What Match, Tinder & Ashley Madison Have in Common with Automotive Digital Marketing

1. What Match.com,Tinder & Ashley Madison Have inCommon with Automotive DigitalMarketing

2. In a digital world, we can’t forget that ultimatelyit’s relationships that matter themost.

3. Attraction

4. Looking for aRelationship Match.com

6. Digital DealerEvaluation • GoogleSERP • Website Optimization • ReputationManagement • SocialMedia

7. WebsiteTraffic Up 40+% Least ImprovedDDE Most ImprovedDDE Down 50+%

8. SalesGrowth 128%

9. SalesGrowth 128% Vehicle Sales Growth for top performing dealerships in the Digital Evaluation compared to bottomperformers

10. InterestSparked

11. Consumers Check Dealerships OutToo VIRTUAL DEALERSHIP

12. ConsumerCredibility Why Do Online ReviewsMatter? 88% Of Consumers Read Reviews ToDetermine The Quality OfA LocalBusiness 72% Say PositiveReviews Made Them Trust A Local BusinessMore 88% Trust OnlineReviews As Much AsPersonal Recommendations (Search EngineLand)

13. ServiceRetention 10Points

14. ServiceRetention 10Points Increase in service retention rate for the top third inDDE rating as compared to bottomthird

15. CustomerSatisfaction SalesCSI +1.5Points ServiceCSI +2.7Points

16. CustomerSatisfaction SalesCSI +1.5Points ServiceCSI +2.7Points Higher satisfaction scores for the top third inreputation score as compared to bottomthird.

17. Getting to KnowYou

18. Getting to Know YourCustomer • Newsletter isKey • Content drivesrelationship • Streams createlearning • Behavior ismeasured • Content shared on otherchannels

19. Getting to Know Your Customer Isa WorthwhileInvestment 30% Engagement 28% Sales 61% Service

20. Content BuildsRelationship • Content buildstrust • Varies based onprofile • Measures type ofcustomer • Measures degree ofcommitment

21. Learning DeterminesStreams • Response determines next communication • Clicks build deeperlearning • Content sharpens as relationship builds

22. Sometimes you’re just looking for a hookup… Tinder

23. The Deal-SeekingCustomer • Come in for a deal, and you never see them again • Low valuecustomer • “Coupon Book” marketing alone is not a balancedapproach

24. Deal SeekerBehavior RESPONDFASTER SERVICEMORE HIGHER ROVALUE

25. The RelationshipCustomer • Purchased more than onevehicle • Regularly return forservice • Recommend you to friends &family Notes 1) Analyzed approx. 100K contacts from sample of campaigns from non-luxurydealers

26. Relationship CustomerBehavior LongerTime toBuy MoreExpensive Vehicle BuyMore Notes 1) Analyzed approx. 100K contacts from sample of campaigns from non-luxurydealers

27. Strengthening and Deepeningthe Relationship OverTime

28. Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray Automotive maintenance searches have increased 66% over a recent three yearperiod5. 70 Million Google Searches for after-market service-related content are conducted eachmonth4. 62% Research the servicetech’s recommendation 4 of10 Research how to do theirown automotive service or repairs online--then take theirvehicle for serviceanyway 380,900 Automotive service “How To” videoshosted onYouTube

29. 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service DefectionPoints: Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray

30. 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service DefectionPoints: 93% NO brakespage Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray

31. 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service DefectionPoints: 93% NO brakes page 91% NO oil changepage Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray

32. 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service DefectionPoints: 93% NO brakes page 91% NO oil change page 51% NO tirespage Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray

33. 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service DefectionPoints: 93% NO brakes page 91% NO oil change page 51% NO tirespage 1 Out Of 5 Did Not Have Active ServiceSpecials OrCoupons Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray

34. 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service DefectionPoints: 93% NO brakes page 91% NO oil change page 51% NO tirespage 1 Out Of 5 Did Not Have Active ServiceSpecials OrCoupons 82% Don’t Provide Any “Why Service Here” Messaging Or A Dealership-Specific AmenitiesPage Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray

35. Continue to Meet Your Customers’ NeedsSo They Have No Reason toStray

36. Keep the SparkAlive AshleyMadison

37. Attraction Interest Relationship Lifecycle Learning EachOther Commitment

38. Attraction Interest Automotive Lifecycle Learning EachOther Commitment

39. Taking An Integrated Approach MeansWorking Smarter, NotHarder Integrated. Branded. AlwaysOn.

40. KeyTakeaways - Approach like arelationship

41. Approach like arelationship • Build your onlinepersona KeyTakeaways

42. Approach like arelationship • Build your onlinepersona • Communicate withpurpose KeyTakeaways

43. Approach like arelationship • Build your onlinepersona • Communicate withpurpose • Learn from yourcommunication KeyTakeaways

44. Approach like arelationship • Build your onlinepersona • Communicate withpurpose • Learn from yourcommunication • Tailor yourmessages KeyTakeaways

45. Approach like arelationship • Build your onlinepersona • Communicate withpurpose • Learn from yourcommunication • Tailor yourmessages • Invest in therelationship KeyTakeaways

46. Approach like arelationship • Build your onlinepersona • Communicate withpurpose • Learn from yourcommunication • Tailor yourmessages • Invest in therelationship • Invest in a goodeco-system KeyTakeaways

47. And they lived happily everafter.