Where were you born? Stamford, Texas
What is your occupation? President & Founder of SI Auto
Favorite NFL team? Dallas Cowboys
Favorite College football team? Arkansas Razorbacks
What is one random fact about you? I am a degreed
meteorologist who reported for CNN during Hurricane Katrina
What is your favorite quote?
“The best way to predict the future is to invent it.” -Alan Kay
What is your favorite social media site? Instagram
What is your favorite movie? Red Dawn
How did you start working in digital marketing? A challenge I presented to my boss at the TV station, then challenged me to
Get To Know
TIM WHITLEY
What is your dream car? Chevrolet Tahoe (I have owned 3)
If you could go on vacation anywhere in the world, where would you go? Antarctica
Any pets? Two Dogs
Aside from food, clothing and shelter, what’s the one thing you can’t go a day without? My iPhone
In one sentence, where do you see digital marketing 10 years from now? Not being defi ned as Digital Marketing but something new that challenges us
Behavioral Targeted Marketing: Targeting advertising to consumers who have demonstrated purchase intent through searching for a vehicle, customizing a car, or requested a quote from a dealership online.
Bounce Rate: The percentage of people who leave your site after viewing only one page.
Brand Frequency: The number of times a consumer sees a marketing message during a given time.
Content Development Strategy:The messaging plan that is put in place for all forms of advertising (traditional & digital) to produce fresh content every week that centers on the brand. Marketing Channels: The advertising media available to help place messages to your desired audience.
Multi-screen: Consumers use multiple screens simultaneously and sequentially. Example: Watching TV and surfing the Web on an iPad at the same time, or seeing something on TV and researching it later on an iPad.
Precise Targeting: What we refer to as the “sniper rifle approach.” This form of advertising targets someone who has already shown interest in a new vehicle or, by his or her profile, matches a certain demographic the vehicle is known to reach. Ads are only displayed to consumers who meet the predetermined qualifications or demonstrate the behaviors.
Retargeting Ads: Online display ads that “follow” consumers after they have visited your site. Example: Joe looks at a RAM 1500 on your website. Joe leaves your site without calling or filling out a form to request more information. He visits ESPN. com to check up on his favorite team and sees an ad for your dealership promoting a RAM 1500.
Search Engine Marketing (SEM):Paid search results in search engines such as Google, Yahoo!, and Bing.
Search Engine Optimization (SEO): Tactics to help a client’s website show up in the organic (non-paid) section of search engines. Since Google’s Hummingbird update, the name of the game has been keeping fresh and engaging content on the site for search engines to crawl and readers to enjoy.
Stimulus: Broadcast-style advertising that evokes a specific reaction.
Touchpoints: The points of contact a buyer makes when researching then ultimately purchasing, a vehicle.
TraDigital: The art of blending traditional and digital marketing.
Terminology...
The Stats
The Stats
How to Practice TraDigital in
Your Day-to-Day Operations
STEP01
Write down all the touchpoints where a consumer interacts with your brand prior to buying a new vehicle.Examples: search, website, social media, YouTube, OEM sites, third-party
Define your dealership; not necessarily a slogan, but a definition of who you are.
“The Tradition Continues” (family)
“This is Deal Country USA” (best incentives) “Thomas Promise” (customer service) “The Road to Savings” (location)
Fully relate to your customers and how they
experience your brand with the list you formulated in Step 1 and start implementing the changes.
It should be over 16 items. Search: SEO & SEM
Website: About Us, Service, Inventory pages, Home page, Finance, Specials, Chat, etc. Social Media Engagement
YouTube Channel Experience Third-Party Sites On the lot Inside store Employees STEP
02
STEP03
Make sure you have the right “vendors” to be
consistent with message and work with traditional ad agency to always stay on target with message.
Content development strategy with consistent brand image across all media.
Consistency. STEP
04
STEP05
STEP06
Precise Target Media Options
Sniper Rifle Marketing
Internet Radio o Pandora o XM Radio o iHeart Radio o iTunes Radio o Spotify Online Video o Hulu o Hulu Plus o Amazon o Video Pre-roll
o Online SEO-Optimized videos
Search Engine Marketing (SEM)
o New Inventory SEM o Used Inventory SEM o Con-Questing SEM o Service SEM Display o Retargeting Ads Social Media o Facebook Ads o Twitter Ads o LinkedIn Ads o Instagram Ads
Broadcast Media Options
Shotgun Marketing
Television Radio Print o Newspaper o Magazine o MailerBroadcast messages can be pushed through many digital outlets as well, such as Internet radio, online video and email marketing, but can be more expensive versus using broadcast to accomplish building your brand.
