Automotive Digital Marketing Survey

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1. Please describe your position at your car dealership:

Please describe your position at your car dealership: Owner/Partner

CEO/CFO/CMO

GM

GSM

ISM

Salesperson

Service Manager

Parts Manager

Employee

Other

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2. How many OEM new car franchise locations are in your organization? If you have five Jeep Chrysler Dodge stores you would answer five. If you have a BMW, Ford and Hyundai store you would answer 3.

How many OEM new car franchise locations are in your organization? If you have five Jeep Chrysler Dodge stores you would answer five. If you have a BMW, Ford and Hyundai store you would answer 3. 1

2

3

4

5-10

10-20

>20

Independent Dealer

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3. Please rate your organization's use of the following Internet Marketing tools, social media platforms and online strategies.

	not using	ready to start	just beginning	regular user	super user	N/A
Facebook	*Please rate your organization's use of the following Internet Marketing tools, social media platforms and online strategies. Facebook not using	Facebook ready to start	Facebook just beginning	Facebook regular user	Facebook super user	Facebook N/A
Twitter	Twitter not using	Twitter ready to start	Twitter just beginning	Twitter regular user	Twitter super user	Twitter N/A
Flickr	Flickr not using	Flickr ready to start	Flickr just beginning	Flickr regular user	Flickr super user	Flickr N/A
Youtube	Youtube not using	Youtube ready to start	Youtube just beginning	Youtube regular user	Youtube super user	Youtube N/A
Microsites	Microsites not using	Microsites ready to start	Microsites just beginning	Microsites regular user	Microsites super user	Microsites N/A
Blogging	Blogging not using	Blogging ready to start	Blogging just beginning	Blogging regular user	Blogging super user	Blogging N/A
Link Building	Link Building not using	Link Building ready to start	Link Building just beginning	Link Building regular user	Link Building super user	Link Building N/A
Press Releases	Press Releases not using	Press Releases ready to start	Press Releases just beginning	Press Releases regular user	Press Releases super user	Press Releases N/A
Testimonial Videos	Testimonial Videos not using	Testimonial Videos ready to start	Testimonial Videos just beginning	Testimonial Videos regular user	Testimonial Videos super user	Testimonial Videos N/A
Walk-Around Car Videos	Walk-Around Car Videos not using	Walk-Around Car Videos ready to start	Walk-Around Car Videos just beginning	Walk-Around Car Videos regular user	Walk-Around Car Videos super user	Walk-Around Car Videos N/A
Google Adwords	Google Adwords not using	Google Adwords ready to start	Google Adwords just beginning	Google Adwords regular user	Google Adwords super user	Google Adwords N/A
Internet Reputation Management	Internet Reputation Management not using	Internet Reputation Management ready to start	Internet Reputation Management just beginning	Internet Reputation Management regular user	Internet Reputation Management super user	Internet Reputation Management N/A

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4. Please score the Owner/Partner of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership:

	No Clue	Just starting to ask questions	Beginner	Peer Leader	Super User
Facebook	*Please score the Owner/Partner of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership: Facebook No Clue	Facebook Just starting to ask questions	Facebook Beginner	Facebook Peer Leader	Facebook Super User
Twitter	Twitter No Clue	Twitter Just starting to ask questions	Twitter Beginner	Twitter Peer Leader	Twitter Super User
Search Engine Optimization	Search Engine Optimization No Clue	Search Engine Optimization Just starting to ask questions	Search Engine Optimization Beginner	Search Engine Optimization Peer Leader	Search Engine Optimization Super User
Microsites	Microsites No Clue	Microsites Just starting to ask questions	Microsites Beginner	Microsites Peer Leader	Microsites Super User
Blogging	Blogging No Clue	Blogging Just starting to ask questions	Blogging Beginner	Blogging Peer Leader	Blogging Super User
Video	Video No Clue	Video Just starting to ask questions	Video Beginner	Video Peer Leader	Video Super User
Consumer Reviews	Consumer Reviews No Clue	Consumer Reviews Just starting to ask questions	Consumer Reviews Beginner	Consumer Reviews Peer Leader	Consumer Reviews Super User

