When I started working in the automotive industry 26 years ago, I expected that cars would change and evolve significantly in the future. Like others in the industry, I did not anticipate the car-buying experience would change so drastically during the same time period. Gone are the days of a
With smartphones and other mobile devices, we’ve reached the point where when we see someone who isn’t going through life constantly connected, we think they’re some sort of Luddite contrarian. Pew Research from earlier this year reveals that 77% of American adults now own smartphones, and almost half of the
The message-delivery methods to automotive consumers have drastically changed over the past couple of decades, when customer retention and acquisition was not much of a science. Beyond crudely targeting markets geographically, the best chance you had for focused advertising was zip-based, prescreen mailers and localized print media. Broadcasting, a “ye
It’s no revelation that auto marketers have turned their sights squarely to digital. The savvy auto marketer has incorporated nontraditional channels to target and more actively engage the increasingly comfy cross-channel consumer. The evolved consumer relies on digital platforms for everything from research to media consumption to supporting various steps
In recent years, digital marketing headlines have been dominated by words like programmatic, social, and mobile. Although these truly innovative areas have dominated the conversation, search marketing has remained one of the most popular and powerful digital marketing disciplines. Just as it has for nearly two decades, search marks one
The automotive industry’s move to digital can make the personal touch seem irrelevant. These days, people interact first with dealerships online rather than in person. They do massive amounts of digital research before even making a phone call. And they are hesitant to give out their contact information. From the
Consumers are showing increased interest in new vehicle technologies, and with the widespread access of the internet, they’re going online to research this information. In fact, in the past six months, recorded traffic on new vehicle technology pages has shot up by 127%. Despite this increase in traffic, only 1%
Your dealership’s website is probably your best and most affordable marketing tool. But if your site isn’t published in your customers’ preferred languages, sales are going to suffer. These days, English isn’t the only language being spoken by your customers. In fact, in some markets, it’s barely spoken at all.