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Digital Dealer: The Evolution of Automotive Digital Marketing – Where Do Dealers Go From Here?


The Evolution of Automotive Digital Marketing – Where Do Dealers Go From Here?

A brief overview of the last 10 years, where the ‘State of the Art’ for car dealers stands today, and where the most successful dealers will get their competitive advantage tomorrow…

Ralph Paglia will share insights gained from 20 years of designing, implementing and managing digital marketing strategies and tactics for car dealers. He will provide an overview of lessons learned that allude to critical mistakes being made by many dealers today. He will review dealer best practices specific to selecting software tools, deciding what should be managed in-house versus what and when it is better to outsource. He will provide attendees with access to multiple online tools, reporting and tracking systems, as well as multiple free and low cost resources that they can begin using before they return to their dealerships from Orlando. Attendees will learn how to apply tracking systems to Key Performance Indicator (KPI) measurement points that make managing a dealer’s digital marketing strategy easier and simpler for dealers and general managers. You will also learn how to use these same KPI measurement and reporting techniques to make recommended budget allocation changes that will help your dealership realize a stronger ROI from your total marketing investment each month. Each attendee will be provided with access to download a proprietary Excel spreadsheet file that they can use to make media allocation recommendations based on Paglia’s unique “Budget Cascade” automated calculations derived from minimum budget requirements and maximum effectiveness peaks within each digital and offline channel.

What action items will attendees take back to the dealerships?
1. Create a Google Adwords account for the dealership
2. Download and complete the Digital Dealer Self-Assessment document
3. Download and apply the Digital Marketing Budget Optimizer tool

Ralph Paglia has 20-plus years of leadership in information technology enabled automotive marketing strategy and tactical implementation. Widely known as the outspoken director of Digital Marketing at ADP Dealer Services, Paglia is now vice president of Digital at Tier 10 Marketing. He is also the founder and editor-in-chief of America’s leading social network for automotive marketing and sales professionals. The Automotive Digital Marketing (ADM) Professional Community provides an online exchange for strategies, tactics, best practices, files, images, videos and professional networking amongst marketing professionals working in the car business. Paglia has presented critically acclaimed workshops at each of the 11 previous Digital Dealer Conferences.

Wednesday, April 4, 2012

11:00 -11:50am

FUNDAMENTAL
The Evolution of Automotive Digital Marketing – Where Do Dealers Go...
A brief overview of the last 10 years, where the ‘State of the Art’ for car dealers stands today, and where the most successful dealers will get their competitive advantage tomorrow…

Ralph Paglia
Session: 211

INTERMEDIATE
Net Promoter: Would your Customers Recommend your Dealership?
Build customer loyalty by consistently asking one question

Paul Long
Session 212

INTERMEDIATE
Fighting Technology Inertia
How to get employees to accept new technology

Sandi Jerome
Session 213

INTERMEDIATE
Becoming a 10x Dealership
It takes exposure, best practice follow-up and competitive pricing to drive maximum sales and profit

Tom Mohr
Session 214

INTERMEDIATE
Why Move More of your Dealership’s Sales Process Online?
Set-up your dealership for success with digital retailing solutions that lead to engaged consumers, qualified leads and faster sales

Pete Batten
Session 215

ADVANCED
Taking the Zero Moment of Truth (ZMOT) to the Showroom Moment of Truth

David Metter (panel) Session 216

ADVANCED
Inbound Marketing Strategies for 2012
Developing your dealership’s inbound marketing strategies, tactics and techniques to drive more website visitors

Todd Smith
Session 217

FIXED OPERATIONS
Selling Service Contracts on the Service Drive – When Before Meets ...
How to consistently and ‘intentionally’ enable the service drive customer to see their need to cover mechanical breakdowns before they happen.

Rick McCormick
Session: 218

PRE-OWNED
The Private Individual
How do we compete with them?

Tim Deese
Session: 219

Views: 192

Tags: Automotive, Dealer:, Dealers, Digital, Do, Evolution, From, Go, Here?, Marketing, More…The, Where, of,

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