The FCA Dealer Digital Programme
The challenge faced by the FCA Group with the Dealer Digital Programme is that of transforming the relationship between the dealer and the end user, utilising digital channels as a lead generation tool.
The project, which has been live for over two years, saw FCA partnering with Like Reply to develop the first portfolio of digital advertising services for the car dealership network, managed centrally by a single agency.
Combining the goals of an international company with local needs.
Generating qualified Leads in a sector where the process of purchasing the goods is still tied to the physical world.
It is essential to guide the user from the Ad to the store, to test drive and sell the car.
Search Advertising, Display Advertising and Social Advertising services were implemented in succession, to generate qualified traffic and value-added leads to the websites.
Initially, the project involved the design and development of the dealers’ sites. These were integrated with the central system and made consistent with the look and feel of the FCA brand, albeit characterised by innovative engagement tools, such as the automatic updating of stock and national promos, as well as integration with the after sales services and chatbot. Search Advertising, Display Advertising and Social Advertising services were implemented in succession, to generate qualified traffic and value-added leads to the websites.
Thanks to these services, each dealer is able to decide which Advertising services to adhere to, purchasing them directly from an online FCA store managed by Reply. Each service can be customised by the dealers based on specific needs, thanks to the master templates that control the banner layout and keywords.
With the activation of the Digital Advertising Dealer services and the increase in activities carried out on digital channels by FCA dealers, it was necessary to identify additional measurement methods on the effectiveness of digital marketing activities. In addition to the classic tracking system relying on web forms, a “call tracking” service was added, managed by an external provider and designed to track leads from the telephone channel.
These tools have been integrated with the new Google Ads Store Visits feature, which makes it possible to recognise users who reach a store by clicking on an Ad, thereby enabling FCA to measure the impact that paid advertising generates.
in 2018 compared to 2017
in Italy and Belgium
adhering to the programme