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Research |
2007 Dealer eBusiness Performance Study: The New Buying Influences (WHITEPAPER)
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The Cobalt Group, together with Yahoo! and R. L. Polk & Co. present the 2007 Dealer eBusiness Performance Study, the most comprehensive research initiative in the automotive industry. A sequel to Cobalt’s 2005 Industry and Dealership eBusiness Performance Study, this study takes a closer look at car shopping from the consumers’ perspective to understand the new buying influences. The study covers the following:
- How consumers use search and consumer generated media to pre-shop and select a dealership
- The amount of lost opportunity that occurs at the dealership level and the leading reasons why
- What factors lead to brand defection and how OEMs can help increase brand loyalty
- The impact of dealership reputation, sales staff and vehicle pricing on consumer purchase decisions
- Best practices of the most successful dealerships at converting online leads into sales
Download Whitepaper(Print-ready PDF)
Converting More Online Shoppers to SalesDealix Retail Strategy Brief: July 2008
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"Consumer Expectations or Internet Lead Marketing"
In a challenging market, dealers need every advantage to maximize each opportunity. There is increasing evidence that all leads should not be handled the same way. More importantly, information is emerging that enables dealers to identify indicators of shopper purchasing expectations. Dealers who best meet those expectations are more likely to convert shoppers into customers.
This Dealix Retail Strategy Brief summarizes key findings from a report produced in May 2008 by R. L. Polk & Co. titled "Consumer Expectations for Internet Lead Marketing." This summary was designed to illuminate key concepts that dealers may find highly beneficial in acquiring more Internet-based shoppers as well as converting those shoppers into customers.
The Polk study segmented car shoppers into three distinct segments: Loyalist, Defector, and First Time Buyer. Each segment represents opportunities for dealers seeking increased sales and conversions. Discover key concepts and recommendations for the various segments.
Download Brief(Print-ready PDF)
2007 Dealer e-Business Performance Study:The New Buying Influences (PRESENTATION)
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Internet Roundtable (Oct 2007)
This presentation, jointly sponsored by The Cobalt Group, Yahoo and R. L. Polk & Co., reviews research findings from multiple 2007 studies encompassing over 1500 consumers, 1 million 3rd party leads, and 2100 dealerships that identify changes in automotive consumer online shopping practices and the impact of dealership lead handling on Internet sales conversion rates. Highlights include:
- The rapidly increasing role of user generated content in influencing the consumer’s OEM and dealer preference
- Changing consumer practices in shopping OEM brands and visiting dealerships
- Continuing issues with dealer responsiveness to leads resulting in lost sales
Download Presentation(Print-ready PDF)
Marketing Mixology |
Cobalt and Google offer you practical marketing and media mix recommendations to sell more cars with a lower total marketing budget. With the worst new car sales year expected in a decade, you can't afford to spill your advertising dollars on the floor. The presentation includes how to:
- Balance offline and online marketing strategies to accomplish your marketing and advertising goals
- Use emerging online media to make 1+1=3
- Apply practical recipes for success you can implement as soon as you hit your showroom floor
Check back for dates and details.
Download Presentation(Print-ready PDF)
Local Automotive Dealerships: The Role ofInteractive Media in the Local Car Shopping Process
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First released in July 2007, this study set out to answer the following:
- How consumers use the Internet and search to shop for a dealership
- How a dealer can engage with their customers before they walk on the lot
- The impact of social networks on the car shopping process
- The impact of quoting price
- The role of brand advocates and how they impact their networks
Download Executive Summary(Print-ready PDF)
5 Strategies that Top-Performing Dealers Use
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Digital Dealer Conference (April 2008)
Check out the presentation given by Ken Pfau, CPLP, Director of Conversion Services at Cobalt at April's 4th Digital Dealer Conference.
Ken, a twenty year veteran of the automotive industry, presented on how the top performing dealers are blending their marketing dollars to insure they are reaching the right customers, positioned for high conversion rates and feeding the leads funnel with enough prospects to hit sales targets. Is your store utilizing the 5 strategies needed for success?
Download the presentation today to see some of Ken's insights and learn how dealers are creating a comprehensive marketing plan that blends all elements into a powerful message which delivers the metrics for ROI, tools for optimization and leverages the millions of advertising dollars already spent in driving customers to their store.
Download Presentation(Print-ready PDF)
Previous Webinars |
Tuesday, January 15, 2008
Registered Attendees Click Here for webinar playback
Register and to view the webinar playback
Download PDF Presentation
Tuesday, December 11, 2007
Registered Attendees Click Here for webinar playback
Register and to view the webinar playback
Cobalt's 2005 Industry and DealershipeBusiness Performance Study
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The 2007 Dealer eBusiness Study is a sequel to Cobalt’s 2005 Industry and Dealership eBusiness Performance Study. The 2005 study took a closer look at car shopping from the consumers’ perspective to understand the new buying influences. The study covered:
- How consumers use search and consumer generated media to pre-shop and select a dealership
- The amount of lost opportunity that occurs at the dealership level and the leading reasons why
- What factors lead to brand defection and how OEMs can help increase brand loyalty
- The impact of dealership reputation, sales staff and vehicle pricing on consumer purchase decisions
- Best practices of the most successful dealerships at converting online leads into sales
Download white paper(Print-ready PDF)
