Article

Drive Business, Drive Profits with Digital Advertising

September 2008, Auto Dealer Today - WebXclusive

by Daymond Decker - Also by this author

Dealerships are seeing the effects of today’s digital world more and more. In fact, research has shown that 83 percent of in-market car shoppers use the Internet to research vehicles as they begin the purchasing experience, and 88 percent of shoppers visit the dealership’s Web site before visiting the showroom. (Capgemini Automotive, July 2008)

Today, more consumers are turning to Internet search engines as a primary tool for filtering both vehicles and dealerships, but you can’t simply buy a pay-per-click ad, post it and expect it to get results. The Internet is too vast and too filled with other digital advertisers; you need to get past the clutter.

So how can dealers like you take advantage of the Internet shopping experience as well? The answer is a comprehensive digital advertising solution.

Top-performing dealerships are channeling their advertising budgets into cost-effective and measurable digital marketing strategies that include high-impact Internet ads displayed on targeted, high-traffic Web sites, in addition to creating their own Web sites that become “virtual dealerships.” Research proves that digital ads consistently generate the highest conversions into your showrooms, completed leads on your Web sites, and telephone calls into your dealerships. But it takes the right online ads to generate incremental revenue to all profit centers within your dealership.

Include a Range of Innovative Tools to Deliver Dealership Profits
You will find a wide range of digital advertising strategies available to help your dealership maximize its online presence and uncover new opportunities for sales. Search engine optimization/search engine marketing strategies, banner ads, landing pages, microsites, quality Web content, behaviorally- and geographically-targeted ads, and appropriate online ad networks are all components of a good, comprehensive digital advertising solution.

Additionally, digital advertising solutions should:

  • Capture very targeted consumers via high-end, media-enriched graphic or video banner ads and microsites that highlight key “in-market” consumer buying behaviors
  • Deliver high-quality leads directly to your Web site through effective search engine marketing (SEM)
  • Provide the best results at the lowest cost by taking advantage of pay-per-click or pay-for-performance advertising
  • Optimize geographic and demographic market penetration

In other words, digital advertising helps you quickly and easily connect with car buyers, driving business to all profit centers.

Partner with a Company that can Deliver Measurable Results that Impact Business Growth
The key ingredient in your digital advertising solution, however, is your consultant—someone who has years of experience in this discipline. Your consultant should be able to plan, execute and measure your results on an ongoing basis in order to maximize your investment and adapt to changes in the market and consumer behavior. Your consultant will also look for ways to help you reduce the waste in your advertising budget, analyzing which ads and campaigns perform best for your dealership.

Digital advertising solutions include many components that can seem overwhelming when you’re not familiar with the medium. If you’re ready to begin your digital advertising campaign, you’ll need to find a partner you can rely on and trust with your most valuable asset—your business growth.

By taking advantage of digital advertising, your dealership can become a regional buying service, generating more organic in-market leads on your own, instead of relying on third-party services that send a single lead to multiple dealerships. Additionally, you can capture a larger share of the online vehicle buying market by broadening your sphere of influence and attracting and engaging customers in ways traditional media simply can’t.

There’s no doubt you have to spend money to make money, but if you’re going to spend your hard-earned money, you should get the best possible return on your investment. Savvy dealerships are shifting advertising dollars online, where digital advertising is delivering additional sales opportunities and incremental profits.

Vol 5, Issue 8

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