to open, click and retain for further reading with content such as industry news, best practices, case studies and tips.

Although each one might not have "led the league" on each metric each time, across all measurements they were regularly among the top three. Emails in these categories generally are more likely to be personalized to the subscribers or to contain highly relevant information, which leads to higher opens and clicks as well as more opens per opener and clicks per clicker.

These are some of the most relevant emails car dealers, ad associations and OEM's can send because they speak to actions your customers have taken and represent another avenue to broaden engagement with the dealer or car company.

One factor that distinguishes Silverpop's annual benchmark survey is that it goes beyond simply reporting statistics to look at how the auto industry compares to other verticals on email marketing performances. The full report notes the verticals which outperformed others most frequently on most metrics.

Silverpop, An IBM Company
 2015 Email Marketing Metrics Benchmark Study 
 See how you measure up across 19 open, click-through and list churn metrics. 
Download Now

 Looking to improve email performance, but unsure how you compare to your peers? Without competitor data, gauging where you stand can be difficult.Download 

 With the exclusive "2015 Email Marketing Metrics Benchmark Study," this key industry data - and much more - is at your fingertips. Discover how you measure up across more than 15 open, click-through and list churn metrics, plus get insights on: 
  • Deeper metrics, such as click-to-open rate and transactional message data
  • International comparisons from across the world
  • Benchmarks beyond "average," including median and top-performing quartiles
  • How you can use this data to improve your email program

Download Study
Sent from @RalphPaglia's iPad 

Tuesday, July 28, 2015

Top Members List - Automotive Digital Marketing ProCom

Top Members this Month - Automotive Digital Marketing ProCom

20 Most Popular Automotive Marketing Community Members of Past 30 Days Based on Total Views of Content Posted

Top Members 

1 Joseph Little

Joseph Little

Mission, KS, United States
2 Jasen Rice

Jasen Rice

3 David Metter

David Metter

Atlanta, GA, United States
4 Ralph Paglia

Ralph Paglia

Las Vegas, NV, United States
5 Black Book

Black Book

Lawrenceville, GA, United States
6 J.D. Rucker

J.D. Rucker

Ladera Ranch, CA, United States
7 Jeff Glackin

Jeff Glackin

Dayton, OH, United States
8 Mike Esposito

Mike Esposito

Clifton Park, NY, United States
9 Betty Rose

Betty Rose

Victoria (VIC), Australia
10 Betty Jane Dunn

Betty Jane Dunn

Austin, TX, United States
11 Roger Hawkins

Roger Hawkins

Urbana, IL, United States
12 Peter Lee

Peter Lee

Fairfax, VA, United States
13 Joe Orr

Joe Orr

Vancouver, WA, United States
14 Jirakee jones

Jirakee jones

syndey, Australia
15 Mark Frost

Mark Frost

Rindge, NH, United States
16 Arnold Tijerina

Arnold Tijerina

Chapel Hill, NC, United States
17 Paul Potratz

Paul Potratz

Schenectady, NY, United States
18 Brian Cox

Brian Cox

Des Moines, Iowa, United States
19 Crystal Hartwell

Crystal Hartwell

Culver City, CA, United States
20 Kristine J. Bech

Kristine J. Bech

Odense, Norway

Wednesday, July 15, 2015

Social Media Update - Automotive Digital Marketing

Social Media Update - Automotive Digital Marketing 

This Week in Social Media and What it Means to You

Facebook News Feed Controls

In an effort to allow even more personalization, the Facebook News Feed Preference page now offers new choices for users to select: Prioritize who to see first, Unfollow people to hide their posts, Reconnect with people you unfollowed, and Discover new Pages. By clicking once of these options, users are able to customize their Facebook feed and interact with the content they most like to see. Available now on iOS, the newest capabilities will roll out on Android soon. While Facebook is giving consumers more power to filter their news feeds, automotive dealerships should take heart. By continuing to post relevant and interesting content and spreading the positive word about your dealership, you will be found on the Discover new Pages feed, so keep networking with employees and customers and asking them to share your posts on Facebook.

