The Managed Advantage. Three ways Dealer.com Managed Services power your dealership campaigns.

Transcription

1 The Managed Advantage Three ways Managed Services power your dealership campaigns.

2 Ninety-five percent of today s car shoppers are beginning their vehicle path-to-purchase online *. This means that the importance of an engaging, connected digital experience, and its influence toward getting those online shoppers into the physical dealership, is more critical to dealer success than ever before. From leads to increased brand exposure, the benefits of a connected digital strategy and its marketing advantages are obvious. But so, too, are its challenges particularly in the area of digital campaign execution. To meet monthly revenue goals, align with Tier I campaigns, and effectively merchandise inventory, dealerships increasingly turn to digital campaigning. Successful execution of these campaigns requires a mix of creative strategy and development, tactical execution, and day-to-day management. Without each component working together, campaigns will be incomplete, delayed, inaccurate, or generally disconnected from overall dealership strategy. Model Year End Clearance Event New 2014 Sedan 5-speed Automatic Sedan LEASE NOW FOR $ 249/mo. 36 months $1999 Due at signing ROI Motors Leas ase for 36 mon onth ths wi th $1, 1,99 9 due at sig igni ning ng. Pri rice plus tax, tag, deal er installed opt ptio ions and fee ees incl clud udin ing $98 priv ivate ta g agen cy fee and $ pre-de delive ry service fee. Add itio iona nal fe es may app ly at leas ase te rmin inat ation. All Offer s wi th app roved cred edit it. See Dea ler for comp mplete det ails ls. ROI Motors - Burlington, VT Premium SEO Managed Content and Creative Managed Social and Advertising alignment

3 Agency or In-house Management To meet these challenges, dealerships typically turn to one of two models: an outside agency or vendor, or investment of in-house resources like graphic designers or digital specialists. Both models have unique challenges: The challenges of the multi-vendor model: The challenges of the in-house model: Agencies are typically expensive, and Agency turnaround time is slow, Agencies have no way to measure In-house personnel generally execute in tighter Even the most talented creative hires will lack the despite promises, are often the wrong campaign asset revisions can take campaign results or advise on strategy alignment with dealership strategy, but they require specialized expertise and industry connections size, or are too busy to attend to the days, and work is almost always adjustment. Without the analytics to additional investment. And the resources to hire more necessary to manage and optimize multichannel particular needs of every dealer client done in reaction to dealer initiative, help steer future advertising campaign dealership staff may be better allocated toward other dealership campaigns. and its individual campaigns. since many creative firms lack the strategy, agencies can t prove the areas of the business. automotive retail visibility and foresight return on a dealership s investment. to generate long-term ad strategy. The result is incomplete work and missed campaign opportunities. Facebook Ad Creative Social Media Vendor Ad Agency The Dealership Website Company Blog Metadata Link Building Landing Pages ROI Measurement Google+ Data Analysis Dealership Reviews Custom Pages SEO SEM Provider SEO Vendor Twitter The Dealership Website Analysis Working with an agency increases the potential for confusion and mistakes, and can cost dealers time and money. Creating and executing effective campaigns in-house requires substantial investment in additional dealership personnel.

4 The Managed Services Approach To address the shortfalls of these typical digital campaign models, offers Managed Services, in which digital professionals coordinate, execute, and manage dealership campaigns across every key digital channel. Managed Services campaigns are centralized, coordinated through a primary point of contact the Digital Campaign Coordinator and executed on the integrated platform. Managed Services Content and Creative feature professional copywriters, designers, and analysts that work within the parameters of your campaign strategy and goals to create compelling website content including homepage slideshows, campaign landing pages, and banners. Premium SEO, automotive s premier search engine optimization service, feature copywriters and strategists that ensure the highest level of organic search engine visibility, driving more traffic to dealer websites. And Managed Social s dedicated social professionals combine creative content with community management for a complete social presence. Campaigns consistently align with a dealership s overall digital strategy and brand guidelines, and encompass a complete range of services. As many as five campaigns are launched per month, each uniquely enhanced by s industry-leading automotive shopper data, as well as partnerships with OEMs to satisfy their unique compliance needs, and technology leaders including Google and Facebook. How It Works Industry leading search engine visibility drives traffic to your site Premium SEO The Dealership Managed Content and Creative Professional web and display content creates cohesive campaign-relevant messaging Community management with creative content builds a complete social presence Managed Social

5 The Benefits of Managed Services There are three essential differences between Managed Services and an agency or in-house models: 1 Digital professionals, focused on dealership strategy. Managed Services comprise teams of content generators whose sole focus is the automotive industry. This means that dealerships aren t burdened with tasks like gathering correct vehicle images, OEM incentives information, or compliancy guidelines. maintains relationships and exclusive partnerships with several manufacturers, eliminating a large step toward OEM compliance. And because Managed Services are an extension of the greater integrated solution, they also mean that campaign content does not have to navigate superfluous moving parts in order to get approval to go live. Digital Campaign Coordinators and designers not only manage and execute dealer-originated campaigns, but also suggest promotions, specials, and incentives to feature proactive outreach that agencies simply cannot do.

6 The Benefits of Managed Services There are three essential differences between Managed Services and an agency or in-house models: 2 Insight and analytics, in real-time. Managed Services Digital Campaign Coordinators provide detailed campaign reports to help dealers understand the strategy behind each created element and to demonstrate consistent alignment. A single login to ControlCenter enables dealers to view their site and see the performance of their campaigns in real-time.

7 The Benefits of Managed Services There are three essential differences between Managed Services and an agency or in-house models: 3 Cost-effective, and time-saving performance. Managed Services minimize or eliminate the need for in-house or outsourced designers. And, by leveraging automotive s most powerful and comprehensive digital marketing solution, they run in complete alignment with dealerships overall digital strategy. The result is optimal campaign visibility, reach, and effectiveness of every campaign, with no delays piecing together design and execution resources.

8 Marketing Success with Managed Services A dealership s marketing success depends on the effective management of many channels: traditional media, physical dealership appearance, and customer relations, to name a few. Adding to that challenge is the ability to navigate the tricky landscape of OEM compliance, meeting the marketing requirements of both the dealership and the manufacturer. But with Managed Services, dealerships can successfully navigate the multiple processes involved in creating and maintaining effective dealership marketing. Share this ebook: