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Monday, November 23, 2020

Study Finds Digital Retailing Plus Lifecycle Marketing Leads to 76 Percent Increase in Sales

Study Finds Digital Retailing Plus Lifecycle Marketing Leads to 76 Percent Increase in Sales

Digital Retailing Plus Lifecycle Marketing Leads to 76 Percent Increase in Sales

 

New Outsell and RXA Annual Analytics Study Finds that Digital Retailing Plus Lifecycle Marketing Leads to 76 Percent Increase in Influenced Sales for First Time Dealership Buyers

Study results were presented at annual Automotive Analytics and Attribution Conference, taking place Nov 16-18

 

Minneapolis, Minn. – Nov. 18, 2020 – Outsell, which offers the only Virtual Customer Engagement platform for the automotive industry, announced today the results of a new study it conducted with partner RXA, a leading international applied artificial intelligence and data science company. The study examined 18 months of sales history across 1,180 automotive dealers – data on 7.4M U.S. consumers – to determine what impact Digital Retailing plus Lifecycle Marketing has on auto sales.

Digital Retailing enables buyers to purchase a vehicle anyway they want, including completely online. Lifecycle Marketing means marketing to buyers throughout their purchase lifecycle – from research through purchase and maintenance – targeting content to the stage each buyer is in. Outsell’s platform allows dealers to incorporate information about Digital Retailing into their Lifecycle Marketing.

 

 

At a high level, the Outsell/RXA study sought to explore the impact of​ Digital Retailing combined with Lifecycle Marketing on influenced sales​, sales to both existing customers and prospects. The study found:

  • Influenced sales from Outsell’s Lifecycle Marketing for dealers who also had one of Outsell’s Digital Retailing partners on their website, increased 26%.
     
  • Influenced sales from these same customers increased 45% when those customers engaged with communications.

  • Influenced sales from Outsell communications to first-time dealership buyers (prospects), jumped 76% when that same dealer used one of Outsell’s Digital Retailing partners on their website.

  

Matt Kristo​, Senior Manager ​of Analytics Services, Outsell, will present the study’s findings today at the Automotive Analytics & Attribution Conference, live streaming Nov 16-18. Kristo’s session, titled, “Your best kept secret: Digital Retailing works but only if you tell people about it!” also feature speakers Katie Rouse, Marketing Manager, Newton Motor Group and Jason Harper​, Founder & CEO, RXA.

“This data clearly shows that when adding digital retailing abilities to lifecycle marketing have a measurable impact on sales,” said Harper. “And that’s across both existing customers and prospects – though it is amplified in the latter. In this economy, it’s imperative that dealers implement technology tools that can give them an edge, and this study shows that Digital Retailing and Lifecycle Marketing are two important approaches that can make a big difference.”

“Giving customers an option to buy online sends a message that the dealer is customer centric and transparent.  As the study proves, that matters to customers even if they don’t buy online or even submit a lead,” said Gary Marcotte, SVP of Customer Engagement Innovation at Outsell. “With Outsell as the brain of auto dealers’ marketing communications, which now features online buying tools such as Roadster, Gubagoo, or CarNow, dealers can drive higher sales, whether in the store or online.”

 

 

About Outsell 

Outsell offers the only Virtual Customer Engagement platform for the automotive industry, creating an individualized consumer experience through AI-driven marketing automation that drives increased profits across sales and service. Our proprietary technology harnesses massive amounts of data creating accurate and powerful consumer profiles that engage your customers and prospects exactly where they are in their individual lifecycles. That’s why Outsell is the trusted platform for over 1,500 dealers representing all major automotive brands. To learn more, visit https://www.outsell.com/ or follow us at @Outsell.

 

Monday, November 16, 2020

ADM Blogs

ADM Blogs

Data Hub: Coronavirus and Automotive Marketing

Data Hub: Coronavirus and Automotive Marketing

Ralph Paglia

Data Hub:
Coronavirus Impact on Automotive Marketing Strategies and Tactics

Media Planning for Car Dealers

Let’s take an updated look at how marketers and consumers are dealing with this crisis. The above chart is a curated list of data that we’ve gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers and businesses changing daily, this data will continue to evolve over time.

