Multi-Channel Marketing in a Digital Era Eric Mercado Eric Mercado | Force Marketing | Vice President of Business Development | Emercado@ForceMktg.com

Your Presenter 11 Years Automotive Marketing Experience 3 Years with Full-Service Agency Consulted More Than 3,000 Dealerships Google AdWords Certified Expert Data Analyst Eric Mercado VP of Business Development Force Marketing Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Multi-Channel Marketing Multi-channel marketing is the ability to interact with potential customers on various platforms. In this sense, a channel might be merchandising in a retail store, a website, social media or direct personal communications by letter, email or text message. Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Assumed Consumer Path-to-Purchase Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Realistic Consumer Path-to-Purchase Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Because Marketing has changed! Why Market This Way In 2015? Because Marketing has changed! Do you know what this is? To anyone under the age of 23 Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Why Market This Way In 2015? Outside of live sporting events, how many of you only watch TV on YOUR TIME? Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

More Time Is Spent Shopping Online Why Market This Way In 2015? More Time Is Spent Shopping Online Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

On average, today’s shopper turns to 24 research touchpoints. Why Market This Way In 2015? On average, today’s shopper turns to 24 research touchpoints. Source: Automotive Shopper Path to Purchase, Millward Brown Digital, September 2014 Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

54% 20x 64% 3% Why Market This Way In 2015? watch 30 mins or more 2014 64% watch 30 mins or more 20x 3% increase in online video use for auto shoppers in 4 years 2010 Source: Automotive Shopper Path to Purchase, Millward Brown Digital, September 2014. Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

61% Searched online for more information Searched dealer inventory Why Market This Way In 2015? Online Video Drives Brand Discovery & Consideration 68% of shoppers said they took action after watching online video 61% Searched online for more information 49% Visited a dealer 37% Searched dealer inventory SOURCE: Vehicle Shopper Path to Purchase, Millward Brown Digital/ Google September 2013. Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Why Market This Way In 2015? Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Why Market This Way In 2015? Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Why Market This Way In 2015? Average Multi-Channel Client Using 5+ Channels Had a 24% Year-Over-Year Increase! Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Disconnected Marketing! The Problem Disconnected Marketing! Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Creatively-Aligned Consistent Marketing The Solution Creatively-Aligned Consistent Marketing Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

The Solution Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Start With Data Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Create A Campaign Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Align The Campaign Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Deploy The Campaign Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Integrate Digital Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Measure & Evolve Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Tip #1 Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Tip #2 Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Tip #3 Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Tip #4 Eric Mercado | Force Marketing | Vice President | Emercado@ForceMktg.com

Q&A / Contact Info Full Name: Company: Job Title: Office: Cell: Email: Eric Mercado Force Marketing Vice President of Business Development (678) 208-0667 (954) 854-7812 Emercado@ForceMktg.com Share an important takeaway you received from this session using hashtag #DD18 for a chance to win an iPad.