1

1

Ralph PagliaDirector – Digital MarketingADP Dealer ServicesCell: 505.301.6369rpaglia@gmail.com

Ralph PagliaDirector – Digital MarketingADP Dealer ServicesCell: 505.301.6369rpaglia@gmail.com

2

2

INTRODUCTIONS Tier 3 Digital Advertising Landscape

Director - Digital MarketingOEM Accounts• Recognized and proven expert in Automotive

Digital Advertising-Marketing, Lead Management and CRM Process design

• Responsible for driving 144,000+ leads to single-point dealer in 2 years and developinga team that sold 4,000+ Vehicles to Internet Leads in 2006.

• Strategic marketing planner and consultant to multiple car companies, dealer groups and national enterprise automotive organizations

• Deep history of developing Digital Marketing strategies and tactical CRM implementation blueprints for dealers and car companies

• Leader in analyzing research and data, then transforming into strategic planning used to create retail automotive tactical framework

Director - Digital MarketingOEM Accounts• Recognized and proven expert in Automotive

Digital Advertising-Marketing, Lead Management and CRM Process design

• Responsible for driving 144,000+ leads to single-point dealer in 2 years and developinga team that sold 4,000+ Vehicles to Internet Leads in 2006.

• Strategic marketing planner and consultant to multiple car companies, dealer groups and national enterprise automotive organizations

• Deep history of developing Digital Marketing strategies and tactical CRM implementation blueprints for dealers and car companies

• Leader in analyzing research and data, then transforming into strategic planning used to create retail automotive tactical framework

Ralph PagliaRalph Paglia

3

3Objective AnalysisWhere are Dealers shifting money from, so that Digital Marketing does not increase overall advertising budgets or Costs PVR?

4

4Retail Sales ValidationWhy should Ford dealers shift advertising budgets from newspaper into Digital Advertising?

5

5Winners and Losers in Automotive AdvertisingAutomotive Retailer Investment in Online Advertising is Projected to Increase 84% During the Next 5 Years

2006 through 2011 Overall Automotive Advertising by Media Channel ($ Millions)

Declining Investment in Less Effective Media include:

• Newspaper• Direct Mail• Yellow Page Directories• Local Magazines

6

6

• "Automakers and dealers pulled dollars out of television, newspaper and magazine media buys and redirected them to digital media in 2006,"

- Lisa Phillips, eMarketer senior analyst

• eMarketer predicts the automotive category will account for $2.69 billion, or nearly 14%, of the $19.5 billion estimated to be spent on Internet advertising and marketing in 2007.

Auto Industry Takes a Digital TurnThe best auto retailers are shifting their budgets into Digital Marketing… Are you planning your shift for maximum effectiveness?

7

7Tier 1, 2 and 3 New Vehicle AdvertisingNewspaper, Radio and Direct Mail currently consume 42.4% of dealer ad budgets, with Online advertising getting 5.7%... This is out of sync with the fact that over 70% of car buyers use the web to determine the vehicle and the dealer for their next purchase.

8

8Online Advertising Dominates Used Car MarketingThe shift from analog to digital advertising continues to accelerate with Online having passed Newspaper advertising for used car sales in mid-year 2007

9

9

Also called Pay-Per-Click or Sponsored Listings

Solution #3: Paid Search Marketing (PPC)

10

10

Organ

ic S

earc

h Res

ults

Paid Search Results

Paid

Searc

h R

esu

lts

SEO and SEM differences

11

11

How Many Dealers Use SEM Today? …Yesterday?

12

12

Which Dealers Use SEM Today? How Many Cars Do They Sell?

13

13

Which Search Engines Are These Dealers Using?

14

14

• Display Ads• Video Ads• Business Listings• Widgets / Gadgets• Rich Media Ads

Digital Advertising Media

15

15

Digital Advertising Networks Increase Efficiencies

16

16

Behavioral Targeted Marketing Campaigns

17

17

Post Visit MarketingIt’s cheaper to

convert a qualified prospect than to create a new one

Driving qualified

prospects to your site is expensive

Retargeting Campaigns

18

18

[ HOME ][ SOLUTIONS ]

EMAIL NEWSLETTER MARKETING

Gets Through ISP Spam Gets Through ISP Spam FFilters to Drive Trailters to Drive Traffic ffic into Dealer Websitesinto Dealer Websites

•LOCAL CONTENT

•ADP PROVIDED PROESSIONALLY WRITTEN ARTICLES

•SEGMENTED AND TARGETED DATABASE BY VEHICLE BRAND

•CAN-SPAM COMPLIANT

Re-engages Dealer WebsitesRe-engages Dealer Websites visitorsvisitorsthat that Dealers don’t Dealers don’t ffollow up with! ollow up with! Gets them back to Dealer WebsitesGets them back to Dealer Websites – Recycled Sales Opportunities!– Recycled Sales Opportunities!

19

19

Thank YouThank You