• DigitalDealer-horizontal-Logo
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe

DealerPoint: May 21-23, 2024
Conference & Expo:
October 8-10, 2024

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Marketing & Advertising | Trending Industry News
July 18, 2022

Grab a Fork: It’s Time to Digest Your Dealership Data and Make it Count

Posts:
Marketing & Advertising | Trending Industry News
July 18, 2022

Grab a Fork: It’s Time to Digest Your Dealership Data and Make it Count

By Lisa Gener, Chief Revenue Officer, Dealer Alchemist

Today’s leading dealers are taking the time to learn the difference between reaching the right audience and selling the vehicles they have versus screaming into the internet void. They know that what worked before will not work in our current climate.

Below let’s explore what these leaders are doing in the space, and why you should take a page from their book in order to find success.

Get to know your data inside and out – or find someone who can.

Would you believe it if I told you 8-out-of-10 dealer analytics are set up incorrectly by those who are handling your digital marketing?

Are you comfortable sifting through data beyond your roll-up monthly reports? In order to have a full view of everything that matters, (i.e. the depth of Google Analytics, social metrics, website behavior flow, etc.,) top dealers are digging deeper, getting educated, and using this information to inform spending.

Ask questions. Take notes. And if it’s not something you have the time to dig into correctly? It’s time to bring in industry experts to help.

Once someone has taken the reins of your data, things get a lot easier.

The differentiator is inventory.

One of the questions I get asked all the time lately is whether I see dealers pulling back on their ad spends due to a lack of inventory. My answer is yes, BUT instead of allocating dollars towards what is most likely to result in more conversions, I still see them geo-targeting audiences and sinking money into display ads. I also still see plenty of dealers paying per month for SEO packages that aren’t taking into account their inventory, audience, or Google Analytics data. These are old-school methods that aren’t optimized for dealership reality in 2022.

Make your investment actually work for you.

Top dealers are using this opportunity to create a completely custom approach, (as in, no more cookie-cutter ad templates and SEO programs.) They are building their ad strategy around prioritizing the products they do have in stock and in transit, placing emphasis on vehicle features and amenities straight through the VDP. In this way, these dealers are prioritizing their vehicles by days to sell and are able to prioritize selling their aging vehicles first.

Then, these leaders are creating dynamic inventory searches via Google and Facebook ads around their inventory. They spend the money where their audience is spending time. Don’t forget to make the most out of optimizing your Google Business profile. It benefits sales, service and parts and ensures you’re top of mind for your audience doing a standard Google search.

The sweet spot is smack dab in between analytics and buyer behavior.

Business is nothing without an audience. Within your data, you’ll find gems that call out customer trends and behavior, like how long visitors are spending on your website and where they are clicking. Social media engagement also tells a story, along with Google search terms. In short, the dealers winning today are the ones who know how to find the buyers looking for the vehicles they have in stock and how to best market to them.

A multi-channel approach is what brings it all together.

The moral of the story is that dealer inventory (especially new) is at an all-time low, but the dealers winning in this current market are not using their budget dollars on SEM for brand and regional location terms. They’re not spending money on buying their group name. That’s already covered by free, organic reach. They’re spending it where it counts- on the vehicles they have on their lot and in transit right now, knowing that someone is just waiting to snatch them up.

About the Author

Lisa Gener is the Chief Revenue Officer for Dealer Alchemist, a company focused on delivering the most effective digital ad strategy in automotive. 

Marketing & Advertising•Trending Industry News

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Dealer/GM News

New Research Reveals Age and Gender Differences in Vehicle Add-On Purchases

When consumers purchase cars at an auto dealer, they often buy supplemental products and services called voluntary protection products (VPPs). These provide additional coverage and protection for certain vehicle components or services not covered by
Posts Dealer/GM News

Nearly 4,000 Car Dealers Ask President Biden to Slow Down EV Push

Car dealers are asking President Joe Biden to “tap the brakes” in his administration’s electric vehicle (EV) push. A total of 3,882 franchised car dealers the U.S., calling themselves the EV Voice of the Customer, published the letter on No
Posts Dealer/GM News

New Research Reveals Age and Gender Differences in Vehicle Add-On Purchases

When consumers purchase cars at an auto dealer, they often buy supplemental products and services called voluntary protection products (VPPs). These provide additional coverage and protection for certain vehicle components or services not covered by
Posts Data & Analytics

Digital Retailing Continues to Grow at Auto Dealerships

A recent report found car dealers offering consumers the ability to do a deal online has grown to 40% in the last year—but an urgent need to cutdown on repetitive steps happening in the showroom. Nearly all car dealers currently using digital retai
Posts Dealer/GM News

Ciocca Agrees to Purchase 10 More Pennsylvania Dealerships

The Ciocca Dealership group is growing its holdings in Pennsylvania. The agreement has Ciocca purchasing Apple Automotive, the automotive division of York County, Pa- based Stewart Companies. Terms of the deal was not disclosed, with the final transa
Posts Dealer/GM News

Mercedes Launches First Charging Hub in U.S.

Mercedes-Benz is offering a change to the way Americans charge their vehicles in the same way Starbucks altered the routine of getting a cup of coffee. Mercedes, in a joint venture with MN8 Energy to launch a network of premium electric vehicle (EV)
Posts Digital DealerEveryone

Digital Dealer Unveils New Branding & Announces Launch of DealerPoint, Offering Targeted Networking and Driving Innovation

Digital Dealer has revealed its new branding and announced the launch of DealerPoint, a dynamic addition to its event portfolio.   This unveiling of the refreshed logos marks a symbolic step forward for Digital Dealer, aligning with its commitment
Posts Dealer/GM News

Hyundai Dealers Will Be the First to Sell Cars Through Amazon Platforms

Amazon is getting into the (virtual) car dealership business. At the Los Angeles Auto Show Nov. 16, the Seattle-based online behemoth announced auto dealers for the first time will be able to sell vehicles on Amazon’s U.S. store in 2024—with Hyun

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE

Explore All Our Brands

FOLLOW US ON

  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.

ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS   DO NOT SELL MY PERSONAL INFORMATION   TERMS OF USE   PRIVACY POLICY