As the landscape of automotive advertising changed, two camps have emerged: traditional marketing and digital marketing. This segmented philosophy left many dealerships behind the curve, forging through a continual drop in gross margins and wasted ad dollars. A greater and greater number of consumers began spending the majority of their car buying process researching online and started visiting fewer dealerships, which has made it vital to understand how and when consumers make a decision to buy. It’s time to think differently — traditional versus digital… it’s time to end the debate.
To create the most effective marketing plan, cutting edge dealerships are turning their focus towards dominating intent channels and stimulating market interest. That means building your budget around the lowest hanging fruit — in-market buyers ready to purchase — and working up the funnel.
Understand consumer behavior by identifying shopping search behavior and intent, and build effective content that both satisfies the consumer and create visibility for your dealership. As dealers develop their marketing plans around consumer behavior, it is important to understand how each channel affects shoppers differently and to know the key performance indicators that best create success at the store.
During my session “Settling the Traditional Marketing Versus Digital Marketing Debate Once and for All” at the at Digital Dealer 23 Conference & Expo, we will review current industry trends, review the metrics that best measure marketing effectiveness, and then discuss strategies to build budgets around the likeliest prospects for the dealership.
Join me on Sept. 20th to:
- Discover industry trends in both dealership budget spend and consumer behavior to best create budget decisions based on data.
- Review the primary marketing channels, digital and traditional and discuss the purpose, primary KPIs to measure, and leverage data and case studies to build a budget based on the best return of each channel for a dealership.
- Develop a process for building your dealership marketing budget based on intent and in-market buyers along with stimulus and creating brand/dealership interest all around the channels that best match these two high-level strategies.
Dave Spannhake is the Founder/President of Reunion Marketing, one of the fastest growing marketing companies in the industry that combines data and psychology to increase sales. Dave spent 10 years at a 33-store dealership group in NC, where he created digital strategies that increased website traffic and lead volume 400%+, contributing towards sales growth that outpaced the local market by 600%. EMAIL: firstname.lastname@example.org.
Author: Dave Spannhake
Dave Spannhake is the Founder/President of Reunion Marketing, a full-service Digital Marketing agency delivering best-in-industry solutions to auto dealers across the U.S. Dave spent 10 years at a 33- store dealership group in N.C., where he created digital strategies that increased website traffic and lead volume 400%+, contributing towards sales growth that outpaced the local market by 600%. He continues to use the same data-driven strategies to create the same success for Reunion Marketing’s clients today.