Scribd Logo
Upload

Welcome to Scribd!

  • 592 views

    Case Study On CDK Digital Marketing

    Uploaded by

    Atlantis Ong
    The document discusses how CDK Digital Marketing can leverage its core competencies, such as its expertise in digital marketing technology and ability to track online user behavior, to provide a website solution for both GM and its dealers that addresses the conflict between standardized and personalized marketing approaches. It proposes solutions such as offering shared marketing services, setting brand standards while allowing customization, and using retargeting capabilities to generate more qualified leads for both parties.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Case Study On CDK Digital Marketing

    Uploaded by

    Atlantis Ong
    592 views8 pages
    The document discusses how CDK Digital Marketing can leverage its core competencies, such as its expertise in digital marketing technology and ability to track online user behavior, to provide a website solution for both GM and its dealers that addresses the conflict between standardized and personalized marketing approaches. It proposes solutions such as offering shared marketing services, setting brand standards while allowing customization, and using retargeting capabilities to generate more qualified leads for both parties.

    Original Title

    Case Study on CDK Digital Marketing

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses how CDK Digital Marketing can leverage its core competencies, such as its expertise in digital marketing technology and ability to track online user behavior, to provide a website solution for both GM and its dealers that addresses the conflict between standardized and personalized marketing approaches. It proposes solutions such as offering shared marketing services, setting brand standards while allowing customization, and using retargeting capabilities to generate more qualified leads for both parties.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    592 views8 pages

    Case Study On CDK Digital Marketing

    Uploaded by

    Atlantis Ong
    The document discusses how CDK Digital Marketing can leverage its core competencies, such as its expertise in digital marketing technology and ability to track online user behavior, to provide a website solution for both GM and its dealers that addresses the conflict between standardized and personalized marketing approaches. It proposes solutions such as offering shared marketing services, setting brand standards while allowing customization, and using retargeting capabilities to generate more qualified leads for both parties.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    Case Study

    CDK Digital Marketing


    Question 1
    a) What misalignment(s) caused channel conflict between
    manufacturers and dealers in the automotive industry?

    No standard Dealers
    information and uninformed of
    Marketing and
    authority of the benefits
    Advertising offered by
    personal
    branding CDK.
    b) How was this conflict reflected in the attitudes of
    GM and its dealers toward CDK Digital Program?

    Dealer's view (GM)’s views

    • The dealers want to have • GM insisted to have standardize


    authority to market themselves website to cater for all dealer.
    but it was blocked by the GM. • Cost was double since dealer
    • Rejecting the idea of and GM has different websites
    standardizing marketing in • Creates confusion of customers
    website and information and does not creates a good
    • Does not trust the brand customer experiences
    awareness can create sales in
    dealer region location
    • Dealer believe customer needs to
    be fulfilled by distinctiveness,
    strength and uniqueness of
    dealer.
    2. How would you characterize CDK Digital’s core
    competencies as of 2011?

    Industry/market knowledge and expertise:


    -Understand the automobile retailing in US, in which via Dealers

    Great customer understanding:


    -Understand GM’s needs and won the 5 years contract in 2007
    -Understand concern raised by Dealers and is working on a win-win solution

    Early identification of trends/opportunities & able to track prospect to


    customer:
    -On how consumer normally buy cars via online and the buying pattern (from
    3rd party and OEM sites to dealer)

    Marketing technology:
    -Online advertising using digital tags (or cookies)

    Strong analysis & create personal engagement advertising:


    -Advertising based on individual consumers car-buying journey
    3. Suppose a car shopper’s interests could be
    known when she visited a dealer website. How
    would the dealer want to treat her?

    • Content updates,
    easy and promotion execution
    enjoyable • Reflected consumer
    user
    experience interests to increase
    desire to buy
    • aligned with the
    customer’s preferences
    highlight • price, model type,
    any models
    in inventory features and form
    suitable
    recommendation
    • enticing digital
    personalize showroom
    d • updated in real-time
    experience • tailored for shoppers
    with their preferences
    How can CDK Digital leverage its core competencies to provide a
    website solution that both GM and its dealers consider to serve their
    interests ?

    S/N Core Competency Website Solution GM Dealers

    1 Have advanced 1) Provide advanced SEO (optional) More sales High quality SEO
    SEO capability for as a trial product for dealers to tap services, More sales
    digital marketing on or at lower cost
    2) Adopt new technologies to
    enhance SEO from any feedback
    from dealers
    2 Main providers of 1) Offer other complementary Consistent brand Website that could
    website platform solutions for the websites if it experience, still represent each
    under the single- complies to the brand standards contain core dealers individually,
    platform model 2) Work with GM on a brand website functionality consulting with CDK
    standards for compliance and branding and dealers for
    message optimizing of
    websites
    3 CDK Digital Provide a shared marketing service for More sales, better More sales, less cost
    sophisticated dealers to tap on analytic capabilities on marketing or
    capabilities in - Do not need to hire professional (no spending is more
    online advertising opex cost) directed, better
    and ability to track - No training analytics capability
    shopper’s online - Scalability
    journey - Guaranteed professional service
    and results
    How can CDK Digital leverage its core competencies to provide a
    website solution that both GM and its dealers consider to serve
    their interests ?

    S/ Core Competency Website Solution GM Dealers


    N
    4 Sole supplier Educating and sharing of dealers More sales, high Delivering more leads
    arrangement with GM and GM on the loss caused by conversion by and phone calls,
    unknowingly bidding for the same bringing the right more sales, lower
    google keywords message to the marketing cost
    consumers, lower
    marketing cost

    5 CDK Digital - Strong Educate dealers and share on the Strong brand Suggestions of which
    retargeting of customers benefits provided by CDK Digital presence and new car model to
    through their searchers awareness, more bring or recommend
    leads and sales based on data, better
    of understanding of
    what customers want

    You might also like