DEAL ER DATAVI EW. Digital Marketing Index October 2017
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1 DEAL ER DATAVI EW Digital Marketing Index October 2017
2 DATA DRIVES STRATEGY. Dealer DataView is a monthly automotive digital marketing index, based on Dealer.com s proprietary data, research and analytics. The purpose of this index is to deliver the most up-to-date data, relevant metrics and accurate insight, leading to more informed business decisions and effective marketing strategies. Dealer DataView: Digital Marketing Index 2
3 2017 convertible burlington vt MONTHLY SUMMARY WEBSITE VISITS VDP VIEWS COST PER CLICK ROI Motors Burlington, VT ROI Motors Burlington, VT The All New 2017 SUV Ad (888) Visit ROIMotors Today! Call Now To Set Up A Test Drive. New Inventory - Used Specials - New Specials SUV 6,475 5,491 $3.46 LAST SEPTEMBER PREVIOUS MONTH LAST SEPTEMBER PREVIOUS MONTH LAST SEPTEMBER PREVIOUS MONTH 6,463 6,878 5,335 5,913 $3.04 $3.34 0% YoY -6% MoM +3% YoY -7% MoM +14% YoY +3% MoM Dealer DataView: Digital Marketing Index 3
4 MONTHLY ANALYSIS The end of summer typically brings a decline in overall dealership website traffic. In 2016, Dealer.com saw a 9% drop in total traffic in September compared to August, and in 2015, the monthly difference was 10%. This year is no exception, although the change is less significant: Total website visits in September dropped 6% compared to August. Aside from the total traffic drop, engagement remained generally consistent with this year s overall trends of increased mobile traffic and SUV popularity. Mobile visits continue to climb and now accounts for 57% of total visits. New vehicle detail page (VDP) views account for 44% of total VDPs; used VDPs stand at 53%, and SUVs remained the most popular body style at 35% of all VDP views. Search advertising cost-per-click (CPC), another leading indicator of demand, climbed by 4% again last month, and is now averaging $3.47 nationally. As the fall season begins, advertising budgets may need to be adjusted to account for this trend. Dealer DataView: Digital Marketing Index 4
5 WEBSITE VISITS MOBILE 57% +1% MoM +4% YoY -1% 43% MoM -4% YoY SMARTPHONE TABLET ROIMOTORS Burlington, VT 87% 13% -1% MoM +5% YoY 0% MoM -1% YoY Visits per Dealership Visits per dealership decreased 6% month over month (from 6,878 to 6,475), but were slightly up 0.2% year over year (from 6,463 to 6,475). Visits by device Mobile remains the preferred device of consumers, grabbing 57% of total visits to dealer websites, up from 56% last month. Dealer DataView: Digital Marketing Index 5
6 VEHICLE DETAIL PAGE VIEWS NEW USED MOBILE 44% 53% 58% 42% 0% MoM 0% YoY 0% MoM -2% YoY +1% MoM +3% YoY -1% MoM -3% YoY TRUCK SUV SEDAN COUPE OTHER 20% 35% 23% 5% 16% +1% MoM +1% YoY 0% MoM 0% YoY -1% MoM -2% YoY 0% MoM -1% YoY 0% MoM +1% YoY VDP Views per dealership VDP views per dealership also decreased.7% month over month (from 5,913 to 5,481) and but were up 3% year over year (from 5,335 to 5,481). VDP Views per vehicle type New vehicle VDPs decreased to 44% of total, down from 45% last month. While Used vehicle VDPs dropped to 53% of total, down from 55% last month. VDP Views per body style SUV is still receiving the lion s share of VDP views at 35%, flat month over month. The Truck segment at 20% has increased 1% month over month, while Sedan has dropped 1% month over month to 23%. Coupe has remained flat month over month. Dealer DataView: Digital Marketing Index 6
7 COST PER CLICK 2017 truck burlington vt The All New 2017 SUV Ad (888) Visit ROIMotors Today! Call Now To Set Up A Test Drive. New Inventory - Used Specials - New Specials SUV $ % MoM +14% YoY Search advertising CPC, at $3.47, up 4% month over month for the 2nd consecutive month, and up 14% year over year. Dealer DataView: Digital Marketing Index 7
