Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Chrysler's New Online Strategy Includes Dealer Websites and Digital Advertising

Chrysler LLC is overhauling its approach to online marketing and will begin rolling out its new strategy to its dealers in the next couple of weeks. Dealers will pay 40% - 60% less than the market price for leads and websites under the new program. The strategy also will integrate all of Chrysler's and its dealers' online marketing efforts. - By Cliff Banks; Ward's Dealer Business

“We have two goals with the new program,” says Chuck Sullivan, director-interactive for Chrysler. “We want to help our dealers catapult in the digital space and we want to drive incremental sales for Chrysler.”

Deborah Meyer, Chrysler's chief marketing officer, started meeting with Sullivan in December to begin laying out the plan. Sullivan at the time was with Organic Inc., an online agency that helped Chrysler with search-engine marketing. He came on board with Chrysler in May.

During the first phase of the launch, Chrysler is revamping the way it buys online leads from third-party vendors and pushes them down to its dealers. The auto maker has locked up deals with all of the major third-party vendors to provide leads at a significantly lower cost than the average $20-$30 per lead most dealers pay today.

According to one dealer on Chrysler's Internet advisory board, Chrysler will charge its dealers $18 per lead. Sullivan declines to confirm the price but says discussions with lead providers “were rigorous and interesting.” Chrysler will monitor each vendor's performance on a daily basis, Sullivan says.

The second phase begins in late September, when Chrysler will begin launching new websites for its dealers. The new sites will be customized for each dealer using vendor Dealer.com's platform. The program is voluntary, but dealers will only be able to receive leads from Chrysler's brand site if they participate. Sullivan believes dealers will find the program's cost and value attractive.

Dealers will be offered a 30-day free trial to use the new website. Following the 30-day trial, dealers will have three packages to choose from at varying price levels. Dealers will pay 40% -60% less than the market price for the sites offered through Chrysler's program.

Dealer.com's platform will provide dealers with more customization than the current 5-star websites they now have. Chrysler says the sites also will integrate better with its brand websites allowing for better access to pictures and inventory listings. Also attractive to dealers is the ability to link to their other brands, and as a result, do away with having to maintain multiple sites.

Helping to coordinate the new strategy is Shift Digital, a new digital marketing firm created by Steve St. Andre, who recently was president and chief operating officer of FordDirect. St. Andre also is putting together the deals with Chrysler's online vendors, ensuring dealers get value at a reduced price. “This is the biggest network play out there,” St. Andre says.

The third phase will integrate all of Chrysler's and its dealers' search-engine marketing efforts into one cohesive strategy and will begin sometime early in 2009, probably following the National Automobile Dealers Assn. convention. The strategy should clear up a lot of the confusion surrounding search engine marketing in the dealer space. For most auto makers, including Chrysler, online digital efforts have been, in the words of one dealer, “discombobulated.” Automotive advertising happens on three levels: tier-1 is the auto maker; tier-2 are the regional dealer ad associations; tier-3 are the dealers.

The problem is there is little to no coordination between the three levels. It's basically an “each man for himself” strategy, with each group buying their own key words. The result is that auto makers compete against their own dealers for relevant search terms. Dealers, meanwhile, compete against themselves if they are part of an association that buys search terms. They're also competing against their own manufacturer. All this drives the cost of search terms higher.

Under the new program, Organic, working with Shift Digital, will align all of the search activity to make sure the three groups work with each other instead of competing.

By Cliff Banks
Wards Dealer Business

About the Automotive Digital Marketing Professional Community
The Automotive Digital Marketing (ADM) Professional Community website serves Car Dealers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers and Sales Managers. ADM is also a proven resource for OEM Interactive Media and eBusiness Managers who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevent and timely topics. ADM is a great place for Tier 1, Tier 2 and Tier 3 Automotive Advertising Practitioners, as well as Web Site Managers, automotive software Developers and Solution Designers. ADM serves Automotive CRM developers, users and sales professionals, along with Lead Management and Information Technology Suppliers as an online exchange for strategy, tactics, best practices, files, resources and contacts within the auto industry.

- Currently, ADM has over 1,500 active members
- There have been over 2,500 photos uploaded and available for use by members
- There have been over 430 music tracks uploaded
- Members have uploaded over 550 videos to share
- There have been over 300 discussions started and ongoing
- Members have created more than 300 blog posts within their ADM provided blog space


If you are interested in visiting and perhaps joining the Automotive Digital Marketing Professional Community, go to: http://www.AutomotiveDigitalMarketing.com


The ADM Professional Community is about automotive, Acura, Audi, BMW, Chrysler, community, digital, Dodge, marketing, professional, Ford, Toyota, Chevrolet, Chevy, Cars, Trucks, Sales, Dealers, Honda, Nissan, GMC, GM, Mercedes-Benz, Mopar, leads, Lincoln, Mercury, SEO, SEM, advertising, VW and other car companies and OEM.

ADM is also proud to serve as an online meeting place and idea exchange for web solution providers such as The Cobalt Group, The Reynolds and Reynolds Company, ADP Dealer Services, BZ Results, ADP Dynamic Websites, Dealer.com Automotive Websites, Dealerskins, Izmocars and Izmo CRM, TK CarSites, Autobase, DealerTrack, Arkona, Reynolds Web Solutions, Clickmotive, Xi and other technology suppliers and vendors.

Views: 704

Tags: Advertising, Chrysler, Dealer, Digital, Online, Strategy, Websites

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2019   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service