A Dealership’s website is visited far more than its physical location yet; little regular attention is paid to its marketability and results. Colors and pictures do not necessarily make for an engaging site. Social media does not necessarily communicate with the most important consumer; CRM is more of a data management system than one of relationship building. Some of the most critical consumers of today, the millennial are rarely engaged. All of the above tools are the primary constituents of your “ecommerce marketing presence”. This session will discuss how to evaluate your ecommerce presence on the web and how to avoid costly pitfalls that provide no results and ultimately, how to gain more leads from the web and have a far more engaging presence using fewer dollars.
What is the definition of ecommerce efforts? Businesstown.com defines it as “The concept of e-commerce is all about using the Internet to do business better and faster”. As a rule ecommerce refers to your presence on the web and the communications and marketing efforts of your company on the web. Your website should be generating leads for you; your facebook page should be generating viewership’s and any web marketing efforts such as email from your CRM or any other tool that communicates through the web to your consumer or generates new consumers is part of your “ecommerce” efforts. One of the greatest problems with many dealerships ecommerce marketing is its lack of consistency. The website presents a certain culture that seldom changes, as it is developed by one vendor; the templates of the CRM are built by another vendor and the messages are usually developed by the Internet department. None of these constituents know each other nor communicate with each other prior to sending out consumer messages and often the recipient is left confused with the dealership investment wasted. The point of this presentation is to first and foremost define your dealership’s culture and portray your company consistently in all your communications. Although it is an outstanding habit of dealerships to seek the latest and greatest, consider that culture you are promoting before you sign onto yet another tool that communicates with your consumer. How do you define your “Culture” and how do you choose who will work for you? That is beyond the scope of this article. In order to discuss this topic further please join us at the Digital Dealer18 Conference in Tampa Florida and the workshop titled “Wondering Why Your ecommerce marketing campaign is lacking in ROI?”
Learn how to correctly identify the tools that contribute to your presence on the web in this session and 100+ sessions, workshops and case studies at the 18th Digital Dealer Conference & Exposition in Tampa, FL!