Combating the Top Mistakes of Automotive Marketing

The use of dif­fer­ent sources and more devices dur­ing the pur­chase process cre­ate a dif­fi­cult sit­u­a­tion for media attri­bu­tion — despite the fact that online adver­tis­ing has enhanced mea­sur­a­bil­i­ty.

Dig­i­tal Sin No. 1: Assum­ing All Audi­ences are Cre­at­ed Equal

Think qual­i­ty over quan­ti­ty. It is impor­tant for deal­ers to look at the audi­ence engage­ment in each of their ads instead of try­ing to get their ad in front of a large audi­ence. Accord­ing to Cars.com, 11 per­cent of U.S. adults aged 18–64 are in the mar­ket to pur­chase a car, leav­ing 89 per­cent of adults who are not con­cerned with car shop­ping. Deal­ers shouldn’t rely on tra­di­tion­al media out­lets, such as TV and radio, for the broad reach it pro­vides if it will only be rel­e­vant to one out of 10 con­sumers exposed to the ad

Dig­i­tal Sin No. 2: Putting Too Much Focus on the Lead

Since online retail­ing first arrived, deal­er­ships used e-mail leads as a basis for their mar­ket­ing plat­form. How­ev­er, most car shop­pers today nev­er gen­er­ate a lead and those who do sub­mit one, don’t always con­vert. Jack Sim­mons, Cars.com deal­er train­ing man­ag­er, said that despite years of process opti­miza­tion, the top deal­ers are only clos­ing 15 per­cent of the leads they receive because most leads are sent to mul­ti­ple deal­er­ships, but only one car is sold in the end.

Shop­pers do not see val­ue in engag­ing through email because there is not a quick enough response. Instead they are opt­ing for chat and text mes­sag­ing. The webi­nar rec­om­mends being aware of new com­mu­ni­ca­tion chan­nels, mea­sur­ing them and invest­ing in media such as chat, web­site clicks and in-store vis­its. .

Dig­i­tal Sin No. 3: View­ing Vehi­cle Detail Page Traf­fic as the Gate­way to Sales

Most deal­er­ships view the Vehi­cle Detail Page as a top indi­ca­tor of dig­i­tal mar­ket­ing per­for­mance, but Cars.com cau­tions deal­ers the VDP itself may not nec­es­sar­i­ly be what influ­ences shop­pers to choose one deal­er over anoth­er, espe­cial­ly in terms of com­par­ing VDP views from third-par­ty web­sites.

Users engage with the VDP in dif­fer­ent ways turn­ing it into a flawed met­ric. Cars.com cat­e­go­rized VDP shop­pers as browsers and buy­ers. Both are in the process of buy­ing a car, but at dif­fer­ent stages. By lump­ing them togeth­er, deal­ers get mixed sig­nals for what con­sumers are using the VDP for.

Deal­ers can opti­mize VDP per­for­mance by know­ing how their inven­to­ry shows up in search results, pric­ing com­pet­i­tive­ly to show up in search results and mer­chan­dis­ing vehi­cles to stand out as they would on a deal­er lot.

View the entire arti­cle and reg­is­ter for the free webi­nar.

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