Transcript Ford Division Zone Manager eBusiness Training

Fordvehicles.com
Joyce Mueller
Consumer Applications Manager
Ford Division e-Marketing
Internet Awareness
Customers Increasingly Use Internet to Shop for Cars
(%)
60
70%
50
of new car
buyers shop
on the
Internet
30
70%
62%
40
40%
25%
20
13%
10
6%
0
Jun-
Jun-
Jun-
Jun-
Jan-
97
98
99
00
01
Source: Business Wire; Automotive News; Polk; Auto-By-Tel; Forbes; Forrester; Car Point; Netsmart Research; BCG Analysis
02
59%
research…but do not
submit leads
Ford e-Marketing Strategy
1.
2.
3.
4.
5.
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?
1. Gather Product Information—80-85%
2. Experience the Brand—10-20%
3. 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
Identify Key User
Tasks
Build Personas
Design Site
Test Prototype
First Gate
ID Key Segments
Ford e-Marketing Strategy
Vehicle Purchase Process
Research
1. Research
2. Shop
Own
Shop
3. Buy
4. Own
Buy
It is important to make a distinction between
these processes because each process
presents very different user needs
Ford e-Marketing Strategy
Vehicle Purchase Process
What we thought
…What really happens
•Organized step by step process
•All over the board!
•Implication: Make all areas easily
accessible throughout site
Ford e-Marketing Strategy
4. Sell Cars!
1. By providing relevant vehicle information to
our users in a user-centered manner
2. By providing transactional opportunities at
relevant points within the research path
3. By providing proper branding throughout the
user experience in order to create a
consistent offline/online branding experience
Ford e-Marketing Strategy
Transactional opportunities at relevant points
during the research process
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
5. 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!