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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

Fordvehicles.com

Joyce Mueller

Consumer Applications Manager

Ford Division e-Marketing

slide2
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

ford e marketing strategy
Ford e-Marketing Strategy
  • Simplicity
  • Seamless Integration
  • Design for Useability
  • Sell Cars!
  • Support our Dealers
ford e marketing strategy5
Ford e-Marketing Strategy

1. Simplicity

  • Clean Home Page
  • Easy to use Navigation
  • Logically organized information
  • Quick download times
ford e marketing strategy6
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 strategy7
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 strategy8
Ford e-Marketing Strategy
  • The Basics:

Market Research

ID Key Segments

BuildPersonas

Identify Key User Tasks

First Gate

Design Site

Test Prototype

vehicle purchase process
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 process10
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 strategy11
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
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 strategy13
Ford e-Marketing Strategy
  • Support our Dealers
    • Use the same philosophy
      • Simple
      • Integrated
      • Design for Useability
      • Sell Cars!
dealer etools
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
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