8 REGIONAL TRAFFIC TRENDS Pacific West North Central East North Central South Atlantic New England Mountain West South Central East South Central Mid-Atlantic Dealer DataView: Digital Marketing Index 8
9 PACIFIC REGION Alaska, California, Hawaii, Oregon, Washington WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 57% 57% 43% $ % MoM +6% YoY +1% MoM +3% YoY -1% MoM -3% YoY +2% MoM +15% YoY NEW USED 43% 52% 47% -1% MoM -6% YoY 0% MoM +1% YoY 0% MoM -1% YoY Dealer DataView: Digital Marketing Index 9
10 MOUNTAIN REGION Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah, Wyoming WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 60% 57% 43% $ % MoM +6% YoY +1% MoM +4% YoY -1% MoM -4% YoY +2% MoM +5% YoY NEW USED 40% 49% 50% -1% MoM -6% YoY 0% MoM +1% YoY 0% MoM -2% YoY Dealer DataView: Digital Marketing Index 10
11 WEST NORTH CENTRAL REGION Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 55% 58% 42% $3.14 0% MoM +4% YoY +1% MoM +6% YoY -1% MoM -6% YoY +4% MoM +10% YoY NEW USED 45% 39% 59% 0% MoM -4% YoY 0% MoM 0% YoY -1% MoM -3% YoY Dealer DataView: Digital Marketing Index 11
12 WEST SOUTH CENTRAL REGION Arkansas, Louisiana, Oklahoma, Texas WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 61% 62% 38% $3.23 0% MoM +4% YoY +1% MoM +2% YoY -1% MoM -2% YoY +2% MoM +12% YoY NEW USED 39% 45% 50% 0% MoM -4% YoY +2% MoM -1% YoY -1% MoM -4% YoY Dealer DataView: Digital Marketing Index 12
13 EAST NORTH CENTRAL REGION Illinois, Indiana, Michigan, Ohio, Wisconsin WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 57% 59% 41% $ % MoM +6% YoY +1% MoM +3% YoY -1% MoM -3% YoY +4% MoM +14% YoY NEW USED 43% 42% 54% -1% MoM -6% YoY 0% MoM 0% YoY 0% MoM -3% YoY Dealer DataView: Digital Marketing Index 13
14 EAST SOUTH CENTRAL REGION Alabama, Kentucky, Mississippi, Tennessee WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 60% 63% 37% $2.96 0% MoM +3% YoY 0% MoM +2% YoY 0% MoM -2% YoY +5% MoM +12% YoY NEW USED 40% 38% 58% 0% MoM -3% YoY 0% MoM -2% YoY 0% MoM -1% YoY Dealer DataView: Digital Marketing Index 14
15 SOUTH ATLANTIC REGION Delaware, D.C., Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia, West Virginia WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 55% 54% 46% $ % MoM +2% YoY +1% MoM 0% YoY -1% MoM 0% YoY +4% MoM +17% YoY NEW USED 45% 44% 53% -1% MoM -2% YoY 0% MoM -2% YoY 0% MoM -1% YoY Dealer DataView: Digital Marketing Index 15
16 MID-ATLANTIC REGION New Jersey, New York, Pennsylvania WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 58% 57% 43% $3.78 0% MoM +4% YoY 0% MoM +6% YoY 0% MoM -6% YoY +5% MoM +13% YoY NEW USED 42% 41% 58% 0% MoM -4% YoY 0% MoM +2% YoY 0% MoM -3% YoY Dealer DataView: Digital Marketing Index 16
17 NEW ENGLAND REGION Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, Vermont WEBSITE VISITS VDP VIEWS COST PER CLICK MOBILE MOBILE 54% 55% 45% $ % MoM +4% YoY 0% MoM +3% YoY 0% MoM -3% YoY +5% MoM +17% YoY NEW USED 46% 40% 58% -1% MoM -4% YoY 0% MoM 0% YoY 0% MoM -2% YoY Dealer DataView: Digital Marketing Index 17
18 DATA DRIVES STRATEGY. Learn even more through Dealer.com s collection of articles, ebooks, case studies and videos, located in the Insights Center. GO Dealer.com Howard Street Burlington, VT Disclaimer: 2017 Dealer.com. All Rights Reserved. This information is presented exclusively for use by Dealer.com clients and professionals and all rights to the material are reserved and cannot be reproduced without prior written permission from Dealer.com.
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