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GM Confidential
Digital Marketing PackageDigital Marketing Package
Modified by Ralph Paglia:ADP & GM Solution Alignment Opportunities in Yellow Font
GM Confidential
Digital Marketing Package – Comparison Matrix (1)Digital Marketing Package – Comparison Matrix (1)
GM Confidential
Digital Marketing Package – Comparison Matrix (2)Digital Marketing Package – Comparison Matrix (2)
GM Confidential
Overall Goals of Digital InvestmentOverall Goals of Digital Investment
Better alignment of media spending with media consumption (fish where the fish are)
Get consumers to our dealers as quickly as possible
Deliver a richer consumer online shopping experience
Provide GM and its dealers with a competitive advantage
Better alignment of media spending with media consumption (fish where the fish are)
Get consumers to our dealers as quickly as possible
Deliver a richer consumer online shopping experience
Provide GM and its dealers with a competitive advantage
GM Confidential
IMR ParticipationIMR ParticipationDefault participation … Dealers must opt-out Must participate in the GM Certified Internet Dealer ProgramAll participating dealers receive digital package (free of charge)
Default participation … Dealers must opt-out Must participate in the GM Certified Internet Dealer ProgramAll participating dealers receive digital package (free of charge)
- Lead Delivery
- Dealer Website
- Paid Search
- Dedicated Advocate
Potential ADP Digital Ad Solutions that fit/complement GM IMR Program:
- Campaign Microsite Lead Delivery via GM OneSource pipeline
- Multimedia Online Display Advertising
- GM Marketing asset integration into ADP Digital Advertising creative assets
- ADP Virtual Marketing Managers communicate & coordinate with Cobalt Dedicated Advocates
GM Confidential
Package Is Far More Than A Website… Package Is Far More Than A Website…
OneSource “Pipe”
•Delivered over 3 Million leads to dealer in 2007
•Consolidates ALL leads and provides to dealer in one place
•Compatible with 30+ CRM and Lead Management applications
ContextualTargeted AdPlacements
BehavioralTargeted AdPlacements
IntelligentMarketingeNewsletters
Ad Campaign Microsites
•Virtual Marketing Reps (VMR)•Offline/Online Ad Campaign Integration•Digital Buying Access to Radio, TV, Print•GM Marketing Asset Utilization
•BT Delivers Message to in-market shoppers•GM Tier 3 access to Premium Site Networks
• eNewsletters Drive Traffic to IMR website• Whitelisted servers = 99% Delivery• Extend Marketing reach to LT shoppers
GM Confidential
GM OneSource Lead Delivery
GM OneSource Lead Delivery
GM Confidential
OneSource Lead Delivery “Pipe”OneSource Lead Delivery “Pipe”
Consolidates and delivers ALL lead types to dealer in ONE place
Enables Metrics
Compatible with more than 30 CRM and lead management applications
Point of Clarity: Cobalt has nothing to do with the “pipe”…
OneSource Lead Delivery “Pipe”
LMG Leads
GM Website Leads
3 rd Party Leads
Handraisers
Leas
e Po
rtfol
io
Event L
eads
Direct
Man
ifest
s
Regio
n Man
ifest
s
Dealer Website Leads
GM Confidential
GM DEALER WEBSITESGM DEALER WEBSITES
GM Confidential
GM Dealer Websites Are Driven By Consumer NeedGM Dealer Websites Are Driven By Consumer Need
Consumers want price, inventory and location… not flash and games
Focus: - Marketing messages
- Consumer experience
- Driving leads to dealers
Consumers want price, inventory and location… not flash and games
Focus: - Marketing messages
- Consumer experience
- Driving leads to dealers
GM Confidential
Advantages of Core Dealer WebsitesAdvantages of Core Dealer Websites
• Exclusive Link on Divisional Locators
• Exclusive GM Promotion Integration
• Automated National and Regional Incentives
• Exclusive OnStar OVD Integration
• Window Stickers, CUV/CPO Integration
• Compatible With OneSource Lead Delivery (Pipe)
• Managed By A ProActive Care Dealer Advocate
GM Confidential
Importance of GM Dealership WebsitesImportance of GM Dealership Websites
Produce higher returns:
5x more likely to convert visitor to lead than our own brand sites
Among the highest close rates of any Internet leads
Produce higher returns:
5x more likely to convert visitor to lead than our own brand sites
Among the highest close rates of any Internet leads
GM Confidential
PROACTIVE CARE DEALER ADVOCATEPROACTIVE CARE
DEALER ADVOCATE
GM Confidential
ProActive Dealer Care Process ProActive Dealer Care Process
1. Research
• Organic Search Analysis
• Dealer Business Goals
2. Plan
Website Marketing Plan
• Dealer Provided Content
• Specials
• Leverage Offline Advertising Online
Organic Search Engine Optimization Plan
• Homepage Content
• Keywords, Tags
• Landing Pages
3. Implement / Report
• Website Improvements
• Organic Search Optimization
• Monthly Reporting
• Quarterly Planning Meetings
• Upgrade Paths Based on Business Goals
GM Dealer Dedicated Support
GM Dealer Dedicated Support
GM Confidential
PAID SEARCH & LANDING PAGES
PAID SEARCH & LANDING PAGES
GM Confidential
IMR Addresses consumer needs at each Tier
Divisional Websites
DMA/Regional & LMA
Landing Pages
Dealer Websites
GM Confidential
DMA Landing PagesDMA Landing Pages
GM Confidential
DMA Landing PagesDMA Landing Pages
Model Availability
Model Availability
Website Integration– View Address– Tracked Calls– Contact dealer– View Inventory– View Specials– Get Directions
Website Integration– View Address– Tracked Calls– Contact dealer– View Inventory– View Specials– Get Directions
Local Market Branding
Lead Generation
GM Confidential
DMA Landing PagesDMA Landing Pages
Displays all dealers in DMA participating in iMRA consumer-centric local market experienceMeasure brand advertising at local level Track results and improve over time
Displays all dealers in DMA participating in iMRA consumer-centric local market experienceMeasure brand advertising at local level Track results and improve over time
GM Confidential
Connecting the DotsConnecting the DotsCadillac CTS
GM Confidential
GM Confidential
GM Confidential
GMC Acadia
GM Confidential
GM Confidential
GM Confidential
GM Confidential
GM Confidential
GM Confidential
Hyper Local Search Results ExampleHyper Local Search Results Example
GM Confidential
Direct-to-Dealer WebsiteDirect-to-Dealer Website
GM Confidential
Same Store Pre/Post iMRSame Store Pre/Post iMR
How effective is the package?
10% increase in dealer website visits (year-over-year)
40% increase in in-market leads (year-over-year)
How effective is the package?
10% increase in dealer website visits (year-over-year)
40% increase in in-market leads (year-over-year)
31
2007 vs. 2008
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