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INTERNET
MARKETING FOR MOTOR RETAILERS
Session
1
Duration:
60 mins
Introductions
& Objectives — How the internet is affecting the motor industry
Internet
growth statistics. Rationale for internet marketing
Internet
marketing vs conventional marketing
- A
framework for Internet Marketing
Use
of Internet for Market Research
Use
of Internet for customer research, feedback and dialogue
- Customer
surveys, focus groups
Session
2
Duration:
45 mins
The
Web-Site
-Setting
objectives, What do we want to use it for?
-How
do we get one — DIY vs contract out
- costs
and sources of help
-Key
design principles — do’s and don’t’s
- what
has to be included
- how
will people find me?
Session
3
Duration:
30mins
Marketing
Communications on the Internet
- Summary
of methods
- Direct
mail and managed e-mail services
- Advertising
and banner exchange programmes
Session
4
Duration:
90 mins
Generating
traffic for the web site
The
10 ways
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Search engine registration, integration with and use of conventional marketing
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Advertising, e-mail, linking and cross linking
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Association with super sites and directories
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Affiliate marketing and exchange programmes, shopping malls
- Association
with new motor industry intermediaries
- New
intermediaries — competitors or new channel
Session
5
Duration:
60 mins
The
manufacturers site
- Overview
of site — quick tour
- Objectives
and features of site, the future
- Integration
of retailer web sites with dot com
- Guideline
for retailer web site development
Session
6
Duration:
30 mins
New
auto industry Intermediaries
- The
new competitors
- The
new channel opportunities
Session
7
Duration:
60 mins
Getting
people to re-visit and ‘stick’
- 4
C’s of stickiness — content, communications, commerce, community
- Personalisation
and Customer Relationship Management
- Community
building
- Bulletin
boards, chat forums
- Added
Value services
- Links
to manufacturer’s services — trafficmaster, used cars etc
- Other
local services and information, newsletters , fishfood & freebies
- Proactive
marketing
- Information
collection techniques
- managed
e-mail, newsletters
- Demographic
and needs based targeting
Session
8
Duration:
60 mins
E-commerce
basics
- Automatic
trading on the web, security issues
New
Business models
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4 levels of e-business
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Zero gravity options
The
manufacturer’s E-Business initiative
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How does it affect the retailers?
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