Twitter Ads Companion
Available to all Twitter users on iOS or Android devices, this Twitter tool makes it easier for marketers to keep an eye on campaigns via mobile devices, and the Ads Companion allows marketers to see things like impressions, engagement, spend, cost per engagement, and engagement rate.  An account summary and the performance of specific campaigns are now viewable within the Twitter app. Busy dealership marketers running Twitter ad campaigns will find this tool invaluable for tracking ads in real time.
Twitter Personas
Twitter recently introduced Personas, an update to the Audience Insights dashboard that offers a new way to learn about targeted groups of users and then market to them in specific campaigns with just a click. Personas allows marketers to break users down into individual groups and then target them by learning more about their behaviors, preferences, and purchasing trends. For example, if marketers are looking to target millennials, clicking on the Millennials persona would take them directly to information regarding that consumer group. Marketers will still be able to keep user information private, and at the same time, they will be able to target and pinpoint new audiences. Professionals in the automotive industry should pay attention to this newest update because it will allow more flexibility in tailoring and delivering messages to your targeted audience.
LinkedIn Analytics
LinkedIn announced analytics for publishing, which is a great way to measure exactly which of your posts are resonating most with your followers. By utilizing this tool, you’ll know which professionals are interested in the topics you are presenting, and you’ll be able to see how many people are reading and sharing your insights. Users can see a summary of views, likes, shares, and scrolling further down the page—all great ways to take note of who is being generous with your posts and plan future posts according to audience interactionAuto dealerships take note: you’ll not only be able to see who’s reading and following your posts, but you’ll also be able to pinpoint them by industry and location. The patterns of behavior you see formulating will help you grow even more traffic for the future!
Google+ Collections
Get ready for a brand-new way to organize your posts by topic. Google+ users are happiest when they can connect and be social with other users, so the introduction of Google+ Collections is right up their alley. Collections can be shared, kept private, or shared with a specific group of people—and once a user’s first collection is created, the profile will display a new tab allowing others to locate and interact with the user. A Featured Collections page offers plenty of inspiration for new users to get started. Currently only available on Android and the web, iOS is soon to follow. For savvy automotive dealerships, Google+ Collections will allow you to create and post groups of auto reviews, pictures, or comparisons for your customers to follow.
Meerkat Address Book Integration
Meerkat and Facebook might be ganging up on Twitter and Periscope.  How?  They’ve made it easier than ever to push your live and upcoming video streams to Facebook [via Meerkat] with the new Address Book Integration tool. Meerkat added address book integration in the latest update now available in the App StoreFor automotive dealerships, consider a lot walk-around to show off new inventory, chat with professionals in the service area or interview happy customers to promote your business through live streaming.
Meerkat WordPress Plugin
Meerkat seems to be everywhere, so don’t be surprised when you discover the capability to embed your Meerkat stream onto your WordPress site. Now, you can share your live stream video with all your followers. If you are live, it will display your live stream; if you’re not live, it will show any upcoming streams. This smart embedded player allows you to decide exactly what appears on your site. For dealerships with WordPress blogs, this is great news; now all the hard work you’ve put into creating your live stream videos can now be shared here as well.
Meerkat Cameo
Meerkat keeps the updates coming by adding Meerkat Cameo to its list of capabilities. Now, users are able to invite others to join their live stream and “take over” their streams for up to 60 seconds at a time. Moving from a “talking to you” format to a “talking with you” format, this allows more people into the conversation. Any participating user can end the cameo at any time, which will then return the video to the original broadcaster. Automotive dealerships looking to engage consumers and employees will find this a useful and fun tool. Think about short interviews, back and forth conversational insights, and live feedback!
Tip of the Week
Your dealership needs to capture every opportunity to showcase a great review, so if you have a Facebook page, you’ll want to enable your reviews and star ratings so your customers can read about you and see the feedback you are receiving from other shoppers. Check out the fast and easy way to enable reviews and star ratings on your Facebook business page...
From your main Facebook page, click the About tab. Once you’ve done that, there are a few steps you’ll need to take in order to enable the review tools:
  1. Select a category. In order to enable your reviews and ratings, your Category must be set on Local Business.
  2. Select a subcategory. Select the subcategory that best describes your business.
  3. Enter your address.
  4. Finally, at the bottom of the page, check the box “Show map, check-ins, and star ratings on the Page.”
  5. Once you have done this, click Save Changes.
After completing these steps, you will see a map of your location in the About section when you go back to the Timeline tab.
With reviews now enabled, you will also notice a separate tab for reviews. By clicking on the tab, you can see and respond to reviews. Reviews can’t be deleted or hidden; your only option is to reply to a review or select a feedback button indicating you don’t like the review.  Once reviews have been enabled, star ratings will show up both on your main site as well as on mobile phones.

