Driving Innovation in Today’s Changing Marketplace
Linda BartmanChief Marketing Officer, Cars.com
Cars.com Overview
• Visited by more than 12 million car shoppers each month, Cars.com is the leading destination for online car shoppers.
• We offer credible and easy-to-understand information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car.
Cars.com Overview
Sales
Customer Support
Training
Marketing
Operations
Strategy & Biz Dev
Product
Finance
A Unique Company Culture
Unique Business Segments
Consumer OEM Dealer
Shifting Trends Present Unique Challenges
Historically, Dealers have had Control
Today, Shoppers Hold the Keys
New and Unique Challenges for Our Business and Industry
Challenges Present Opportunity to Innovate with Value in Mind
Mobile Metrics
Today’s Mobile Shopper• Mobile is mainstream with
110 million smartphone users in the U.S.
• 83% of mobile car shoppers own a smartphone, and 28% own a tablet
• More than 1/3 of car shoppers felt that information attained from mobile devices was an essential factor in their purchase
Source: comScore 2012; Mobile Web & App Usage for Automotive Shoppers, Nielsen/Cars.com
Mobile Shopper Trends Translate to Cars.com
Mobile Cars.com traffic has increased
year over yearOf Cars.com traffic comes
from a mobile device41%
36%
27% less likely to send an email lead
12Source: Cars.com Omniture and Business Objects
Evolving Mobile Platforms to Deliver Value and Meet Consumer Needs
Digital Attribution Challenges
THENNOW
Digital Attribution Challenges
Effectively Utilizing Data
Changing Dealer Mindsets
Moving Digital from Association with Direct Response
Defining Our Data Strategy
Business Intelligence Data Licensing
Data for Content
Development
Utilizing Content Marketing to Overcome Attribution Challenges
Content Marketing
Value Attribution
and Measurement
Online Branding
Digital Strategy
Mobile
Social Media and Reputation Management
Consumer Journey
Digital Attribution Challenges
Effectively Utilizing Data
Changing Dealer Mindsets
Moving Digital from Association with Direct Response
Changing the Value Discussion Based on Today’s Shopper
Audience
Awareness
Consideration
Conversion
19
Today’s Value MetricsYesterday’s Value Metric
Direct Response
Driving Your Own Innovation
Create the Right Environment for Your Clients
• How are you accounting for consumer behavior changes in your industry?
• Are you managing the risks between your consumer and B2B strategy?
• Are you utilizing data as effectively as possible to prove your value?
Thank You