Guest Posting by Rebecca Lieb

Everyone’s Local Somewhere

As far back as 2004, local search accounted for up to 25 percent of commercial activity on the Web, according to a Kelsey Group study. No wonder large and small players alike have been striving to build a better local search mousetrap. Of all the large and small search verticals out there, local is the fastest-growing and probably, most important.

It’s not hard to understand why. A dealership in Des Moines may have a Web presence, but it’s unlikely he’ll be selling cars in Cleveland. If your engine needs a tune up in Denver, a mechanic in Pittsburgh isn’t what you need now. The major search engines know this, in fact. Various geolocation technologies are baked into their algorithms. So when someone shopping for a Honda Element in Des Moines searches for a “Honda dealership,” one of the Big Three search engines is likely to figure out where she is (IP addresses are one indicator) and shove that local dentist’s site to the top of the results.

Pretty neat, right?

Well, it works for the dealer the search engines knows is in Des Moines, and therein lies much of the wisdom when it comes to optimizing for local search: defining locality.

Dealix Announces Major Platform Upgrade – Enhancements Eliminate Trade-Off between Lead Quality and Speed of Delivery

Redwood City, CA, March 24, 2009 – Dealix, a division of Cobalt, the leading provider of quality leads for new cars and used cars, today announced enhancements to its lead delivery platform that will make lead transfer time nearly instantaneous, while identifying, processing, and delivering higher quality leads for the company’s dealer customers.

Lead Platform 2009, already in use for delivery of new car leads, is the result of an investment in enhanced network architecture, as well as the incorporation of additional data services to help streamline the sales process. Additional data sources include On-Demand Lead VerificationSM services provided through Dealix’s relationship with TARGUSinfo. Dealix, a pioneer in automotive lead delivery, has been delivering quality sales leads to dealers since 1998. These platform enhancements represent the company’s largest investment in technology upgrades to date.

Dealix Lead Platform 2009 will benefit customers in three specific ways:

• Faster Lead Delivery: Nearly 90% of new car leads are now reaching Dealix customers in a matter of seconds. This enables dealers to respond to customers’ requests for information without delay, providing a better overall consumer experience and leading to faster sales.

• Reduction in Delivery of Duplicate Leads: Platform enhancements include additional processes to recognize customers requesting more than one auto quote, and to ensure that dealers are not served duplicates.

• Quality Controls: The new platform incorporates TARGUSinfo On-Demand Lead Verification services to confirm consumer names, addresses, and phone numbers contained within the lead.

“Successful auto dealers know that in today’s economy, the ability to identify and quickly respond to each in-market car buyer right away, whether they’re in the market for a new car or shopping for used cars online, will lead to more sales and a better consumer experience,” said Anna Zornosa, general manager of Dealix. “Dealix has made the investment so that our customers don’t have to make a tradeoff between speed of delivery and lead quality.”

“We are very pleased to have the number one lead generator in the automotive industry utilizing our On-Demand Lead Verification services,” said Dave Wengel, general manager, Interactive Markets for TARGUSinfo. “It’s no question that the verification of lead information is the bedrock of a best-in-class lead generation program. Dealix handles nearly one in three sales leads for the auto industry, and the impact of combining TARGUSinfo verification services with Dealix’s new platform will be far reaching.”

Manuel Souza, sales director for Anderson Honda of Palo Alto, Ca, also commented on the added value Dealix is offering to dealers and car buyers. “In today’s tough economic times, competition is fierce, and time is everything when it comes to responding to Internet customers’ requests. The enhanced Dealix platform addresses pain points we have had with other providers in getting us leads quickly,” said Souza. “We like to connect with our prospective customers while they’re still at their computer, and Dealix is helping us to do that. Lead quality is also important, and the enhanced Dealix platform runs the lead through various checks to ensure the information is correct and the customer is valid before we even call them. I’ve used Dealix for years. The quality has always been there, and now with the enhanced platform, it’s even better, and we are getting in touch with more customers than ever before.”

