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
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