Automotive Digital Marketing at it's Best.
Digital Marketing makes you more money.
Do you remember the last time you drove from dealership to dealership in the search for the perfect car? You probably don’t, as like most people you did your research online before you stepped foot into a dealership. Because of this it’s critical to have the right Automotive Digital Marketing.
According to a recent study in 2018, 92% of prospective buyers now use the Internet for their research, typically searching content on which car would suit their needs most, the best deals available for their budget, reading customer reviews all to narrow down where they go to buy their next car and when. People go online to research at every stage of the customer journey. In other words, countless digital micro-moments rule the buying process
You may have heard but if you aren’t using digital in your marketing plans, you are losing out. Simply put, traditional marketing no longer works like it used to for auto dealerships. According to research by DealerSocket, traditional advertising such as radio spots, TV ads, and billboards bring in an average total profit of $1,702 per vehicle, while digital marketing brings in $2,514 per sale. Consumers research and shop across digital channels and dealers must go digital to target and acquire new auto customers.
Studies show digital marketing for automotive brings creates more profit than traditional marketing channels.
Automotive digital marketing / advertising includes channels such as websites, email, social media, and mobile. Not only does digital marketing bring in more revenue per car sold, it also costs much less. DealerSocket found that it costs $150 of digital marketing to sell one car compared to $1,581 in traditional media. This translates to paying 10 times more than necessary if you use traditional strategies. But cheaper doesn’t translate to better.
Dealership Digital Marketing
This is not to say that traditional media should be left behind. It certainly has its place, but dealerships must move away from solely using traditional advertising channels and begin to implement more digital targeting options in their marketing and advertising and keep in consistent contact with a quality monthly product can generate 15 more Service appointments and as many as 20 extra sales per month. As consumers become more digitally savvy, they expect to be catered to through digital channels. By not targeting these consumers in the ways they expect to be reached, your dealership is losing out on an entire target audience of online car consumers. a quality Automotive digital marketing is essential to a well thought out marketing plan.
According to a study by SiriusDecisions, 67% of the buyer’s journey is now completed digitally. Consumers use digital channels to research and to decide which dealership to ultimately visit. During this important phase of research, you need to ensure that your dealership is one of the options being considered. iDriver helps you with this.
Research by G/O Digital revealed that 30% of consumers immediately go to search engines when starting the car-buying process. A dealership’s online presence is a huge factor in determining success at this initial point in the purchase journey. Strong Search Engine Optimization (SEO) strategies will ensure that car-buyers can find your dealership in search results. A comprehensive SEO strategy should include your website, keyword optimization, pay per click campaigns, link building, online reputation management and quality content. Your digital marketing agency should be able to help you with these items
It’s the age of “Mobilegeddon” and your website, content, and marketing messages must all be optimized for mobile. When a consumer visits a page that is not mobile-friendly, they will quickly leave in search of a competitor who can deliver an optimized mobile experience. Research by cars.com shows that 63% of car shoppers examine merchandise online via mobile while physically shopping at an auto lot. “Of the mobile content sought out by these shoppers, 51% pertains to price, payments and offers, and 29% is inventory information. These numbers indicate that large numbers of customers are relying on mobile not just for preliminary research, but also as they make final decisions about what to purchase and where.” Based on the increasing use of mobile throughout the purchase journey, from initial research to final purchase, mobile has never been more important for car dealerships. Having a solid automotive digital marketing plan is a fundamental piece of your digital
Online video digital marketing is becoming a huge trend this year. Posting videos can boost engagement and interest in dealerships by displaying inventory and information where most consumers research first, making your dealership the go-to place for interested car shoppers. According to a study byGoogle, 64% of people who used YouTube while buying a car were influenced by it- more than TV, newspapers, or magazines and auto review videos on YouTube have been watched more than 5M hours in the first 9 months of 2017, of which more than 2.2M were on mobile, more than 2X as many as last year. When creating videos, keep them short. Videos between 30 seconds and 1 minute are shared 18% more often than videos longer than 1 minute. The top 3 types of content that shoppers are interested in are test drives, features and options, and walk throughs. Fining it in one seamless automotive digital marketing platform like iDriver is unique.
Again DealerSocket found that it costs $150 of digital marketing to sell one car compared to $1,581 in traditional media. This translates to paying 10 times more than necessary if you use traditional strategies. The traditional automotive content marketing with a html newsletter that was built in the 1990’s is ok, but it’s an old way to reach your customers. Customers have to constantly go back to the email to read the next tem. Nothing is seamless about it and look very average on mobile. We know it’s cheap to do, but looks cheap as well and sends a signal to your buyer you may not be the place for them to buy. Our automotive digital marketing only looks expensive. We have a product to fit all your digital an mobile needs.
Emails Done Right Make Money
When done properly, email marketing is a highly effective channel for dealerships. Personalization is key to creating emails that convert but a seamless product with great content will get better open and conversion rates. You want to be part of those 1.4 dealers lots a customer walks on when buying a car. If you are not you chances go way down on even have a shot at selling that customer at all.Research by G/O Digital shows that 35% of car buyers want emails tailored based on their interests. Additionally, 28% said they would click on an email from a dealership if it included information about a style, color or model they’re interested in. And if consumers are sent an impersonal email (i.e. not specific to their interests or location), 23% are less likely to visit that dealer’s website and 32% feel irritated or resentful toward that dealership. iDriver has an exceptional open rate. Where the industry average for email automotive digital advertising vie is 11% iDriver has a whopping 23% open rate. More interaction more chances of making that sale.
Mobile devices have not only become a key component of auto shoppers’ journeys but they also dominate digital interactions. Google studied in detail one consumer’s complete journey, from awareness to purchase, and found that 71% of digital interactions occurred on mobile. Additionally, 58% of auto shoppers agree that in the future their smartphone is likely to be the only device they use for vehicle research.
Merely having a mobile responsive website is not enough to target mobile-first buyers. Mobile apps, local search, video content and social media and a steller e-mai program all present opportunities to reach mobile-first buyers on their preferred device. iDriver Presents is the vertical expression of your horizontal website. We look better on the phone than does your website.
Mobile-first users use both m-sites and apps in their research as each proves to be more useful in different aspects of the research process. For example, mobile websites are the preferred platform for comparing vehicles, whereas users use apps to get warranty information or research the nearest dealer. Desktop still dominates activities such as customising vehicles, since only 68% of mobile auto sites have customisation configurators, compared with 93% of desktop sites, L2 Digital Index reports.
Overall, digital and traditional marketing should complement each other. A good marketing strategy should blend different channels and elements based on each dealership’s unique audience. iDriver would like the opportunity to be your go to automotive digital market agency.