Ford’s web traffic explodes following latest financing promotion

Traffic on Ford Motor Co.’s network of web sites, including dealer sites, grew 70% and new inventory searches grew 100% during the week following the launch of Ford`s current “0% financing for 72 months” promotion, according to ChannelNet, which Ford uses to manage inventory content at its web sites.

"With the integrated network of web sites developed by ChannelNet we were able to dynamically and instantaneously update over 3,600 web sites in a single step for Ford, Lincoln and Mercury divisions,” says Tim Zetterholm, ChannelNet’s senior vice president, Automotive Practice. “ChannelNet’s dealer web site network allows us to deploy a coordinated campaign with a consistent message across all of Ford’s web sites or segment by region or brand, even down to an individual dealer level."

ChannelNet reports that research has demonstrated that an individual dealer’s web site is the last place the customer shops before going into the dealership to make the purchase. Consumers and business customers want the most up to date status on inventory before committing to a face to face meeting.

ChannelNet provides over 5,000 dealer web sites for nearly all of Ford`s dealerships around the globe though a program called DealerConnection. ChannelNet provides Ford, Lincoln, Mercury, Volvo, Jaguar and Land Rover dealers with a customizable web site that offers sales tools like detailed inventory searches, lead generation and integration with brand web sites.

"Our solutions and technologies are designed to help companies sell in an increasingly web-centered world," said ChannelNet founder and CEO Paula Tompkins. "With more and more new and used car buyers looking to the web first when thinking about a vehicle purchase, ChannelNet`s expertise in connecting sales channels becomes more relevant with each day."