l bartman cars.com cama sunrise presentation 5 22-13 (1)

Driving Innovation in Today’s Changing Marketplace

Linda BartmanChief Marketing Officer, Cars.com

Cars.com Overview

• Visited by more than 12 million car shoppers each month, Cars.com is the leading destination for online car shoppers.

• We offer credible and easy-to-understand information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car.

Cars.com Overview

Sales

Customer Support

Training

Marketing

Operations

Strategy & Biz Dev

Product

Finance

A Unique Company Culture

Unique Business Segments

Consumer OEM Dealer

Shifting Trends Present Unique Challenges

Historically, Dealers have had Control

Today, Shoppers Hold the Keys

New and Unique Challenges for Our Business and Industry

Challenges Present Opportunity to Innovate with Value in Mind

Mobile Metrics

Today’s Mobile Shopper• Mobile is mainstream with

110 million smartphone users in the U.S.

• 83% of mobile car shoppers own a smartphone, and 28% own a tablet

• More than 1/3 of car shoppers felt that information attained from mobile devices was an essential factor in their purchase

Source: comScore 2012; Mobile Web & App Usage for Automotive Shoppers, Nielsen/Cars.com

Mobile Shopper Trends Translate to Cars.com

Mobile Cars.com traffic has increased

year over yearOf Cars.com traffic comes

from a mobile device41%

36%

27% less likely to send an email lead

12Source: Cars.com Omniture and Business Objects

Evolving Mobile Platforms to Deliver Value and Meet Consumer Needs

Digital Attribution Challenges

THENNOW

Digital Attribution Challenges

Effectively Utilizing Data

Changing Dealer Mindsets

Moving Digital from Association with Direct Response

Defining Our Data Strategy

Business Intelligence Data Licensing

Data for Content

Development

Utilizing Content Marketing to Overcome Attribution Challenges

Content Marketing

Value Attribution

and Measurement

Online Branding

Digital Strategy

Mobile

Social Media and Reputation Management

Consumer Journey

Digital Attribution Challenges

Effectively Utilizing Data

Changing Dealer Mindsets

Moving Digital from Association with Direct Response

Changing the Value Discussion Based on Today’s Shopper

Audience

Awareness

Consideration

Conversion

19

Today’s Value MetricsYesterday’s Value Metric

Direct Response

Driving Your Own Innovation

Create the Right Environment for Your Clients

• How are you accounting for consumer behavior changes in your industry?

• Are you managing the risks between your consumer and B2B strategy?

• Are you utilizing data as effectively as possible to prove your value?

Thank You