fordvehicles.com joyce mueller consumer applications manager ford division e-marketing
Post on 21-Dec-2015
218 views
TRANSCRIPT
Fordvehicles.com
Joyce MuellerConsumer Applications Manager
Ford Division e-Marketing
Internet AwarenessCustomers Increasingly Use Internet to Shop for Cars
(%)
6%
13%
62%
70%
40%
25%
0
10
20
30
40
50
60
Jun-
97
Jun-
98
Jun-
99
Jun-
00
Jan-
01
70%
of new car buyers shop
on the Internet
Source: Business Wire; Automotive News; Polk; Auto-By-Tel; Forbes; Forrester; Car Point; Netsmart Research; BCG Analysis
02
59% research…but do not submit leads
Ford e-Marketing Strategy
1. Simplicity
2. Seamless Integration
3. Design for Useability
4. Sell Cars!
5. Support our Dealers
Ford e-Marketing Strategy
1. Simplicity– Clean Home Page– Easy to use Navigation– Logically organized information– Quick download times
Ford e-Marketing Strategy
2. Seamless Integration– …with other related sites– Customer flow from FordVehicles to
FordDirect, our “transaction” site, should be seamless
Ford e-Marketing Strategy
3. Design for Useability– What do consumers want to do?
1. Gather Product Information—80-85%
2. Experience the Brand—10-20%
3. Purchase a Vehicle—1%
“Websites fail when they don’t meet users’ goals.”
-Paul Sonderegger, Sr. Analyst, Forrester Research
• The Basics:
Market Research
ID Key Segments
Build Personas
Design Site
Test Prototype
Identify Key User Tasks
First Gate
Ford e-Marketing Strategy
Ford e-Marketing Strategy
1. Research2. Shop3. Buy4. Own
It is important to make a distinction between these processes because each process presents very different user needs
Vehicle Purchase Process Research
Shop
Buy
Own
Vehicle Purchase Process
What we thought•Organized step by step process
…What really happens•All over the board!•Implication: Make all areas easily accessible throughout site
Ford e-Marketing Strategy
Ford e-Marketing Strategy
4. Sell Cars!1. By providing relevant vehicle information to
our users in a user-centered manner
2. By providing transactional opportunities at relevant points within the research path
3. By providing proper branding throughout the user experience in order to create a consistent offline/online branding experience
Transactional opportunities at relevant points during the research process
Quick access to transactional
areas from the home page
Quick access to transactional areas from each vehicle
page
FordVehicles Homepage Individual Vehicle Homepage
Ford e-Marketing Strategy
Ford e-Marketing Strategy
5. Support our Dealers• Use the same philosophy
• Simple• Integrated• Design for Useability• Sell Cars!
Dealer eToolsDealer eTools
• Vehicle Locator • Parts Locator • Marketing Point• DealerConnection Web Site
Real-Time Web Site Update Utility (customize your own web site) New/Used Vehicle Inventory
• DealerConnection Web Site Metrics• Internet Lead Management Tool• Live Telephone Support and Training
DealerConnection Web Site - Customizable
Thank You!