1 / 16

Fordvehicles

Fordvehicles.com. Joyce Mueller Consumer Applications Manager Ford Division e-Marketing. 70%. (%). 60. 62%. 50. 40. 40%. 30. 25%. 20. 13%. 10. 6%. 0. Jun-. Jun-. Jun-. Jun-. Jan-. 97. 98. 99. 00. 01. Internet Awareness.

mike_john
Télécharger la présentation

Fordvehicles

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Fordvehicles.com Joyce Mueller Consumer Applications Manager Ford Division e-Marketing

  2. 70% (%) 60 62% 50 40 40% 30 25% 20 13% 10 6% 0 Jun- Jun- Jun- Jun- Jan- 97 98 99 00 01 Internet Awareness Customers Increasingly Use Internet to Shop for Cars 70% of new car buyers shop on the Internet 02 Source: Business Wire; Automotive News; Polk; Auto-By-Tel; Forbes; Forrester; Car Point; Netsmart Research; BCG Analysis

  3. research…but do not submit leads 59%

  4. Ford e-Marketing Strategy • Simplicity • Seamless Integration • Design for Useability • Sell Cars! • Support our Dealers

  5. Ford e-Marketing Strategy 1. Simplicity • Clean Home Page • Easy to use Navigation • Logically organized information • Quick download times

  6. Ford e-Marketing Strategy 2. Seamless Integration • …with other related sites • Customer flow from FordVehicles to FordDirect, our “transaction” site, should be seamless

  7. Ford e-Marketing Strategy 3. Design for Useability • What do consumers want to do? • Gather Product Information—80-85% • Experience the Brand—10-20% • Purchase a Vehicle—1% “Websites fail when they don’t meet users’ goals.” -Paul Sonderegger, Sr. Analyst, Forrester Research

  8. Ford e-Marketing Strategy • The Basics: Market Research ID Key Segments BuildPersonas Identify Key User Tasks First Gate Design Site Test Prototype

  9. Research Own Shop Buy Vehicle Purchase Process Ford e-Marketing Strategy • Research • Shop • Buy • Own It is important to make a distinction between these processes because each process presents very different user needs

  10. Vehicle Purchase Process Ford e-Marketing Strategy • What we thought • Organized step by step process • …What really happens • All over the board! • Implication: Make all areas easily accessible throughout site

  11. Ford e-Marketing Strategy 4. Sell Cars! • By providing relevant vehicle information to our users in a user-centered manner • By providing transactional opportunities at relevant points within the research path • By providing proper branding throughout the user experience in order to create a consistent offline/online branding experience

  12. Transactional opportunities at relevant points during the research process Ford e-Marketing Strategy FordVehicles Homepage Individual Vehicle Homepage Quick access to transactional areas from each vehicle page Quick access to transactional areas from the home page

  13. Ford e-Marketing Strategy • Support our Dealers • Use the same philosophy • Simple • Integrated • Design for Useability • Sell Cars!

  14. Dealer eTools • Vehicle Locator • Parts Locator • Marketing Point • DealerConnection Web Site • Real-Time Web Site Update Utility (customize your own web site) • New/Used Vehicle Inventory • DealerConnection Web Site Metrics • Internet Lead Management Tool • Live Telephone Support and Training

  15. DealerConnection Web Site - Customizable

  16. Thank You!

More Related