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5. Please score the General Manager of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership:

	No Clue	Just starting to ask questions	Beginner	Peer Leader	Super User
Facebook	*Please score the General Manager of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership: Facebook No Clue	Facebook Just starting to ask questions	Facebook Beginner	Facebook Peer Leader	Facebook Super User
Twitter	Twitter No Clue	Twitter Just starting to ask questions	Twitter Beginner	Twitter Peer Leader	Twitter Super User
Search Engine Optimization	Search Engine Optimization No Clue	Search Engine Optimization Just starting to ask questions	Search Engine Optimization Beginner	Search Engine Optimization Peer Leader	Search Engine Optimization Super User
Microsites	Microsites No Clue	Microsites Just starting to ask questions	Microsites Beginner	Microsites Peer Leader	Microsites Super User
Blogging	Blogging No Clue	Blogging Just starting to ask questions	Blogging Beginner	Blogging Peer Leader	Blogging Super User
Video	Video No Clue	Video Just starting to ask questions	Video Beginner	Video Peer Leader	Video Super User
Consumer Reviews	Consumer Reviews No Clue	Consumer Reviews Just starting to ask questions	Consumer Reviews Beginner	Consumer Reviews Peer Leader	Consumer Reviews Super User

6. Please score the Internet Sales Manager (if applicable) of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership:

	No Clue	Just starting to ask questions	Beginner	Peer Leader	Super User
Facebook	*Please score the Internet Sales Manager (if applicable) of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership: Facebook No Clue	Facebook Just starting to ask questions	Facebook Beginner	Facebook Peer Leader	Facebook Super User
Twitter	Twitter No Clue	Twitter Just starting to ask questions	Twitter Beginner	Twitter Peer Leader	Twitter Super User
Search Engine Optimization	Search Engine Optimization No Clue	Search Engine Optimization Just starting to ask questions	Search Engine Optimization Beginner	Search Engine Optimization Peer Leader	Search Engine Optimization Super User
Microsites	Microsites No Clue	Microsites Just starting to ask questions	Microsites Beginner	Microsites Peer Leader	Microsites Super User
Blogging	Blogging No Clue	Blogging Just starting to ask questions	Blogging Beginner	Blogging Peer Leader	Blogging Super User
Video	Video No Clue	Video Just starting to ask questions	Video Beginner	Video Peer Leader	Video Super User
Consumer Reviews	Consumer Reviews No Clue	Consumer Reviews Just starting to ask questions	Consumer Reviews Beginner	Consumer Reviews Peer Leader	Consumer Reviews Super User

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7. What percentage of your advertising and marketing budget is for online media; lead purchasing, seo, sem, blogging, websites, microsites, IRM, press releases, social media, banner ads, Google Adwords, car inventory portals, etc.?

What percentage of your advertising and marketing budget is for online media; lead purchasing, seo, sem, blogging, websites, microsites, IRM, press releases, social media, banner ads, Google Adwords, car inventory portals, etc.? < 10%

10-20%

20-30%

30-40%

40-50%

50-60%

60-70%

70-80%

80-90%

>90%

don't know

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8. What is the overall score you would give your dealership in their ability to be competitive online in your local market when a consumer searches for a new or used car that you sell in Google, Yahoo and Bing.

What is the overall score you would give your dealership in their ability to be competitive online in your local market when a consumer searches for a new or used car that you sell in Google, Yahoo and Bing. Poor

Weak

Average

Very Strong

We Dominate

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9. Do you have a written policy that governs the actions of employees for their participation or involvement with:

	Yes	No	Don't Know
Facebook	*Do you have a written policy that governs the actions of employees for their participation or involvement with: Facebook Yes	Facebook No	Facebook Don't Know
Twitter	Twitter Yes	Twitter No	Twitter Don't Know
Blogging	Blogging Yes	Blogging No	Blogging Don't Know
Customer Reviews	Customer Reviews Yes	Customer Reviews No	Customer Reviews Don't Know

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10. Does your dealership send employees to automotive conferences (NADA, Digital Dealer, Driving Sales, JD Powers) and regional seminars specifically for Internet Marketing skills development?

