Nearly 90% of today’s consumers use the internet to shop for a car, spending an average of 17 hours online visiting dozens of websites during the research process. It’s challenging for dealers to break through the digital clutter to drive serious car buyers to their websites and, ultimately, their showrooms.
There’s no question that the power of sight, sound, and motion has always been huge for automotive advertising, with auto marketers traditionally relying on television to engage with consumers and, ultimately, drive sales. Now that viewing has shifted across devices—from mobile to laptops and tablets—it’s become increasingly important for auto
I often see dealers make common digital advertising mistakes based on the advice of advertising professionals in our industry. The latter often seemingly don’t understand the critical ingredients for developing and implementing a successful online ad campaign. There is plenty dealers can do, however, to optimize their digital advertising efforts.
I grew up in Indiana, where my dad used to take me fishing. Some of my favorite childhood memories involve warm days, a fishing boat, and conversations that lasted the afternoon. One very important thing I learned from my dad was that even though we always fished the same lake,