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Dealer Digital Warfare – Do You Have a Winning Strategy?

Competition continues to increase dramatically in dealer digital advertising.  The old adage, “the best defense is a good offense” has never been more true than in today’s dealer digital combat.   With new technology, aggressive dealers now have the ability to combat a competitor on the web, on their lot and in their showroom at a fraction of the cost of traditional media.

Due to new technology, the average Auto Shopper no longer visits 4-5 dealers.  The number is now less than 2, which means that when an Auto Shopper enters your showroom, they know what they want and what they should be paying.  Digital savvy dealers are now influencing Auto Shoppers at every digital conversion point.

Dealers currently spend 63% of their media budget on Digital up 20% from 2012.  According to the Borrell 2016 Auto Outlook Study, Dealer’s’ Top 5 Sources of New Customers are:  1) Customer Referrals (74%),  2) Dealer Website (70%), 3) Online Ads (55%), 4) TV Ads (54%) and 5) Social Media (50%).   Other than TV, it’s a digital game!

For a dealer to compete, the digital house must be in order starting with SEO, SEM (Pay Per Click), Social Media and Reputation all under the umbrella of a comprehensive, targeted Mobile Strategy.

Let’s start with SEO.   It’s never been more important to have a fully optimized website that eliminates multiple/duplicate meta data.  Schematic markup is essential!  An aggressive keyword strategy will insure first page placement for profitable keywords.  In combat, dealers can now compete and conquest out of brand competitors and  build model comparison pages targeting competitors, which results in higher organic rankings.   Developing a local content strategy can also have a positive impact on your organic rankings.

The Cost Per Click continues to rise!   If your dealership is not showing in the Top 4 for your top models, you need a new strategy.  The days of keyword bidding in a radius around a dealership is no longer effective.   With our GeoForce technology a dealer can now utilize their DMS data and overlay in-market data (Polk, IHS, Experian, etc.) to determine which zip codes are the most profitable utilizing our bid modifier platform and save as much as 30% from the overall spend.

With Mobile now being the most important battlefield, a dealer can now target a competitor’s’ lot and showroom, serving up competitive, relevant ads to Auto Shoppers on their mobile devices while shopping and after they leave.   Once we capture the device ID, we then can retarget Auto Shoppers for an indefinite period of time.  With the same technology, a dealer can protect and defend its own backyard, serving ads to customers that are on their lot and in their showroom.  Our GeoMobile Marketing platform can place your dealership top of mind with shoppers on mobile.

Social Media must be utilized as part of your digital combat strategy.  A dealer can hyper-target auto shoppers by age, income, lifestyle, intent, etc. with aggressive campaigns that are effective and efficient.

And of course a dealer’s’ Reputation is critical in maintaining a dealers’ image in the local community and online.  Research shows that Auto Shoppers will drive up to 50 miles farther to buy from a dealer with a positive online reputation.

If you are unsure of how your dealership stacks up against the competition, let us perform a comprehensive digital audit showing your strengths and areas of vulnerability.   Please contact us directly at 800.591.5719 or info@automotiveonly.com  Find us on the web at www.automotiveonly.com.

 

 

 

 

Why Conquest Email Should Be Part Of Your Digital Plan!

Conquest Email Marketing should be part of every dealers digital marketing plan.

Here’s why:

91% of consumers check their email at least once per day on their smartphone, making it the most used functionality ExactTarget “Mobile Behavior report” (2014)

67.2% of consumers use a smartphone to check their email, 42,3% use a tablet while 93,3% uses desktop environment. – BlueHornet “Customer Views of email marketing 2015” (2015)

B2C emails get 57.4% more opens on mobile than B2B email, ranking 42.78% opens on mobile for B2C compared to 27.18% for B2B. DDMA “Nationale email benchmark 2015” (2015)

Webmail and desktop opens have steadily declined throughout 2015, each dropping 13% since January. Litmus –”Email Analytics” (Nov 2015)

75% of Gmail users access their accounts on mobile devices. Gmail now has 900 million users. – Google / TechCrunch “I/O developers conference” (May 2015)

Mobile email opens have grown with 180% in three years. From 15% Q1 2011 to 42% in Q1 2014. – Campaign Monitor “Email interaction across mobile and desktop” (Q1 2014)

AutomotiveOnly.com’s Progressive Email platform generates the best ROI in the industry. Call us for details at 800.591.5719.

 

The Facebook & Conquest Email Combination Moves More Metal!

Here are 6 important reasons why combining conquest email and social media ads can sell more cars at your dealership:

  1. Expand your reach:  According to the study, combining email and social media ads, expanded the reach of the overall campaign by 77%.
  1. Increase open rates: The audience that both received an email AND were served social media ads were 8% more likely to click on email than those who opened email but did not see ads.
  1. Sell more cars:  The segment that both received an email AND were served social media ads were 22% more likely to make a purchase!
  1. They already know you here: Targeting your email list across social media means you’re reaching people who already have shown enough interest to opt-in to receiving email messages about your vehicle offers.  This connection means higher response rates than messaging a new group of people who may have never heard of you.
  1. Be where your customers are:  The average user spends an over 700 minutes a month on Facebook and 170 minutes a month on Twitter, looking at updates from friends and promotions from brands they “Like” or “Follow”.
  1. They want to share: 4 out of 5 auto buyers said they are more likely to turn to their social network for car buying advice than a car salesperson. And over 1/3 sourced friend or family recommendations.  Social media is the single most influential source obtaining those recommendations.  Customers can easily like, comment, or share your Facebook ads or retweet your Twitter ads adding up to 35% additional reach to your campaigns.  Combining a well-qualified email list with hyper-targeted social ads can help your dealership expand its social reach and increase monthly sales.

At AutomotiveOnly.com we can custom design a Facebook + Email campaign that will increase your website and Facebook visits, increase likes and increase your showroom ups.