Digital marketing is not only here to stay, it’s become a major chunk of annual marketing budgets. Automotive dealers need to have a complete understanding of what to expect from their digital marketing efforts to increase their return on investment by engaging and attracting local consumers into their showrooms or service departments.
They also need to avoid the following five common mistakes when it comes to digital marketing.
1. Not giving visitors a mobile experience
Gone are the days of print media marketing for local auto dealers. Today, digital media is the top source for local customer acquisition. When auto dealers embrace the Internet and online digital marketing, they often make the mistake of not having a responsive website—one that looks great across every screen, including laptops, desktops, and smartphones.
Without a responsive website, dealers push away customers, who can’t easily browse products and services on mobile phones. A whopping nine out of 10 mobile users will switch to a competitor’s site where it’s easier to navigate, shop, and get information, so now is the time to diagnose and fix your mobile website problems in order to attract local customers.
2. Not marketing fixed operations
According to NADA, service and parts make up 54% of the average dealership’s net profits, yet those departments receive only a 3% share of voice on dealers’ websites.
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