Autobytel Marketing Planning

As well as responsibility for overseeing the design and development of the website at Autobytel my core responsibility consisted of devising an effective marketing strategy and plan to deliver high quality leads via the website and call centre.  The key objective was to generate car sales.  This was achieved by encouraging website visitors to place an online sales enquiry and ultimately converting this into an actual sale. For those prospects earlier on in the buying cycle the objective was to encourage them to sign up for a regular newsletter of special offers so that when they were ready to buy Autobytel would be their first port of call.

To achieve both objectives I ran a series of tactical marketing campaigns in the appropriate press, via online placements, through keyword searches, via our search engine optimisation programme, released a regular series of press releases to generate interest, and explored affiliate and affinity parternship opportunities, as well as pursuing an ongoing viral marketing campaign. 

The effectiveness of the marketing plan was constantly evaluated through careful monitoring and reporting of website traffic, sales enquiries by media source and analysis of conversion to enquiry and sale.  This enabled a return on investment to be established and to only pursue those media sources that delivered value for money.