Published on November 19, 2007
IAB – Engage for Automotive: IAB – Engage for Automotive Jason Biffin Director of e-commerce Our Vision: “To be the UK’s leading marketplace for buyers and sellers of motor vehicles and related products and services.” Jonathan Williams Head of marketing Slide2: Consumers We have over 450,000 new and used cars for sale A broad audience with over 2million females 59% Year On Year traffic growth for the past 6 years Also test drive a few new cars as well… Auto Trader have the largest Automotive Website 7million unique users – 70million vehicle searches We are here today because we support both Consumers & Trade Slide3: Online – Share of Number of Cars on Site Auto Trader have the largest number of cars on-line With over 450,000 new and used cars for sale Slide4: Trade 9,000 independent and franchised dealers Leading dealer groups and manufacturers Design and host 4,500 dealer websites Auto Trader have the largest Automotive Website 7million unique users – 70million vehicle searches We help the trade to develop and grow their businesses 30 years experience putting buyers in touch with sellers. Slide5: Auto Trader supports the Industry Offering a full suite of services to consumers and trade Slide6: How Auto Trader is embracing online And the rest of the market Conclusions. What are we covering today? 7million unique users – 70million vehicle searches Why Auto Trader is embracing online: Why Auto Trader is embracing online Drivers Customer demand…… Bigger audience Wider demographic Insight Accountability Make some money. Auto Trader operates a multi-channel approach DTV, mobile & online Slide8: Confident Not Confident CAR KNOWLEDGE Source: HPI Research, April 2006 Understanding customer needs is key With 7million unique users – 70million vehicle searches Slide9: Researching a car All channels Searching and locating the vehicle One-stop services Buying Stages Relevant functionality The Online consumer differs from offline Online offers more and can deliver now Car Valuation Price Comparator Car Ratings User Reviews Exper Reviews/road Tests Automotive news Forum/Discussion Board Dealer Stock Lists Dealer Locator/route Planner Negotiable price listings Fixed price listings Auction listings Save Searches/Ads Email Alerts Wanted listings Email to a friend SMS Services Insurance Vehicle History Check Breakdown Cover Finance/Loans Personalised Number Plates Slide10: Consolidating our classified search . Oct TM, Dec AT New Cars comparator - Increase rev shares - PPC model - Extend brand proposition More interrogative and more granular October 2007 Additional parameters (Colour, bodystyle, fuel type transmission). Scaleable, improved layout March 2007 New search technology Granular search criteria Dynamic search fields Facilitative buyer:seller dialogue Nov 2007 MMAO exploring… Instant messaging VOIP New Search formats Vehicle comparator Vehicle Buying: The best vehicle search in the business Slide11: The Trusted Authority - Recognised, respected brand heritage -The largest community of vehicle buyers & sellers Champion for safe trading Entertaining, informative & engaging News Interaction Functional, compelling design Comprehensive tools for buyers & sellers -Value driven, convenient advertising options -Great deals on motoring ancillary services -Authoritative buying & selling advice -Functional vehicle research tools Best search in the business Unrivalled coverage More interrogative Consumer Strategy building blocks Summary Slide12: Cross Media enhances any sales proposition Our Renault campaign generated 30,000 responses Proposal focuses on promoting a 2 month competition “Win a Renault”, where Renault supply a car and use both the Auto Trader website & magazine to generate entrants. Slide13: And the rest of the Market? Continually develop their propositions to attract customers Slide14: Derived from national car registrations database, data JD Power LMC Overview Vehicle sales will remain static over the next 4 years Slide15: Features of the National Market Demand outweighs supply in 6,5,4 & 3 year old cars Slide16: Source: eDigitalResearch site surveys April/May 2006 Propensity to Purchase Based on this visit – would you search & BUY from this site Jaguar are top with 78% saying they would buy or search their site 20% of people would not buy from 40% of these sites 95% of people say they would definitely or maybe buy from 25% of these sites Slide17: Jaguar, BMW & Alpha Romeo come out on top with > 90% recommending their sites Source: eDigitalResearch site surveys April/May 2006 Recommendation Based on this visit – would you recommend this site? At least 10% of people are not willing to recommend 75% of these sites Slide18: Jaguar are investing heavily in their online presence Most brands are embracing online, plenty still to do Conclusions It’s all about multi channel experiences, not just online Delivering what the consumer wants through the channel they want Usability, accessibility and customer service are key to success Adopt a multi channel approach with brand integration Accountability. The End.: The End.