DIGITAL ENABLERS The Digital Marketing Landscape
The Digital Marketing Landscape
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Digital Engagement Growth in contacts made to our businesses through digital sources 9000 8000 7000 6000 5000 4000 3000 2000 1000 0
Total Monthly Contacts
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New Website
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Email Marketing Marketing provides a number of templates to sites for sales and aftersales customer contact (e.g. test drive bookings, service bookings, reminder emails, etc.) Vindis Group has a contact strategy, which includes the following emails: • Quarterly tactical mailings for both sales and aftersales • eNewsletters • New product mailings • Welcome Programme emails • Driven magazine
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SEO & PPC Search Engine Optimisation (SEO) Search Engine Optimisation takes time and money to develop, it is an ongoing process of monitoring and requires daily updates, and staying up-to-date with search engine algorithms can make this challenging. Marketing has to ensure that our site has fresh, unique and current content. Our aim is to keep our Group, and your business, at the top of a search result. In many circumstances we rank better that the manufacturer. Pay Per Click (PPC) The goal with PPC is to drive paid search ads to the content we have created. Vindis Group has in the last two months invested in a new agency to run improvements in PPC. Further investment in adverts will be required once we start to see improvements in click-through ratios and lead generation. 6
SEO & PPC
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SEO & PPC September 2015 / Dealership
Clicks
CTR (%)
Cost (£)
CPC (£)
Position
Impressions
Bedford Audi
55
0.47
50
0.91
1.2
11580
Bedford Volkswagen
57
0.54
50
0.87
1.2
10628
Vindis SKODA Bury St. Edmunds
44
1.41
34
0.78
1.6
3124
Cambridge Audi
36
1.66
28
0.76
1.4
2163
Cambridge Volkswagen
37
0.88
31
0.83
1.1
4211
Vindis SKODA Cambridge
178
0.85
140
0.79
1.6
21025
Bentley Cambridge
41
0.56
25
0.62
1.2
7331
Huntingdon Audi
7
1.07
6
0.82
1.3
654
Huntingdon Volkswagen
20
0.54
17
0.83
1.3
3689
Northampton Audi
68
0.56
67
0.99
1.3
12040
Northampton Van Centre
50
1.67
54
1.08
2.7
2992
Peterborough Audi
34
0.74
31
0.92
1.2
4594
Cookes of Fakenham
12
1.69
11
0.93
1.1
711
Sawston Volkswagen
10
0.46
8
0.80
1.1
2196
St. Ives Van Centre
42
0.63
50
1.18
1.9
6689 8
Digital Advertising Geotargeting Geotargeting refers to the practice of delivering different content to a website user based on his or her geographic location. Geotargeting can be used to target local customers through paid (PPC), organic search or other third-party online advertising sources, e.g. local news, autotrader, etc. Retargeting Retargeting converts window-shoppers into buyers. Generally 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit the website and displays adverts to them as they visit other sites online. 9
Digital Advertising
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Digital Advertising
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Social Media Businesses have found that social media can generate twice as many marketing leads compared to trade shows, telemarketing, direct mail or PPC; all done at a lower cost per lead. This digital marketing channel is an ideal way for a business to amplify the reach of their content and increase website traffic. It is also becoming one of the most common platforms for customer feedback and complaints.
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Social Media We have the following accounts at present:
However, we struggle to get the content we require‌
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Social Media
Retweets = 14 Favourites = 19 Retweets = 10 Favourites = 21
Retweets Retweets = 191 = 198 FavouritesFavourites = 910 = 337
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Social Media Advertising
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Current Digital Marketing Contacts Centre
Digital Marketing Champion
Bentley Cambridge
Graham Griffiths
Bedford Audi
Audrey Crawford
Cambridge Audi
Robert Fisher
Huntingdon Audi
Katie Eldridge
Northampton Audi
VACANT
Peterborough Audi
Holly Hutton
Bedford Volkswagen
Adam Dean
Cambridge Volkswagen
Jack Weston
Cookes of Fakenham
Melanie Howard
Huntingdon Volkswagen
Kira Davison
Sawston Volkswagen
Arthur Allen
Vindis SKODA Bury St. Edmunds
Steve Bradley
Vindis SKODA Cambridge
John Culling
Vindis Van Centre Northampton
VACANT
Vindis Van Centre St. Ives
VACANT
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Content marketing
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Zero Moment of Truth
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What is content marketing?
Vindis Group Marketing Strategy
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Content Marketing Content marketing: • Generates more inbound traffic to the Vindis Group website • Increases engagement with our target audiences • Generates more leads • Increases sales – the Custom Content Council states that 55% of consumers are not only attracted to content but would buy the products or services of the provider • Builds up natural link popularity – content-rich websites can generate 97% more leads than those without • Builds brand awareness • Establishes a brand as a thought-leader, building trust with the consumer • Is cheaper than traditional forms of marketing – certainly if produced in-house! 20
Content Marketing The value of good content has been seen over the last couple of years. Even more so now that Google started ranking links based on highquality and original content, linked to SEO. Vindis Group marketing can distribute and promote good quality content via the channels we already have: • Vindis Group website • Email marketing • YouTube • Social Media But, we need YOUR help! 21
Content Marketing BRAINSTORMING EXERCISE ONE How can you help us to generate content that will engage YOUR customers and YOUR future customers? • • • • •
What are the most common questions that are asked in YOUR centre? Test drive focus group Could we film more customer interactions, for example, handovers, sales experience, etc? With consent! How can we better utilise tools such as CitNow, Audi Cam, etc? Customer information videos and How to? guides
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SalesMaster App.
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QR Codes
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Augmented Reality Who knows what Augmented Reality is?
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Augmented Reality
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Augmented Reality BRAINSTORMING EXERCISE TWO How could we utilise Augmented Reality? •
Could this be used in Centre?
•
Could this be used in marketing? For example, in Driven magazine.
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What content would be engaging to customers that doesn’t already exist?
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Mobile Applications
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Mobile Applications BRAINSTORMING EXERCISE THREE Please create a mobile application that will aid customer experience and engagement with the Vindis Group brand? You have been provided with a template for this.
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SMS Reminders
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MMS Multimedia Messaging Service (MMS) is a standard way to send messages that include multimedia content to and from mobile phones. It extends the core SMS capability. The most popular use is to send photographs but can be also used on a commercial basis as a method of delivering news and entertainment content and by retail brands. Examples of use could include; delivering scannable coupon codes, product images, up to forty seconds of video, one image, multiple images via slideshow or audio plus unlimited characters.
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Big Data Google Analytics, Universal Analytics and AdWords are just a few of the tools marketers can use for tracking the effectiveness of the digital marketing campaigns. These powerful analytics and tracking tools can help demonstrate a true ROI from all digital channels. We can also pass on leads from email and other digital media, especially when the SalesMaster application is live and integrated with digital media.
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Marketing Automation
Vindis Volkswagen Marketing Strategy
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Internal Marketing
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Internal Marketing Consider how to inform employees about the plan. Ensure everybody understands and can provide feedback. Ensure that they understand the benefits to the customer. Engage them in order to ensure that they help with generating content, ideas, and submitting them to the management team, and to marketing?
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What else is accessible?
Is there anything that I’ve missed?
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