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Fordvehicles.com. Joyce Mueller Consumer Applications Manager Ford Division e-Marketing. 70%. (%). 60. 62%. 50. 40. 40%. 30. 25%. 20. 13%. 10. 6%. 0. Jun-. Jun-. Jun-. Jun-. Jan-. 97. 98. 99. 00. 01. Internet Awareness.

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Fordvehicles.com

Joyce Mueller

Consumer Applications Manager

Ford Division e-Marketing


70%

(%)

60

62%

50

40

40%

30

25%

20

13%

10

6%

0

Jun-

Jun-

Jun-

Jun-

Jan-

97

98

99

00

01

Internet Awareness

Customers Increasingly Use Internet to Shop for Cars

70% of new car buyers shop on the Internet

02

Source: Business Wire; Automotive News; Polk; Auto-By-Tel; Forbes; Forrester; Car Point; Netsmart Research; BCG Analysis


research…but do not submit leads

59%


Ford e-Marketing Strategy

  • Simplicity

  • Seamless Integration

  • Design for Useability

  • Sell Cars!

  • 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?

    • Gather Product Information—80-85%

    • Experience the Brand—10-20%

    • Purchase a Vehicle—1%

“Websites fail when they don’t meet users’ goals.”

-Paul Sonderegger, Sr. Analyst, Forrester Research


Ford e-Marketing Strategy

  • The Basics:

Market Research

ID Key Segments

BuildPersonas

Identify Key User Tasks

First Gate

Design Site

Test Prototype


Research

Own

Shop

Buy

Vehicle Purchase Process

Ford e-Marketing Strategy

  • Research

  • Shop

  • Buy

  • Own

    It is important to make a distinction between these processes because each process presents very different user needs


Vehicle Purchase Process

Ford e-Marketing Strategy

  • 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

4. Sell Cars!

  • By providing relevant vehicle information to our users in a user-centered manner

  • By providing transactional opportunities at relevant points within the research path

  • 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

Ford e-Marketing Strategy

FordVehicles Homepage

Individual Vehicle Homepage

Quick access to transactional areas from each vehicle page

Quick access to transactional areas from the home page


Ford e-Marketing Strategy

  • Support our Dealers

    • Use the same philosophy

      • Simple

      • Integrated

      • Design for Useability

      • Sell Cars!


Dealer 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!


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