Sunday, July 12, 2015

It's the Messaging that Makes Digital Marketing a Success

In the Middle, it's the Messaging that Makes Digital Success - Automotive Digital Marketing 

It's the Messaging that Makes Digital Marketing a Success

In the world of digital advertising, there are three primary components: targeting, messaging, and landing pages. So much emphasis is put on targeting such as PPC keywords or display ad placement. After that, the focus is often placed on the landing page, particularly with the debate over whether to point visitors towards a specific landing page or directly into inventory. Somewhere along the lines, the messaging of the ads became secondary in the minds of automotive vendors and therefore it's rarely looked at by dealers.
This is a mistake.
The messaging, which comes in many forms but with the most familiar being in PPC ads, is of prime importance on multiple levels:
  • Standing Out - Have you ever looked at PPC ads? Some are a little compelling. Others are not. They all seem to blend in, don't they? With the right messaging, an ad can be made to stand out. You can't get the click if you can't even get their attention.
  • Delivering the Hook - If there's one thing that bugs me more than anything in PPC, it's the standard ad format. "2015 Toyota Camry - - View current specials and see our huge line of 2015 Toyota Camry". Where's the hook? What reason do they have to click on it? Do you have a good price discount, lease payment, or even a defining difference about your dealership that goes beyond price? This is the place to put it. So few do.
  • Setting Up the Destination - The second biggest thing that bugs me is when the destination after clicking through does not match the messaging in the ad. If you are pushing a lease offer on Altimas, don't just send people to the Altima inventory. Many won't assume that the lease offer applies to all of them, which means you'll get the click in and then you'll get a quick click of the back button. Give them what they expect to get based upon the messaging.
  • Earning Trust - Google isn't just a search engine. It's a recommendation engine. Many people see the ads and when they are able to stand out, deliver a good hook, and set up the right destination, consumers will gain a level of trust. It's subtle, often registering on a subconscious level, but it's real nonetheless.
  • Getting the Right Clicks - Annoyance #3: ads that try to get the wrong types of clicks. Not every click is created equal and there's only value in a portion of them. Too often we see vendors push for the cheapest clicks when they should be pushing for the best value clicks. That doesn't always mean the most expensive clicks, but it rarely means the least expensive ones.
There are actually more reasons and we go into greater detail on our blog post, but the bottom line is this: don't dismiss messaging in your ads. Companies will often hide behind "best practices" and dynamic automation because these types of words mean that creativity and logic aren't required. Vendors can make more money when they don't actually have to think about a dealership's unique situation, strengths, weaknesses, and value proposition. Throw out a price, invite people to look at inventory, and you've got an ad... just not a very good one.
It starts with the target and ends with the destination, but the messaging that lies in the middle is the most important key to success.

Wednesday, July 8, 2015

NADA Convention Locations & Dates 2016-2018

NADA Announces New Dates for 2016–2018 Conventions

McLEAN, Va. — Beginning in 2015, the National Automobile Dealers Association (NADA) Convention and Expo will be held Thursday to Sunday instead of Friday to Monday.

"After surveying the membership and exhibitors, the consensus was to end the convention on Sunday, instead of Monday," said Desmond Roberts, chairman of NADA's Convention Committee and a Chevrolet dealer in Hodgkins, Ill. "The Thursday to Sunday timeframe will allow convention attendees to be back at work earlier the following week."

The following are the revised dates for the 2016-2018 events:
- 2016: Las Vegas (March 31-April 3)
- 2017: New Orleans (Jan. 26-29)
- 2018: Las Vegas (March 22-25)

Ralph Paglia | President 
ADM Consulting, LLC
Twitter and Instagram: @RalphPaglia 

Thursday, July 2, 2015

Social Media Retargeting Ad Campaigns Most Cited For Budget Increases - Automotive Digital Marketing ProCom

Social Media Retargeting Ad Campaigns Most Cited For Budget Increases - Automotive Digital Marketing 

Automotive Marketers are Most Likely to Increase their Social Retargeting Advertising Spend in 2015-2016
Do you use retargeting? If not, you’re part of a small group of marketers who don’t, based on an August 2014 study by Marin Software.
Fully 88% of US marketers polled used retargeting, and the majority of respondents who hadn’t implemented retargeting appeared to have caught on to the trend: 56% were planning to start executing the tactic within 12 months.

Display was the most popular channel for retargeting, used by 81% of marketers.
Search came in second, at 77%, while social, mobile and video trailed behind. However, Marin expected spending on social media retargeting to rise thanks to the “premium, high-engagement, cross-device inventory that’s become increasingly available on Facebook and Twitter.”