Stay safe out there readers, and please respect all local rules and regulations.

New Research

There has been a clear shift towards digital advertising during the COVID-19 pandemic, and regional and local advertisers in the US are following suit, with the majority planning to use digital channels for their advertising in the second half of 2020, per a recent report [download page] from Advertiser Perceptions.

Regional and local advertising accounts for more than one-third (36%) of US ad spending, according to the report. Of the 150 marketers and agencies surveyed in mid-June who were budgeting for regional/local advertising in the second half of the year, an equal percentage said they would be using paid social (75%) and display (75%) for those efforts. Seven in 10 will also be using paid search, while almost two-thirds (64%) intend to invest in digital video.

On the other hand, fewer regional advertisers plan to use traditional channels such as broadcast linear TV (46%), cable linear TV (46%) and terrestrial radio (38%).

While this is similar to global ad spending trends, regional advertisers’ reliance on digital advertising channels during this time is likely a response to the uncertainty and differing circumstances across regions and localities. Advertising on digital channels likely affords regional advertisers the flexibility and nimbleness in messaging to respond to a constantly evolving situation.

CoVid-19 Impact on Digital Agency Leads

 Now, let’s have a look at some of the data that has come in since the last update:

Marketers

  • Social media budgets accounted for almost one-quarter (23.2% share) of total US marketing budgets in June, up from 13.3% in February, with CMOs prioritizing the use of social media to build their brand and retain customers. Read more here.
     
  • Topping the list of Unruly’s Global Chart of Most Emotionally Engaging Coronavirus Campaigns is Japan’s “Thank You” from Google, followed by the Singapore government’s “Together, We Can” and Australia Tourism’s “With Love From Aus.” Google’s “Thank You Healthcare Workers” campaign was the only US advertisement to make the top 10. Source: Unruly.

  • Small businesses have been hit hard by the pandemic, with 8 in 10 small business owners reporting that it has had a negative impact on their business. That said, all of those small business owners surveyed say they have used the time to build their business, with 76% saying they have upskilled in areas such as SEO, social media and data analytics. Source: Tech.co.

  • Many marketers have used this time to try new marketing technology and features, with at least half investing in technologies such as site/mobile chat (56%), mobile app functionality (55%), email (51%) and video (50%). Read more here.

  • Data provided by SEMrush shows that global search advertising campaigns on Google Ads across all but one of the industries analyzed declined y-o-y in June 2020, with Travel (-75%), Arts & Entertainment (-44%) and Law & Government (-23%) seeing the biggest dips. The Health industry was the only industry that experienced gains during June, up 21% year-over-year. Source: SEMrush.

  • A June survey from the Conference for Exhibition Industry Research (CEIR) found that 72% of B2B event organizers had cancelled at least one exhibition, compared to 62% who said the same in April. Read more here.

  • Another example of the effects the coronavirus has had on live events: nearly 6 in 10 (58%) esports companies report that COVID-19’s impact on live tournaments and events is one of the most important issues impacting the esports industry right now. Read more here.

  • As a result of the pandemic, 7 in 10 (69%) CMOs have asked their employees to get active online in order to promote the company and what it has to offer. Read more here.

Consumers

  • In light of restrictions and quarantine measures hindering travel in the US, many Americans appear to be embracing the great outdoors. Recent data from Comscore shows that weekly visits to Sports & Outdoor retail sites saw considerable y-o-y growth in April (71%) and May (86%). Source: Comscore.

  • Although the pandemic has led to a great deal of uncertainty, consumers are still shopping, and advertising is still a driver in purchase decisions. More than one-third (36%) of US consumers surveyed report they have made an impulse buy based on an ad since the start of the pandemic. Advertising isn’t the only driver – they still like a good deal, with some 76% reporting that they have discovered new products based on deals they have received from brands. Source: Valassis.

  • During the pandemic, more than half (53%) of American consumers say they have purchased brands they would not normally purchase. But that’s not to say that this behavior will stick post-COVID-19, with about three-quarters (77%) claiming they will return to their favorite brands at that time. Source: MRI-Simmons.

