A webinar focused on the transformative power of call tracking in enhancing brand marketing and growing organic traffic is now available on-demand on digitaldealer.com.
Titled Capitalized on Organic Marketing and Trusting Your Data with Schomp Automotive, the webinar was hosted by Hayden Baechle, Client Success Manager, and Jordan Patterson, Sales Director of Car Wars that featured George Lawton, Marketing Operations Manager at Schomp. The three shared their experiences and insights on leveraging organic marketing strategies and tracking data effectively.
Lawton emphasizes the importance of communication and data-driven decision-making in his day-to-day work and highlighted the upcoming CARS Act that is increasing focus on transparency and privacy regulations in the automotive industry.
The CARS Act Coming
“The CARS Act is going to be a game changer for a whole bunch of dealers if it passes as it’s currently written,” said Lawton. “So these new mandates, I guess, are going to force dealers to have to move towards a different experience than they may be accustomed to.”
The conversation then turned to the need for dealerships to rely more on first-party data and leverage it for marketing purposes.
Lawton shared some of the strategies and tactics used by Schomp Automotive to enhance their branding and marketing efforts, including the importance of email marketing, search engine optimization (SEO), and social media in driving organic traffic and engaging with customers.
Use of Social Media
As a case reference, Lawton cited the success of a social media campaign run by Hive Analytics, a data analytics company associated with Schomp.
“What we do is we take in data from our CRM, from third party marketplace channels, from car wars, from our web analytics, and we bring it in basically into a data lake,” he said. “We bring in this information through business intelligence and look at data on a massive scale.
As for the challenges and opportunities of growing the dealership group, the three noted the differences in marketing strategies between different locations and the importance of maintaining a consistent brand experience across all dealerships.
“We have eight stores here in the Denver metro area. It’s pretty ubiquitous with car shopping, shop automotive, everybody knows that, knows our name, knows that one price, one person, one hour philosophy,” said Lawton. “Then we went out to California and it’s kind of the Wild West out there. It’s totally different ball game, but we wanted to continue to have that brand promise.”
A Different Kind of A-B-C
No matter the market, the importance of quality over quantity and the need to evaluate the effectiveness of marketing campaigns based on specific outcomes and results is a key component for success.
“I prefer quality over quantity,” stated Lawton. “if you’re just evaluating the volume, you don’t really know what you need to improve on.”
He noted the use of Car Wars programs to see what percentage of calls are connecting, requesting, setting, and then pursuing. “We can look at that data and see who has trouble requesting these appointments and setting firm appointments or who is not giving the customer the right information that they need to move through the funnel.”
The discussion concludes with a focus on the role of data analytics tools like Hive Analytics and Car Wars in managing and analyzing marketing data, highlights the benefits of using these tools to gain comprehensive insights into customer behavior and optimize marketing efforts.
“The way that I see it is the 21st century is going to be, it is the century of the modern day ABCs A is AI, artificial intelligence, B is BI business intelligence, and C is CI customer intelligence,” stated Lawton.
