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Theodore Pearsall

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How a Vehicle Detail Page Can Influence Car Shoppers

Posted by Theodore Pearsall on December 20, 2017 at 10:56 AM

The automotive industry flaunts some of the best marketing tactics: glowing testimonials, virtual ride-alongs, creative sales campaigns and breathtaking photography.

And it all works — 88 million vehicles were sold in 2016, which was an increase of 4.8 percent over the previous year, according to the 2017 Automotive Trends report from Strategy&. But when it comes down to signing a purchase agreement, it's clear that customers want to know the details of the car they plan to buy.

That's where a vehicle detail page (VDP) comes into play. An overview of a popular make and model isn't good enough. It's time to get specific about individual vehicles for sale.

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Topics: Automotive, Digital Marketing Strategy

Consumer Engagement: You Can't Take CTR to the Bank

Posted by Theodore Pearsall on July 24, 2017 at 11:06 AM

Quick! What's the first metric you should review to determine the success of your PPC campaign?

If you said click-through rate (CTR), you're not alone. In fact, when it comes to measuring consumer engagement, nearly every marketer considers CTR — as you should. While this is a good place to start, it shouldn't be the be-all and end-all KPI.

Why CTR Alone Isn't Enough

A campaign's click-through rate tells you how well your ad is able to convince consumers to take the next step. And while this is certainly important, there is much more to the story.

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Topics: Digital Marketing Strategy

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