About Dealix
Dealix, a division of Cobalt, is the world’s leading provider of quality automotive sales leads for dealerships, dealer groups, and automotive manufacturers. Dealix has the broadest reach and the highest quality lead supply network in the industry, including Kelley Blue Book, Edmunds.com, AOL Autos, Yahoo! Autos, MSN Autos, and others. Dealix represents Edmunds’ Premier Dealer Program and powers MSN Autos’ lead platform. Dealix’s advanced quality control and routing technology matches thousands of serious new and used vehicle buyers to the most appropriate dealers daily, delivering a quality user experience while providing dealers one of the most efficient methods to sell more cars.

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Of course it’s always a car dealers best practice to focus on speed of response. The faster you can repsond to a customers needs the our chances are at gaining the opportunity to earn their business.

According to Nielsen, more time is spent on Social Networking sites than is spent reading or sending emails. In their latest study, this equates to one out of every six minutes of the average web user’s time is spent on sites like FaceBook, MySpace, or Twitter…or Dealer Refresh (and other blogging sites). Social Networking is growing at twice the pace of other major online activities such as using a search engine, researching a car purchase, or just sending an email.

To put social media into the simplest of definitions, think of it as a place where people can converse with other people on the Internet.

Take a look at Nielsen’s survey. Of note is page 7 where they address the problems in advertising within a “conversation”.

It will take time to work out the magic formula for successfully advertising in social networks.  The diversity and personalised nature of the environment means standard ad models – such as contextual search and standard unit sizes – won’t cut it. Different approaches across ad units and ad inventory will have to be tried, involving a trial and error mindset.

As advertisers, do we join the conversation or interrupt it?

Sean is offering DealerRefresh readers a substantial discount to his Dealer Synergy Internet Director Immersion Program for April.

Internet Sales 20 Group presents the POWERFUL Internet Director Immersion Program as a 3 or 5 Day Workshop!

For: Dealer Principles, General Managers, Internet and BDC Directors
Where: Philadelphia, Pennsylvania
When: April 13th – 17th 2009

Over the span of this 3 or 5 day course, attendees will learn:

• Create your new Internet Sales 20 Group Network, go over benchmarks and statistics and learn the secrets of Dealer Synergy’s “4P” strategy.
• Learn how to unleash the true power of today’s most advanced technology to utterly CRUSH your competition, even in a down market.
• Learn how to create the highest ROI on your lead generation and increase your conversions.
• How to become a world-class Internet Director, team leader, coach and mentor.
• Take a field trip to dealerships who have utilized these strategies and seen surreal success.
• Create action plans, get tested and achieve your certification

Sean has not offered any vendor discounts on these events, but for the first time Dealer RefreshReeaders are eligible for $1000 off the standard rate.

Three Day Event is $3000 – $1000 DealerRefresh Discount = $2000
Five Day Event is $4000 – $1000 DealerRefresh Discount = $3000

Be sure to mention DealerRefresh when you call to register for this event. Call 1-888-379-6374 or register online

My favorite is the fact that Sean Incorporates the FranklinCovey- 7 Habits of Highly Effective People Training. He did a great job with his 2008 Synergy Session (you can read Brian Tuckers review here). Good Stuff!

If I know Sean, I’m sure he’s doing it up right so take advantage of his offer, save some money and get some training.

Date: Thursday, April 9, 2009
Time: 12pm to 1 p.m. (Eastern)
Location: Your Computer
Cost: FREE – Register Here

Description: Industry roundtable discussion with:

• Mitch Golub, president, Cars.com
• Art Spinella, president, CNW Marketing
• Paul Taylor, chief economist, NADA

With sales of used cars expected to return to 40 million-plus units in 2009, used-car sales stand out as a bright spot in automotive retail. For consumers concerned about their purse strings and possible job losses, buying a pre-owned car allows them to get the vehicle they need and maintain their peace of mind. This webinar examines the current outlook for the year ahead and outlines the practical steps dealers must take to survive and even thrive in this changing economy.

In this session, you’ll learn how to:

• Fine-tune your advertising strategy and media mix to reach in-market shoppers.
• Capitalize on economic uncertainty and pent-up demand to drive more used-car sales.
• Stock your store with in-demand cars that turn quickly and hold gross.
• Leverage third-party vehicle history reports and factory certification programs to build buyer confidence in your listings.