Digital Marketing Program FAQ

Transcription

1 Digital Marketing Program FAQ About the Program Q: Why is Infiniti launching an authorized digital program for the retailer network? A: In today s automotive shopping environment, a consistent Infiniti brand image and customer experience are critical to success at the OEM and retailer level. In the luxury segment, a standard digital brand platform across a network enables crucial data insight, advertising alignment and advertising efficiencies that Infiniti and our retailers can leverage to our advantage. The deployment of an authorized best-in-class digital program enables Infiniti to deploy a digital platform and data services for our retailers. Additional Infiniti goals with this new program are to: Streamline retailer online efforts with automated data services Increase opportunities for retailers by focusing on improving key buying actions (i.e. Lead to Visitor Ratio) Achieve brand consistency as Infiniti shoppers move between Tier 1 and Tier 3 Minimize website branding strikes for retailers, as today, this exceeds 60% of RAP (formerly ICAP) infractions Provide concierge service levels for our retailers with both a single point of contact for your website and digital strategy Deploy an expanded field of experts, allowing you more time with your Digital Marketing Consultants Infiniti is committed to the success of this program and Infiniti is subsidizing program packages for retailers. In addition, Infiniti is funding Infiniti integrations and enhancements to create a comprehensive Infiniti digital platform. Q: Why did Infiniti select CDK as the single authorized provider? A: As our industry evolves along with the rest of the retail landscape, shoppers are demanding more out of the car buying process. Companies like Amazon and Netflix have used personalized shopping experiences for years to deliver great customer experiences while boosting sales. Actionable data and Audience Management from CDK allow us to do the same. Further, by choosing CDK to deploy the Infiniti Retailer Digital Marketing Program, Infiniti and our retailers will now have unprecedented insight into the shopping journey which will help us all make smarter, more effective advertising and business decisions. Selecting a single authorized provider

2 ensures that common data is collected from across the network and presented in a format that is clear and actionable. Infiniti evaluated 18 vendors as part of an extensive evaluation process and selected CDK Global as their partner to deploy the Infiniti Retailer Digital Marketing Program. Other key reasons for selecting CDK, and benefits negotiated as part of program include: Program solutions, pricing and service at below market rate Highly flexible to meet retailers local needs not cookie cutter Website rules will help maintain advertising compliance and reduce infractions Best-in-class service level support includes dedicated advocate skilled in digital automotive marketing, robust technical help desk. Expanded full-time field Digital Marketing Consultant team dedicated to Infiniti Retailers Zero first time retailer set up costs Q: What does the Infiniti Retailer Digital Marketing Program include? A: The Infiniti Retailer Digital Marketing Program offers a comprehensive digital marketing platform, with both the traditional features you expect and additional capabilities to drive digital results. By partnering with CDK Global and Infiniti, retailers also have access to: Infiniti Retailer Websites that are optimized for mobile, desktop and tablets with just one place to maintain the website Marketing coordination across all screens and all tiers with real-time distribution of Infiniti created assets Industry-leading audience technology based on shopping behavior similar to Amazon experience visitors more likely to convert Access to dedicated in-field Digital Marketing Consultants. They provide ongoing focus on digital marketing consulting for Infiniti dealers with the strategic support, local digital marketing knowledge, execution capabilities, and the experience needed to maximize dealership performance. Real data insights into how your website content and creative work to engage and convert shoppers Infiniti compliant website designs that focus on retailer flexibility, while reducing advertising violations White glove service with a single point of contact for your Infiniti Retailer Website and your digital strategy A full suite of plus up integrations including manufacturer aligned digital advertising, Reputation Management, and additional SEO solutions. This new digital platform for Infiniti retailers features solutions and services that deliver retailer benefits never before offered by Infiniti. These solutions and services have all been carefully crafted to ensure that the Infiniti brand promise is consistently represented within each retailer s unique brand. Q: What are the benefits of participating in the Infiniti Retailer Digital Marketing Program?

