1. Multi-Channel Marketing in a Digital Era
Eric Mercado
Eric Mercado | Force Marketing | Vice President of Business Development |

2. 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 |

3. 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, or text message.
Eric Mercado | Force Marketing | Vice President |

4. Assumed Consumer Path-to-Purchase
Eric Mercado | Force Marketing | Vice President |

5. Realistic Consumer Path-to-Purchase
Eric Mercado | Force Marketing | Vice President |

6. 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 |

7. 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 |

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

9. 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 |

10. 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 |

11. 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 |

12. Why Market This Way In 2015?
Eric Mercado | Force Marketing | Vice President |

13. Why Market This Way In 2015?
Eric Mercado | Force Marketing | Vice President |

14. 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 |

15. Disconnected Marketing!
The Problem
Disconnected Marketing!
Eric Mercado | Force Marketing | Vice President |

16. Creatively-Aligned Consistent Marketing
The Solution
Creatively-Aligned Consistent Marketing
Eric Mercado | Force Marketing | Vice President |

17. The Solution
Eric Mercado | Force Marketing | Vice President |

18. Start With Data
Eric Mercado | Force Marketing | Vice President |

19. Create A Campaign
Eric Mercado | Force Marketing | Vice President |

20. Align The Campaign
Eric Mercado | Force Marketing | Vice President |

21. Deploy The Campaign
Eric Mercado | Force Marketing | Vice President |

22. Integrate Digital
Eric Mercado | Force Marketing | Vice President |

23. Measure & Evolve
Eric Mercado | Force Marketing | Vice President |

24. Tip #1
Eric Mercado | Force Marketing | Vice President |

25. Tip #2
Eric Mercado | Force Marketing | Vice President |

26. Tip #3
Eric Mercado | Force Marketing | Vice President |

27. Tip #4
Eric Mercado | Force Marketing | Vice President |

28. Q&A / Contact Info
Full Name:
Company:
Job Title:
Office:
Cell:
Eric Mercado
Force Marketing
Vice President of Business Development
(678)
(954)
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