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Digital Marketing for Automotive Dealerships

Posted by Zuri Stanback on December 4, 2015 at 10:11 AM

Marketing Land notes that among both Gen Y young adults and older generations, the number-one source that influences car-buying decisions is reviews on independent websites. Manufacturers' websites and media reviews also rank above the opinion of the salesperson at the dealership. Clearly, the way people shop for cars is changing, and digital marketing for automotive dealerships is now more important than ever. Here's how the automotive industry can benefit from digital.

Reaching Consumers Where They Are — Literally!

Whereas in the past, dealers had to rely mainly on commercials and flashy billboards to entice customers into their stores, today they have the added benefit of being able to reach consumers in real time right when they're in the neighborhood. As consumers continue to spend more and more time on mobile devices, it's important to reach them where they are — not only where they'll be most likely to see your message, but where they'll be the most receptive to respond to it. That means using geofencing to serve ads in social networking apps, Web browsers and other mobile applications to target consumers who are close by your dealership. You can target consumers while they are out car shopping and serve them a deal right when they're in your neighborhood.

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Topics: Retargeting and Remarketing, Premium Display and Banner Ads, Mobile Optimization and Advertising, Integrated Marketing, Automotive

Automotive Advertising Trends: Mobile and Video Are in the Driver's Seat

Posted by Jennifer Dragon on January 22, 2015 at 10:37 AM

As consumers change their shopping habits, automotive advertising strategies are also transforming. EMarketer reported that automakers and dealers in the U.S. will have spent about $6.15 billion on digital advertising in 2014, an increase of 18.8 percent from 2013. But are they spending their budgets the right way? While marketers have made great advances, new trends suggest that automotive advertising techniques must reflect the way consumers leverage mobile, video advertising and other touchpoints to enhance their shopping experience and get the best deal.

Retargeting Cross-Shoppers

Think With Google reported that 72 percent of all auto purchase searches in 2013 involved some form of cross-shopping by the consumer. The good news for auto marketers is that you can leverage cross-shopping behaviors to ensure that your inventory is part of the consumer's evaluation process. Retargeting and remarketing are great ways to drive increased returns to your website by cross-shoppers. New research from the National Automobile Dealers Association shows that 83 percent of consumers say they're most influenced by dealer websites when they begin their auto search. This is a huge opportunity to use paid search to drive consumers to your website and leverage retargeting best practices to entice them to return once they've checked out other dealerships.

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Topics: Retargeting and Remarketing, Mobile Optimization and Advertising, Video Advertising, Automotive

Automotive Digital Marketing Assessment: Restoring the Glory

Posted by Joseph Naylor on July 30, 2014 at 3:38 PM

Once, automotive digital marketing was the gold standard by which all other industries built their marketing strategies. Due to the economic downturn, the automotive industry has been in a rut in recent years, but that is changing. A survey by PricewaterhouseCoopers reveals that 44 percent of automotive CEOs are optimistic about the global economy, yet only 39 percent say their organizations are prepared for this upsurge. The Local Solutions team here at Cox Media Group believes that the industry is entering a third wave of growth — and automotive digital marketing will be at the heart of this resurgence. To maximize opportunities to increase revenue, here are some best practices to consider.

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Topics: Digital Marketing Strategy, Automotive

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