3 A: Infiniti retailers who participate in the Infiniti Retailer Digital Marketing Program reap the benefits of industry-leading solutions offered at aggressive discounts due to Infiniti s negotiating power and program subsidy. In addition, participating retailers receive the following at the program launch (April 2016): New Infiniti Retailer Website Designs consistent with the Infiniti brand Automated data services integrations that reduce effort to maintain your online showroom, along with ongoing Infiniti program enhancements. Planned features, integrations and enhancements include: o Inventory solutions, including integrations to provide more robust vehicle data o Infiniti incentives integrations, encouraging your shopper to take advantage of national and regional programs o Infiniti program pages such as warranty overview, and CPO benefits o Window stickers, making the shopper s online experience more like being at the dealership o Ongoing enhancements will be informed by retailer feedback and will take advantage of new CDK innovations Industry leading business intelligence platform. CDK has made considerable investments in data science in their journey to have the clearest understanding of which KPIs help retailers sell more cars and how to use them towards that end. They pass off that insight to retailers in the reporting section of Dealer Command Center. Unprecedented insight into the shopper journey through Audience Insights, helping retailers to make smarter, more effective advertising and business decisions Q: What packages are available? A: The Infiniti Digital Package Plus is just $2199/month, with no setup fees, and includes: Audience Management An Amazon-like luxury shopping experience. Websites content, including hero images and suggested models, change in real time based on what we know about a shopper Infiniti Retailer Websites - Beautiful Infiniti compliant designs built on a fully flexible digital platform automatically optimize your online showroom for mobile, desktops and tablets Audience Insights Dashboard and Engagement Map - Real data insights into how your new makes and models, website content and creative work to engage and convert shoppers SEO Essentials - Enhanced organic performance for your website's specific profit centers, including Service, Parts and Accessories pages, and corporate model landing pages ProCare - Your ProCare specialist, a skilled digital marketing expert, will be the single point of contact for your Infiniti Retailer Website and digital strategy The Infiniti Digital Package is also available without Audience Management for $1699/month, with no setup fees.

4 Program Enrollment Q: When should I sign up for the new program? How do I enroll? A: You enroll today to get started taking advantage of the program solutions, packaging and pricing. CDK is honoring the program pricing now. As the program launches in April, retailers will gain access to more Infiniti designs, automated data services, integrations and enhancements. Q: I am in a contract or cannot enroll now. Is there a penalty if I wait to sign up? A: As of April 1, 2016, CDK is the authorized provider for the Infiniti Retailer Digital Marketing Program. Retailers will not incur penalties in FY16 tied to program participation. In FY17, program participation and RAP will be more closely aligned impacting Tier 3 Advertising support. We understand that you may be beholden to contracts with other providers, and are announcing the program several months in advance of the formal launch in order to give you ample lead time to make arrangements for a transition. Be sure to work with your DMC to let us know when your contract ends and we will help work out a transition plan. If you wish to transition sooner, please let your DMC know about your interest and CDK will work with you on options. Q: Who do I call with questions? A: Your Infiniti Digital Marketing Consultant is here to help you every step of the way. Be sure to reach out to them with questions. They will act as your liaison as you engage with CDK to enroll and will be there to support you as you start to take advantage of the benefits of this new program. TECHNICAL QUESTIONS Q: Do I keep my approved Infiniti URL? A: Yes, Retailers must continue to use their approved Infiniti URL. Q: If I move my domain to CDK, will my search results suffer? A: CDK is experienced in minimizing any disruption in rankings or traffic when transitioning from other providers. Implementing redirects provide the search engines with a map of consistency from the old to new sites, helping to preserve search equity. These are industry best practices for site migrations. Q: Will I be able to differentiate my store? A: Yes. To start, there will be multiple themes to choose from giving you the flexibility to select one that meets the need of your unique brand. You can then alter within the themes by choosing different layouts. Within those pages, there are a myriad of widgets available for placing unique content along with customizable pages that you can create from "scratch." Q: Today, I pay for a desktop site and a mobile site. How does this program address mobile?

5 A: Your Infiniti Retailer Website from CDK is built on a fully flexible digital platform that automatically optimizes your online showroom for mobile, desktop and tablet, with just one place to manage the website. CDK stays on the forefront of the latest mobile technology, and keeps pace with Google's requirements for search engine results. Q: How long does it take to convert or set up a site? A: The implementation process time can vary as site requirements and customer needs can vary. On average, the process takes between 30 and 40 days. Implementation consultants are assigned and will work with each retailer to craft a plan that works for their needs and timeline.