Automotive Digital Marketing

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With all the recent talk about cars.com it brings up an excellent discussion about knowing your providers and the interactions they have with the leads that they sell you, if they sell leads, or with the customers you advertise to on the providers “portal”. This includes manufacturer leads from Tier 1, Tier 2 and manufacturers 3rd party leads. Do the providers follow up with the leads? How many times? On what days? If a customer sends a lead through a third party that goes to the manufacturer do both the third party and lead provider follow up? This shouldn’t make a decision on whether the provider is good or bad it should just help us as a dealer improve our processes to not overwhelm the customers. See discussion http://www.automotivedigitalmarketing.com/profiles/blogs/has-the-pe.... The lead providers are tasked with providing good quality leads that close so if they try and help by calling to verify the phone number, or ask if the customer is being taken care of. Recently a third party provider changed the settings within its whole advertising network to default to checking the 4 closest dealers on their selection sites .So now leads that used to go to 1 dealer go to 4 and it isn’t the consumer doing it the provider is. The consumer is likely to send the lead to 5 brands before they send it to 2 dealers within the same brand. Thoughts????????

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Tags: leads, party, process, third

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Comment by Michael Stafford on May 2, 2013 at 8:21am

I am good with generating an adequate number of leads but is it always about the lead volume? Yes leads are trackable and proven ROI however a very low percentage of consumers who visit automotive buying websites actually submit a lead. Most visit the showroom and quite a few call. With consumers visiting 18 or more websites during there research if you do not participate in those sites you may be missing out on leads, which you say you have enough of, but the consumer also does not get to see your name address and phone number on 15 of the 18 sites they visited. You will not be the most prominent and how many leads is really enough if it is hurting the consumers ability to walk through your door or call you because you were not displayed as a choice during the majority of their shopping.


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Comment by Doug Davis on May 2, 2013 at 6:03am

I didn't buy third party leads from any source including the manufacturer.  I was able to generate an adequate number of leads that closed at a high percentage.  I didn't have to tolerate the manufacturer's nonsense. 

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