Adam Stewart from Google recently published a great article about how brands should be thinking about the customer journey in new ways. Specifically with the goal to organize their infrastructure from multiple sources to generate consistency across marketing messages.
Car buying behavior is changing in ways that will disrupt the existing dealer model. Amazon-like buying experiences have conditioned buyer's expectations. To prepare for this change, automakers and dealers alike need to have a deep understanding of the evolving customer behavior. Bain's recent study of more than 5,000 car buyers offers a comprehensive view into these new behaviors and identifies how car dealers must adapt to build a customer-centric ecosystem.
inspired by and featuring content from Alex Veal, VP of Ops, intice.
“I’m not buying today” is a customer who views a few vehicles and leaves your site without converting to a lead.
Installment Number One of the intice Google Analytics Project for the Dealership Manager Series:
To have a strong working knowledge of marketing today, it is important to understand the role that data analytics play in it. Specifically an understanding what constitutes success is paramount to navigating today's world of digital marketing. Many of the marketing gurus may not have the personal experience with selling cars in the real world and lack the insights that are important when defining the success of Automotive Digital Marketing for Dealership Managers. In this series; Google Analytics for the Dealership Manager, we aim to demystify Google Analytics, educate Dealership Managers and create useful ways to gain insights from GA and apply them to daily decision making.
Sun Toyota: Holiday, Florida:
590 Leads, 116 Sales
John Marazzi of Sun Toyota in Holiday Florida has a long track record of success in Automotive Retail. Currently, John is the owner and managing partner for both Sun Toyota and Brandon Honda, part of the Morgan Auto Group, one of the fastest growing dealer groups in the country. Looking for new and innovative ways to increase engagement on his dealership website, in late October 2017, John agreed to join a beta test for latest lead conversion technology from intice. Dealmaker, a digital retailing website application designed for increasing engagement and conversion.
Earlier this year intice earned the Premier Google Partner Badge for our Search Engine Marketing Solution ingauge.digital. We are proud of this achievement and we continue to aspire to maintain this award by serving our dealer clients with the highest level of strategy and service.
Q: WHY USE AN INCENTIVE?
A: BECAUSE THEY WORK!
The Incentive Marketing architecture is a powerful tool for affecting behavior.
In order to convert anonymous website visitors into leads and encourage them to “give up their information” and “commit” to actually coming in store, you need to offer them something in return.
Here at intice®, we are always testing and trying new strategies with our Adwords accounts. We are currently running a test inside of Adwords with Google for a couple accounts to see if the Click-to-Call Campaigns and Call Only Ads have any value to the Adwords accounts. Due to multiple recent advancements to the Adwords System, these types of campaigns may have become obsolete. As part of our strategy, we aim to dominate the competition and always claim the number one ad position. But, if that ad position is won and a Click-to-Call or Call Only Ad is triggered, you’ll loose 75% of the ad space you could’ve had WITH an option to call.
VDP Retargeting is simply retargeting a visitor from a VDP - or Vehicle Display Page on your website.
As a car dealership, how can I get more trade-in appraisal appointments?
The biggest challenge for a dealership website is converting visitors into customers. One of the best ways, is to ensure that people visiting your site can quickly and easily find what they are looking for- so they can give you an in-person visit.
So how can a dealership presence online make the customer journey as pleasant and rewarding as possible?