HOW SAVVY “DIGITAL” DEALERS ARE TURNING THE INDUSTRY UPSIDE DOWN - AutoSuccessOnline

HOW SAVVY “DIGITAL” DEALERS ARE TURNING THE INDUSTRY UPSIDE DOWN

Today, dealers are more confused about their digital strategy than ever. Their digital footprint looks fine from afar, but up close it’s fragmented and the dots are not connected. They employ multiple vendors to provide programs and services, but fail to deliver a unified message across marketing platforms.

There’s information overload regarding Big Data. To auto dealers, that equates to “paralysis by analysis.” The savvy dealers are becoming digital disrupters by harnessing technology to change consumer online behavior and forever alter the competitive automotive landscape. Shopping for a car is no longer a linear path to purchase. Dealers chase consumers through multiple online channels, who typically crisscross between them to meet their needs and whims. The successful dealers are able to immediately provide the right message at every intersection, across every channel.


Read our entire issue – Click here

Dealers can no longer take a single, campaign-like approach to online messaging. The disruptive dealer will have already influenced the shopper with a more engaging customer experience, and a more relevant offer, at the height of the consumer’s online research. Collecting and connecting data is fundamental in providing a more individualized experience. As consumers spend more time researching through digital channels, they leave fingerprints during these online journeys. This additional data creates more insight and creativity. Obtaining complete shopper information allows dealers to quickly develop and deploy an exceptional online experience across the consumer’s preferential channel: Website, search, mobile, email and social. The ideal digital experience will intuitively know and understand what the consumer needs, wants and expects and “magically” deliver on those requirements.

Another important element of measuring disruptive digital efforts is differentiating between data and insight. Traditional Web analytics can be misleading and marketers are supplementing them with “engagement” analytics. This new metric gives a clearer insight to the degree a shopper is engaged in the brand and the dealership. Rather than using conventional Web metrics , successful dealers are giving a value score on engagement. This engagement value is an excellent measure of how efficient the marketing is and more valuable than a traditional metric, such as time on page.

Luckily for auto dealerships, the largest area of opportunity comes on the mobile platform, since studies now show that more than half of all automotive searches are done on a mobile device. The abilities to influence and track consumers are much more available. Geo-targeting display ads use the GPS and location services functions on today’s smart phone. Most Google PPC ads include a “click-to-call” button, allowing digital marketers the ability to track calls and conversions down to the keyword. The AdWords account can also show call duration. Since the average PPC conversion is 3.7 percent, but the average phone conversion on a mobile PPC ad is 5.3 percent, your combined conversion rate can now be tracked to more than 9 percent.

Sounds great, right? Now, how do you execute that strategy? One way is to use search and geo-IP data to personalize the consumer’s homepage experience on your Website. Each unique visitor would see different imagery and content based on their previous behaviors. Most consumers ultimately purchase a different vehicle than they originally started researching. The personalized landing platforms would also display an inspiring mix of relevant content and data that assists in converting undecided shoppers. This highly individualized, humanistic experience is filled with targeted suggestions during Website engagement and retargeting efforts.

The only way to compete is to evolve. That means making parts of your current strategy obsolete — before your competitors do. So, if you want to convert more online shoppers into showroom opportunities, ditch the “set-it-and-forget-it” campaign strategy and deliver a personalized, data-driven consumer experience.

For more information on how to create a similar strategy, contact me directly.

VIEW ALL ARTICLES

You May Also Like

COMPLIANCE: A Necessary Evil or a Million-Dollar Mistake?

Explore the complexities of digital privacy in business, including the impact of consent banners on marketing analytics and the balance between legal compliance and operational effectiveness. Learn how to navigate the risks and rewards of digital data management.

As a business owner, you spend a lot of time balancing risk and reward. For instance, your service department changes tires every day. What if a wheel comes off after the customer leaves? It does happen sometimes and could mean a lawsuit, yet you still change tires. Why? You know the risk, have taken steps to insulate against it, and accept that the upside outweighs the unlikely downside. However, digital risks and rewards are not always as well understood.

Sorting the Latest GA4 Confusion

If you’re stumped by the new Google analytics, take some solace in that you are not alone. Here’s some help.

Sorting the Latest GA4 Confusion-Remora, Google Analytics,
BendPak Introduces New Octa-Flex Lift: Inside Look

Susan Givens has a discussion with Sean Price from BendPak about the groundbreaking Octa-Flex Series concept two-post lift.

Bendpak-Octa-Flex-AS-Inside-Look
Turning Your Website from a Maze into a Clear Path

Discover how simplifying dealership websites can significantly boost user engagement and sales.

Turning Your Website from a Maze into a Clear Path
You’re Losing $700 on Every Trade – Why the Data Screams, ‘Mandate 100% Scans!’

Having the right appraisal data integrated with accurate reconditioning costs in hand before the deal is transacted leads to acquiring inventory that can be turned at a profit.

Rapid Recon, appraisal, scan tools, time to line, vehicle reconditioning,

Other Posts

The Art and Science of Vendor Partnerships

By collaborating with suppliers and vendors, within the framework of a true partner relationship, you can multiply success and profits exponentially.

The Art and Science of Vendor Partnerships - Women In Automotive
Navigating Title Clerk Transitions

Discover solutions for dealership title clerk shortages to avoid backlogs and ensure smooth vehicle sales and registration processes.

Navigating Title Clerk Transitions
Phone Sales Strategies for Pitch-Perfect Wins

Discover how preparation, knowledge of your inventory’s value and a tailored call guide can transform your sales approach. Master the pitch-perfect phone sales strategy that respects the customer’s time and maximizes your dealership’s potential.

Phone Sales Strategies for Pitch-Perfect Wins
How Will Advanced Automotive Technology Showcased at CES 2024 Impact F&I Protection Products for Dealers?

By offering the right F&I products that embrace vehicle innovations, dealers can ensure their customers are navigating the roads with confidence.

Advanced Automotive Technology Showcased at CES 2024