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What Match.com, Tinder
& Ashley Madison Have in Common
with Automotive Digital Marketing
v
In a digital world, we can’t forget that ultimately it’s
relationships that matter the most.
Attraction
Looking for a Relationship
Match.com
Digital Dealer Evaluation
- Google SERP
- Website Optimization
- Reputation Management
- Social Media
Website Traffic
Up
40+%
Down
50+%
Most Improved DDE
Least Improved DDE
Sales Growth
128%
Sales Growth
128%
Vehicle Sales Growth for top performing dealerships in
the Digital Evaluation compared to bottom performers
Interest Sparked
VIRTUAL
DEALERSHIP
Consumers Check Dealerships Out Too
Consumer Credibility
Of Consumers Read
Reviews To Determine
The Quality Of A
Local Business
88% Say Positive Reviews
Made Them Trust A
Local Business More
72% Trust Online Reviews
As Much As Personal
Recommendations
88%
(Search Engine Land)
Why Do Online Reviews Matter?
Service Retention
10 Points
Service Retention
10 Points
Increase in service retention rate for the top third in DDE
rating as compared to bottom third
Customer Satisfaction
Sales CSI
+1.5 Points
Service CSI
+2.7 Points
Customer Satisfaction
Higher satisfaction scores for the top third in reputation
score as compared to bottom third.
Sales CSI
+1.5 Points
Service CSI
+2.7 Points
Getting to Know You
Getting to Know Your Customer
- Newsletter is Key
- Content drives relationship
- Streams create learning
- Behavior is measured
- Content shared on other channels
Getting to Know Your Customer Is a
Worthwhile Investment
30%
Engagement
28%
Sales
61%
Service
Content Builds Relationship
- Content builds trust
- Varies based on profile
- Measures type of customer
- Measures degree of commitment
Learning Determines Streams
- Response determines next
communication
- Clicks build deeper learning
- Content sharpens as relationship
builds
Sometimes you’re just looking for a hook up…
Tinder
The Deal-Seeking Customer
- Come in for a deal, and you
never see them again
- Low value customer
- “Coupon Book” marketing alone
is not a balanced approach
Deal Seeker Behavior
RESPOND FASTER SERVICE MORE HIGHER RO VALUE
The Relationship Customer
Notes
1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers
- Purchased more than one vehicle
- Regularly return for service
- Recommend you to friends & family
Relationship Customer Behavior
Notes
1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers
Longer Time
to Buy
Buy More More Expensive
Vehicle
Strengthening and Deepening the
Relationship Over Time
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
Research how to do their own
automotive service or repairs
online--then take their vehicle
for service anyway
4 of 10
Research the service tech’s
recommendation
62%
Automotive service
“How To” videos hosted
on YouTube
380,900
Automotive maintenance searches have increased 66% over a recent three year period5.
70 Million Google Searches for after-market service-related content are conducted each month4.
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
51% NO tires page
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
51% NO tires page
1 Out Of 5 Did Not Have Active Service Specials
Or Coupons
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
6 out of 10 have fewer than 5 pages of service-related content
More Than Half Offer No Information On The Most Common Service Defection Points:
93% NO brakes page
91% NO oil change page
51% NO tires page
1 Out Of 5 Did Not Have Active Service Specials
Or Coupons
82% Don’t Provide Any “Why Service Here”
Messaging Or A Dealership-Specific Amenities Page
Continue to Meet Your Customers’ Needs So
They Have No Reason to Stray
Keep the Spark Alive
Ashley Madison
Relationship
Lifecycle
Attraction Interest
Commitment Learning
Each Other
Automotive
Lifecycle
Attraction Interest
Commitment Learning
Each Other
Taking An Integrated Approach Means Working
Smarter, Not Harder
Integrated.
Branded.
Always On.
- Approach like a relationship
Key Takeaways
- Approach like a relationship
- Build your online persona
Key Takeaways
- Approach like a relationship
- Build your online persona
- Communicate with purpose
Key Takeaways
- Approach like a relationship
- Build your online persona
- Communicate with purpose
- Learn from your communication
Key Takeaways
- Approach like a relationship
- Build your online persona
- Communicate with purpose
- Learn from your communication
- Tailor your messages
Key Takeaways
- Approach like a relationship
- Build your online persona
- Communicate with purpose
- Learn from your communication
- Tailor your messages
- Invest in the relationship
Key Takeaways
- Approach like a relationship
- Build your online persona
- Communicate with purpose
- Learn from your communication
- Tailor your messages
- Invest in the relationship
- Invest in a good eco-system
Key Takeaways
And they lived happily ever after.

