Impact of E-Commerce, Search + Social on Auto Aftermarket Purchasing

This session looked at the impact of both social media and search as they relate to automotive aftermarket purchasing, including e-commerce. We discussed how to impact consumer needs and measure the effect of digital media in the purchase cycle. Additionally, we explored how search and social can be combined to create actionable intelligence that can make an impact throughout the entire organization. View our automotive industry solutions: http://ow.ly/kkQgt

Transcript

1. IMPACT OF E-COMMERCE, SEARCH + SOCIAL IN AFTERMARKET PURCHASING JUNE 7, 2012 PRESENTED BY STEVE PARKER, JR.
2. AGENDA 2 •  Impact of E-Commerce •  Impact of Search •  Impact of Social •  Impact of Social + Search
3. IMPACT OF E-COMMERCE 3
4. CONSUMERS ARE SHOPPING AROUND 4 “I WOULD CHECK DISCOUNT TIRE DIRECT FIRST, THEY HAVE FREE SHIPPING, TIRE RACK DOESN’T. I HAVE CHECKED BOTH (just bought a set for my m/c yesterday) and with the free shipping factored in discount beats tire rack every time, not to mention discount carries Nitto and tire rack doesn't. Source: ls1.com/forums visit to receive a QUOTE or PRICING. 46% of visitors to a leading auto retailer website visit to check OFFERS + REBATES. 46% visit to research product for PURCHASE. 31% Source: ls1.com/forums & Proprietary Levelwing Automotive Aftermarket Study, 2012
5. CONSUMERS LOOK TO OTHERS 5 70% of Americans say they look at product reviews before making a purchase. Integrating your ratings + reviews is CRUCIAL. Source: Winning the Zero Moment of Truth,” Google, Inc., 2011
6. ZERO MOMENT OF TRUTH (ZMOT) 6 (ZMOT) The moment when consumers make choices that affect the success + failure of a brand. Online comparison shopping is the 3RD MOST POPULAR resource during ZMOT. Source: Winning the Zero Moment of Truth,” Google, Inc., 2011
7. IMPACT OF SEARCH 7
8. SEARCH ENGINES ARE DECISION MAKERS 8 Search is the only form of advertising that FULFILLS DEMAND rather than attempt to create it. 82% who have viewed a company’s website convert into an in- store customer within the first 7 days. AWARENESS INTEREST CONSIDERATION PURCHASE Source: Proprietary Levelwing Automotive Aftermarket Study, 2012
9. SEARCH IS USED FROM THE START 9 2/3 of search traffic to tire/auto-service sites comes from a non- branded search. Having a well-constructed paid search strategy, consisting of both branded and non-branded terms is a NECESSITY. Source: Google, 2012
10. IMPACT OF SOCIAL 10
11. Community Growth 1 Engagement 2 Return on Investment 4 KPIs 3 Four Quadrants of Success 11 HOW SUCCESS IS MEASURED
12. SEARCH, SOCIAL, OTHER ALL WEBSITES WEBSITE CUSTOM DATABASE QUOTE BATTERY QUOTE SITE VISIT (No Traceable Data Provided) APPT. PURCHASE OCCURS POS DATA CAPTURED ANALYTICS + TRACKING RETURN ON INVESTMENT 12
13. EXTRACTING VALUE FROM SOCIAL 13
14. SOCIAL LEADS TO 1:1 ENGAGEMENT 14 1,000+ Unique negative situations resolved via social platforms this year, with approximately 200 shares that the issue was resolved Engage in ONE-ON-ONE COVERSATIONS. AutoTrader has created a private social network to communicate with its thousands of dealers in order to gain FEEDBACK and INSIGHTS CONFLICT RESOLUTION is not limited to B2C. Source: Propriety Levelwing Data, 2012
15. IMPACT OF SOCIAL + SEARCH 15
16. CREATING INTEREST (AND THEN DEMAND) 16 Social can be used to create interest + awareness, leading to DEMAND. AWARENESS INTEREST CONSIDERATION PURCHASE
17. HOLISTIC MESSAGE TESTING 17 Conversational + Messaging Insights Messaging + Content Rotation are KEY. ROI Insights Messaging Insights Demand
18. MESSAGE SEQUENCING 18 TOUCH 1 SOCIAL TOUCH 3 PAID SEARCH TOUCH 2 DISPLAY IN-STORE PURCHASE TOUCH 4 PAID SEARCH SOCIAL: TWITTER SOC.TW DISPLAY: BEHAVIORAL DIS.BEH PAID SEARCH: TAIL, GENERAL SEM.TL.GN PAID SEARCH: TAIL, GENERAL SEM.TL.GN WHO SKU PURCHASE = SEQUENCE ID: 141 56 CONVERSIONS AVG. ROI $7.42
19. SUMMARY 19 •  Many factors inform customers purchase decisions - use to your advantage •  Silos do not work, have a plan and a strategy - (don’t just do things) •  Cohesion is key - insights should universally apply to your business goals
20. THANK YOU 20 STEVE PARKER, JR +1.843.631.4587 sparker@levelwing.com @sparkerjr | levelwing.com READ OUR BLOG askingsmarterquestions.com