Does your dealership send employees to automotive conferences (NADA, Digital Dealer, Driving Sales, JD Powers) and regional seminars specifically for Internet Marketing skills development? Yes

No

Don't Know

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11. Indicate how your car dealership budgets will be affected in 2010 for marketing, branding or advertising?

	Increase	Decrease	Stay The Same	No Budget Allocated	Don't Know
Newspapers	*Indicate how your car dealership budgets will be affected in 2010 for marketing, branding or advertising? Newspapers Increase	Newspapers Decrease	Newspapers Stay The Same	Newspapers No Budget Allocated	Newspapers Don't Know
Radio	Radio Increase	Radio Decrease	Radio Stay The Same	Radio No Budget Allocated	Radio Don't Know
TV	TV Increase	TV Decrease	TV Stay The Same	TV No Budget Allocated	TV Don't Know
Google Adwords (SEM)	Google Adwords (SEM) Increase	Google Adwords (SEM) Decrease	Google Adwords (SEM) Stay The Same	Google Adwords (SEM) No Budget Allocated	Google Adwords (SEM) Don't Know
SEO	SEO Increase	SEO Decrease	SEO Stay The Same	SEO No Budget Allocated	SEO Don't Know
Microsites	Microsites Increase	Microsites Decrease	Microsites Stay The Same	Microsites No Budget Allocated	Microsites Don't Know
Social Media	Social Media Increase	Social Media Decrease	Social Media Stay The Same	Social Media No Budget Allocated	Social Media Don't Know
Walk-Around Video	Walk-Around Video Increase	Walk-Around Video Decrease	Walk-Around Video Stay The Same	Walk-Around Video No Budget Allocated	Walk-Around Video Don't Know
Video Testimonials	Video Testimonials Increase	Video Testimonials Decrease	Video Testimonials Stay The Same	Video Testimonials No Budget Allocated	Video Testimonials Don't Know
Banner Advertising	Banner Advertising Increase	Banner Advertising Decrease	Banner Advertising Stay The Same	Banner Advertising No Budget Allocated	Banner Advertising Don't Know
Internet Reputation Management	Internet Reputation Management Increase	Internet Reputation Management Decrease	Internet Reputation Management Stay The Same	Internet Reputation Management No Budget Allocated	Internet Reputation Management Don't Know

Automotive Digital Marketing Survey

1. Default Section

*1. Please describe your position at your car dealership:

*2. How many OEM new car franchise locations are in your organization? If you have five Jeep Chrysler Dodge stores you would answer five. If you have a BMW, Ford and Hyundai store you would answer 3.

*3. Please rate your organization's use of the following Internet Marketing tools, social media platforms and online strategies.

*4. Please score the Owner/Partner of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership:

*5. Please score the General Manager of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership:

6. Please score the Internet Sales Manager (if applicable) of the store which you are employed on their general understanding and high level knowledge of how to leverage this tool/strategy for the dealership:

*7. What percentage of your advertising and marketing budget is for online media; lead purchasing, seo, sem, blogging, websites, microsites, IRM, press releases, social media, banner ads, Google Adwords, car inventory portals, etc.?

*8. What is the overall score you would give your dealership in their ability to be competitive online in your local market when a consumer searches for a new or used car that you sell in Google, Yahoo and Bing.

*9. Do you have a written policy that governs the actions of employees for their participation or involvement with:

*10. Does your dealership send employees to automotive conferences (NADA, Digital Dealer, Driving Sales, JD Powers) and regional seminars specifically for Internet Marketing skills development?

*11. Indicate how your car dealership budgets will be affected in 2010 for marketing, branding or advertising?