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What Match.com, Tinder and Ashley Madison Have in Common With Automotive Digital Marketing

  • 1. What Match.com, Tinder & Ashley Madison Have in Common with Automotive Digital Marketing v
  • 2. In a digital world, we can’t forget that ultimately it’s relationships that matter the most.
  • 4. Looking for a Relationship Match.com
  • 5.
  • 6. Digital Dealer Evaluation - Google SERP - Website Optimization - Reputation Management - Social Media
  • 9. Sales Growth 128% Vehicle Sales Growth for top performing dealerships in the Digital Evaluation compared to bottom performers
  • 12. Consumer Credibility Of Consumers Read Reviews To Determine The Quality Of A Local Business 88% Say Positive Reviews Made Them Trust A Local Business More 72% Trust Online Reviews As Much As Personal Recommendations 88% (Search Engine Land) Why Do Online Reviews Matter?
  • 14. Service Retention 10 Points Increase in service retention rate for the top third in DDE rating as compared to bottom third
  • 15. Customer Satisfaction Sales CSI +1.5 Points Service CSI +2.7 Points
  • 16. Customer Satisfaction Higher satisfaction scores for the top third in reputation score as compared to bottom third. Sales CSI +1.5 Points Service CSI +2.7 Points
  • 18. Getting to Know Your Customer - Newsletter is Key - Content drives relationship - Streams create learning - Behavior is measured - Content shared on other channels
  • 19. Getting to Know Your Customer Is a Worthwhile Investment 30% Engagement 28% Sales 61% Service
  • 20. Content Builds Relationship - Content builds trust - Varies based on profile - Measures type of customer - Measures degree of commitment
  • 21. Learning Determines Streams - Response determines next communication - Clicks build deeper learning - Content sharpens as relationship builds
  • 22. Sometimes you’re just looking for a hook up… Tinder
  • 23. The Deal-Seeking Customer - Come in for a deal, and you never see them again - Low value customer - “Coupon Book” marketing alone is not a balanced approach
  • 24. Deal Seeker Behavior RESPOND FASTER SERVICE MORE HIGHER RO VALUE
  • 25. The Relationship Customer Notes 1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers - Purchased more than one vehicle - Regularly return for service - Recommend you to friends & family
  • 26. Relationship Customer Behavior Notes 1) Analyzed approx. 100K contacts from sample of campaigns from non-luxury dealers Longer Time to Buy Buy More More Expensive Vehicle
  • 27. Strengthening and Deepening the Relationship Over Time
  • 28. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray Research how to do their own automotive service or repairs online--then take their vehicle for service anyway 4 of 10 Research the service tech’s recommendation 62% Automotive service “How To” videos hosted on YouTube 380,900 Automotive maintenance searches have increased 66% over a recent three year period5. 70 Million Google Searches for after-market service-related content are conducted each month4.
  • 29. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service Defection Points:
  • 30. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service Defection Points: 93% NO brakes page
  • 31. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service Defection Points: 93% NO brakes page 91% NO oil change page
  • 32. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service Defection Points: 93% NO brakes page 91% NO oil change page 51% NO tires page
  • 33. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service Defection Points: 93% NO brakes page 91% NO oil change page 51% NO tires page 1 Out Of 5 Did Not Have Active Service Specials Or Coupons
  • 34. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray 6 out of 10 have fewer than 5 pages of service-related content More Than Half Offer No Information On The Most Common Service Defection Points: 93% NO brakes page 91% NO oil change page 51% NO tires page 1 Out Of 5 Did Not Have Active Service Specials Or Coupons 82% Don’t Provide Any “Why Service Here” Messaging Or A Dealership-Specific Amenities Page
  • 35. Continue to Meet Your Customers’ Needs So They Have No Reason to Stray
  • 36. Keep the Spark Alive Ashley Madison
  • 39. Taking An Integrated Approach Means Working Smarter, Not Harder Integrated. Branded. Always On.
  • 40. - Approach like a relationship Key Takeaways
  • 41. - Approach like a relationship - Build your online persona Key Takeaways
  • 42. - Approach like a relationship - Build your online persona - Communicate with purpose Key Takeaways
  • 43. - Approach like a relationship - Build your online persona - Communicate with purpose - Learn from your communication Key Takeaways
  • 44. - Approach like a relationship - Build your online persona - Communicate with purpose - Learn from your communication - Tailor your messages Key Takeaways
  • 45. - Approach like a relationship - Build your online persona - Communicate with purpose - Learn from your communication - Tailor your messages - Invest in the relationship Key Takeaways
  • 46. - Approach like a relationship - Build your online persona - Communicate with purpose - Learn from your communication - Tailor your messages - Invest in the relationship - Invest in a good eco-system Key Takeaways
  • 47. And they lived happily ever after.