Automotive Digital Marketing ProCom

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Is Search Engine Marketing A Priority At Your Dealership?

I had the pleasure of watching a very informative webinar last night that really brought home the importance of having a robust dealership presence online. 

 

I truly enjoy studying the shift in advertising from the traditional way of doing business to the modern way of doing business.  I've seen dealerships that had all the right brands under one rooftop but sell 70-90 units a month while their competition sells over 200 units a month; due to the fact of poor leadership, nonexistent online presence, horrible culture and negative online reviews about the dealerships service dept. (a service customer is 7 times more likely to buy at the dealership that he/she uses for service) just to name a few. 

 

The days of just building a multi-million dollar facility and waiting for the customer to come is over!!  We know that by the time the consumer actually gets to your store (unless a real pro made contact during the ZMOT and you never seen the consumer) they are no longer at the point of interest but now at the point of sale.  Look at these alarming numbers:

  1. In 2006 the average consumer visited 4.1 dealerships and conducted 68% Internet research.

  2. In 2011 the average consumer visited 1.3 dealerships and conducted 84% Internet research and some conducted over 90% Internet research depending on the brand.

  3. In 2000 dealer ad spending was newspaper 52%, Internet 4.6%, T.V. 15.5% and radio 14%

  4. In 2010 dealer ad spending was newspaper 22%, Internet 23.7%, T.V. 20.1% and radio 16% (and of course we know that Internet ad spending is much higher now in 2012).

And when I have sales people that are friends of mine call me and tell me how slow it is and how they only got 5 cars out and it's the 25th of the month; yes some are LAZY however, some are at a store that in 2012 the owner and GM does business like it's 1980.

 

SEM and SEO is such a interesting subject that if you want to bring value to your store it's imperative that you study these ideas because when you begin to talk with your owner or GM about what you're studying you will become a valuable asset at your dealership or the competition will hear about you and start calling you.  Good luck and good selling....   

Views: 241

Tags: Batchelor, J.R., Marketing, SEM, SEO, ZMOT, auto, automotive, dealership, internet, More…sales

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Comment by J.R. Batchelor on December 13, 2012 at 8:50am

Good comment Alexander.... the true leaders will be the stores that masters the strategy of the aforementioned.... 

Comment by Alexander Lau on December 13, 2012 at 8:28am

Ralph, it goes without saying, those dealerships with their thinking caps on and pay attention to the need for SEM / SEO / Social / RM are going to succeed. That's just it, the decision maker and thought leaders need to realize the need for it. I find it funny to see dealerships doing but 15% of what they should be and dominating their competition. If only they'd take it to the 50% to 75% zone, they'd make even more money. 

 

Great examples, BTW: usable, clean and I'm sure they convert well.

Comment by J.R. Batchelor on December 8, 2012 at 3:20pm

Yes Ralph, you are correct when you say that there are dealers out there who are proactive and have in place the right people and are crushing it in regard to SEM and SEO.  And with great websites like this one nobody can say that they didn't know where to find helpful information.    

Comment by Ralph Paglia on December 7, 2012 at 10:40pm

J.R. - You are right on target with this post... All too often good people in this business find themselves working for a dealership with no leadership... A ship without a captain who has vision.  The good news is that the opposite ie as true today as ever before... I find myself working with more and more dealers that have the vision and possess the leadership sklkills to bring that vision to reality.  Dealerships like:

As the business evolves we will see the dealers who have vision and understand the customer use of the digital space becoming more and more successful.

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