The average auto shopper will end up visiting two dealership lots before making the final purchase. This means that dealerships need to engage the consumers online where they start looking. During the initial research phase of the consumer, dealerships need to have a robust multi-channel presence to reach as many consumers as possible and create brand awareness, having a large inventory and the ability to get a vehicle from another dealership to sell at a better price. Location based marketing along with multi-channel marketing allows the dealership to have several contact points with the customer, creating top of mind awareness. Putting your dealership in front of the consumer and creating brand awareness and building more brand awareness is crucial. Every point along the consumer journey is an opportunity to make an impact, reinforce your impact. Leave some breadcrumbs, connect the dots leading the consumer back to your auto dealership. And when the consumer does call take action, get them onto your car lot, make sure that you are one of the two dealership lots the consumer visits.
With over 50% of consumers starting their car buying search on a smartphone or tablet to help them find the make, model, price and a dealership that fits their needs, why wouldn’t you want to use geo targeting? If you want to appeal to the masses of consumers who are searching on their smartphone then use coupons. Eighty percent of shoppers responded that they have a more positive perception of a retailer that offers mobile deals and coupons. Geofencing can be used by dealerships to target people at a car show, used card lots, competitors across town or in the next county. Geofencing can also be used on their own lot to offer incentives or move inventory of cars, truck, vans or hybrid vehicles that have been sitting on the lot. Cell phones continue to change how we all shop, decades ago you use to get in your car and drive to the dealership, today it’s all done from the comfort of your couch.
Dealerships have to be creative and influence the consumer through every step of the online and offline research process increasing visibility and creating a competitive advantage.
25 years ago, he first banner ad was posted on the internet for car dealership, it was 1994. Fast forward to today advertising online has more choices, social platforms and search engines to choose from. There is no doubt the future of auto marketing lies in mobile marketing. The auto industry spent over 5 billion in digital advertising in 2013, 8 billion in 2017 and what will it be for 2020?
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