By: Gino Cipperoni
At this year’s Digital Dealer Workshop at the Chicago Auto Show, I took dealers through a deep dive of Google’s new Dealer Digital Guidebook (if you haven’t downloaded that Guidebook yet, you can get it here: https://www.thinkwithgoogle.com/marketing-resources/auto-digital-retail-trends/)
The Google Dealer Guidebook gives an excellent overview of how to best take advantage of all aspects of dealer digital marketing. Nearly all of today’s car buyers use digital outlets throughout the majority of the car buying process, and having the strongest possible digital presence is what every dealership needs to focus on in order to move metal in 2018. The guidebook gives you a clear cut overview of the Foundations of a good marketing campaign, the Basics of solid marketing strategy, gives an overview of some Differentiators to help you stand out in your market, and talks about Future Growth opportunities to help you maintain the edge in your market.
In my presentation at DDW Chicago, we took a deep dive into tools and strategies outlined in the Dealer Guidebook. We looked very closely at “The Basics”, and came up with a clearcut picture of what needs to be happening in your account to have all of your bases covered. Getting The Basics covered is something that, unfortunately, doesn’t always happen in this industry, so I showed dealers how to identify The Basics in their own marketing accounts to make sure that they were not missing the boat on these most fundamental campaign types.
Once you have The Basics covered, you can then focus on The Differentiators that can help you stand out in your own markets. Everything from Parts and Service campaigns, Used Car strategies, and even Spanish Language marketing can be utilized by dealers to help them gain an edge in the marketplace. With the right Differentiators in place, you can start to grow your influence and get in front of more customers that may not have found you otherwise. Getting the right Differentiators in place can make all the difference in the success of your campaigns today and in the Future.
And speaking of the Future, we talked about all the latest marketing technologies as it relates to properly tracking ROI and targeting customers in a much more detailed way. Future Growth depends greatly on marketing vendors in the industry advancing their technologies, and also close collaboration with marketing partners like Google, to ensure the focus is on measuring true ROI, rather than focusing on simple metrics like clicks and traffic. Fortunately, we at Dealer eProcess have the ability to match marketing and website activity to actual sales and revenue figures via a direct connection to your DMS. This technology is the foundation of our CAROi marketing platform, and is a big reason why we once again won Driving Sales’ Top Rated SEM/PPC provider this year (we’re also the highest rated of all time!).
If you’d like to learn more about your own digital marketing and whether or not you’re successfully taking care of The Basics, Differentiating yourself in your market, and are all set for Future Growth, then fill out the form below and one of our specialists will get on a call with you to walk through everything.
Thanks for taking the time to read this, now get out there and sell more cars!
Contact Dealer eProcess today to learn more about our All-In-One solution, featuring RESSponsive websites, full-suite digital marketing, chat, trade-in tool, finance application, and more!