Automotive Digital Marketing

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2008 Automotive eShopper Experience Study

The 2008 Automotive eShopper Experience Study is the largest and longest research initiative of its kind in the industry with results from dealerships representing thirty OEM brands. The 2008 Automotive eShopper Experience Study is the first comprehensive overview of the shops' results, as well as a ranking of the top five performing OEM brands for 2007 and the 2008.

Key Findings

Tough times have made dealers more responsive to shoppers. However, there remains room for improvement, especially in the area of response quality.

* Dealers do not respond, by email or phone, to one in four shoppers submitting leads.
* When they respond, dealers are following up more consistently with an average of 3.1 follow-ups (vs. 2.0 in 2005).
* Only 13% or responding dealerships provide the shopper with information about the benefits of their particular brand or vehicle.
* And much more!

Download the full report in PDF file format:


About the Automotive Digital Marketing Professional Community

The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisors, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds available within the ADM community.

ADM is a great place for Tier 1, Tier 2 and Tier 3 automotive marketing and advertising practitioners, as well as Webmasters, dealer web site managers, automotive software developers and information technology solution designers to get new ideas and stay up to date on the challenges facing retail automotive Internet sales practitioners. ADM serves Automotive CRM and Lead Management suppliers, vendors, application developers and their affiliated sales professionals as an online exchange for strategy, tactics, best practices, files, resources and contacts that create powerful networking relationships within the auto industry.

Did you know there are now over 1,750 members on Automotive Digital Marketing Professional Community?
Have you reached out to connect with important ADM member contacts by asking them to be your Friend?

Did you know that there are over 4,000 photos listed on Automotive Digital Marketing Professional Community?
And, do you know that many of these images are actually charts and graphs of the latest marketing trends and research? Did you know that many of these photos are actual ads used by dealers that worked exceptionally well? There have been over 4,000 photos uploaded and made available for use by all ADM members.

Did you know that there are more than 650 videos on Automotive Digital Marketing Professional Community?
Have you seen how many of those videos are actual examples of marketing campaigns and business processes used successfully by some of the leading and most successful dealers in America?

Did you know that there are over 450 blog posts on Automotive Digital Marketing Professional Community?
When was the last time you posted a blog entry and let important ADM industry professionals know what you are up to? Have you checked ADM for the latest articles published by writers who walk the talk? Members have created more than 460 blog posts within their ADM provided websites that feature online file storage and personalized blog hosting at no cost to ADM members.

Did you know that there are over 400 forum topics on Automotive Digital Marketing Professional Community?
Have you checked the forum lately to see what your associates, clients and colleagues are saying?
Have you posted a forum discussion to see what other professionals have to say about the topic?

There have been over 400 discussions started and still active with ongoing comments and information being published daily within the ADM Forum.

Did you know that there are more than 25 professional groups on Automotive Digital Marketing Professional Community?
Have you joined any groups so that you can send messages to all other group members?

Did you know that there are Important Upcoming Automotive Digital Marketing Events listed on Automotive Digital Marketing Professional Community?
Have you posted what you or your organization considers to be important upcoming events on the ADM calendar so that other professionals will know about them, consider attending and register their intent? ADM members can create calendar events using the ADM site application that allows image and logos, links to registration pages, location maps that integrate with Google Maps, Outlook Calendar integration, invitation mailings using uploaded email lists, RSVP tracking and event management features and a whole lot more.

Did you know that there are more than 500 songs on Automotive Digital Marketing Professional Community?
Have you checked out what other automotive professionals are listening to?
Did you know that many of these songs are automotive marketing and Internet sales best practice Podcasts, and that many other MP3 files available are examples of highly effective radio spots, along with powerful and engaging dealer website soundtracks?

If you are interested in visiting and perhaps joining the Automotive Digital Marketing Professional Community, go to:

> The ADM Professional Community is all about car dealers using the web to generate sales leads and Internet sales. Automotive Internet sales and digital marketing professionals working with Acura, Audi, BMW, Chrysler, Dodge, Ford, Toyota, Chevrolet, Chevy, Honda, Nissan, GMC, GM, Mercedes-Benz, Lincoln, Mercury, Mini, Jeep, Volvo, Saab, Hummer, Cadillac, Buick, Pontiac, Saturn, Lexus, Porsche, Hyundai, Kia, Suzuki, Subaru, Volkswagen and other automotive franchises are ADM's most prolific members. Used car and automotive remarketing professionals will find a treasure trove of data, files, best practices, strategies, tactics and great contacts within the industry available at ADM.
ADM is proud to serve as an online meeting place, networking tool and idea exchange for car dealership suppliers and automotive web solution providers such as ADP Dealer Services, The Cobalt Group, The Reynolds and Reynolds Company, BZ Results, ADP Dynamic Websites, Automotive Websites, Dealerskins, Izmocars and Izmo CRM, TK CarSites, Autobase, DealerTrack, Arkona, Reynolds Web Solutions, Clickmotive, Xi Group and other dealership technology suppliers and vendors.

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Tags: 2008, Automotive eShopper, Experience Study, automotive Internet, automotive marketing, car dealer Internet sales, lead management for car dealers, marketing research


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Comment by mike lesinski on January 21, 2009 at 5:18am
This study is an interesting review of the leads practice within the industry. It provides further evidence to the benefit of the appropriate platform to leverage the enterprise value exchange (OEM and dealer network) with alignment to the consumer's view of value.

All you need to do is look at the results of Chevrolet. Given the volume of leads and number of dealers in that network, clearly there is a significant force at work in order to facilitate a jump from number 15 to number 2 in the industry.
Comment by Ralph Paglia on January 17, 2009 at 7:22pm
Imagine if leads were routed TOWARDS the 50% of dealers that do a good to great job handling them, and AWAY from the 50% of dealers who chase customers away with a poor or no response to their inquiries...

A few years ago Hyundai introduced a new policy and lead handling functionality which offered unresponded leads to competing dealers after 24 hours of the original dealer not responding. Within 6 months of introducing this lead management strategy Hyundai moved their overall closing ratio up by such a degree that they achieved the highest closing ratio of any brand on Internet sales leads.
Comment by Joseph B Antley; JB ANTLEY on January 13, 2009 at 11:03am
The Cobalt report is a great evaluation or report card for our business. Thanks for posting it, Ralph. In addition to the tidbits you cite above, I found three more that are nothing short of astounding.

1. Dealerships call less than half of the Internet leads they receive, responding to the remainder in email alone.
2. If a shopper asks for the price of a new vehicle, they will be given this information less than twenty-five percent of the time.
3. The average response takes over 5 hours.

Wow! Of course, the members here are not the ones guilty of this performance and these numbers only make you all shine.

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