  • Media & Entertainment brands have driven offline conversations since the pandemic began. Indeed, Engagement Labs’ data finds that in the 12 weeks ending July 12, 2020, Netflix saw a striking 75% y-o-y growth in real-life conversations. Amazon, Disney+, CNN, Hulu and Amazon Prime also topped the list of offline conversations. Source: Engagement Labs.

  • Looking ahead, many US adults say they will spend less time watching pay-TV programs (41%) after COVID-19. That said, pluralities believe their consumption of pay-TV programs (44%) and watching movies (53%) or series (54%) on streaming services will remain the same even after the pandemic has passed. Source: Ipsos.

  • US kids (ages 4-15) are spending an average of 95 minutes per day with TikTok since the beginning of the pandemic, compared to the 82 minutes spent with the app in February 2020. Read more here.

 

Tuesday, November 10, 2020

How To Create a Dealership Facebook Page

Creating Your Dealership's Facebook Presence

Did you know that social media engagement improves car dealership website search engine rankings?

Facebook is the most used social media platform in North America – are you leveraging its power to generate sales and service leads?

Having a Facebook page for your dealership is the best way to access and target this ever-growing user base.

If your dealership doesn’t already have a Facebook business page, or the person with admin rights has left the company, now is the best time to create one.

This steps outlined below will explain how to create a Facebook business page for your dealership.

Why should a Dealership have a Facebook business page?

Did you know it takes on average seven touch-points to generate a sale? (Salesforce)

During the sales cycle, car buying prospects will usually:

  • Talk to a sales person,
  • read an email,
  • research online for reviews (inc. Facebook reviews),
  • read your blog
  • view your social media
  • much more in the social web

A Facebook business page is easy to setup, update, monitor and leverage as another channel to market.

Creating a solid Facebook business page will boost your dealership's credibility in the eyes of customers and scores you brownie points to help you rank more highly in Google SERP.

How To Create And Set Up A Facebook Business Page

Follow these five steps to create, set up, and use a Facebook page for your dealership.

 

1.      Create Page

To create a Facebook business page for your dealership, you must have a personal Facebook account and user profile. Business entities are not supposed to have a user profile or account... User Profiles and accounts are for living, breathing human beings only! Login to your account and then hover over the arrow on the upper right-hand side of the blue bar. Click “Create Page.”

Facebook Create A Page

 

2.      Select Category

Select the appropriate category for your business and enter the necessary details.

Facebook Business Page Select Category

If your business falls under the “local business or place” category, you will need to enter your business category and business name as well as address and phone number. For all other categories, only category and business name are required.

Facebook Business Create a Page Business Type

Facebook Business Address

 

3.      Add Specific Details

Once you have filled out the basics of your business page, it’s time to customise your Facebook for business page.

Add a description for your business, a profile photo, and add your new page to favourites for easy access from your personal account.

You also have the option to customise your preferred page audience. This means that Facebook will attempt to reach people in your target market.

Facebook Business Page Setup

This setting is optional and can be changed at any time by going to your business page, clicking “Settings” in the upper right side and going to “Preferred Page Audience.”

 

4.      Choose Settings

After filling out the specifics of your business page, you can choose the settings for your page.

Facebook Business Settings

Change your settings for visibility, notifications, messaging, tagging, linked apps, and more.

If you want other people in your business to have access to your business’ Facebook page, you can appoint them as admin, editor, moderator, advertiser, or analyst under Settings > Page Roles.

If you need more help determining which settings to choose, check out these frequently asked questions for managing a Facebook business page.

 

5.      Like, Share, Post, Network

Once your page is live and ready to go, you’re ready to improve your social media reach. Invite friends to “like” your page; share updates, photos, and statuses; and post interesting articles.

You can share promotions, host events, advertise, collect reviews, and much more on your Facebook business page. No matter your industry, Facebook can help your business meet its goals.

 

What’s Next?

Now that you know how to create a Facebook business page, you are ready to improve your online presence and grow your business.

For more tips on marketing your business, using social media marketing, and improving business success, check out Inbound Marketing Agency’s inbound marketing blog  or like us on Facebook.