The question of what is the true cost of a lead can be answered by different people in many different ways, but here we’re going to use the Conversica answer. We like to look at the lead cost as what we refer to of as an effective lead rate. There are a few factors that go in an effective lead rate: the number of leads, the engagement rate, and the per-lead … [Read more...] about What Is the True Price of a Lead?
In this age of intense competition, dealers need to get back to the basics of responding better to leads to increase sales—and as of now, there’s a lot of room for improvement. Digital Air Strike recently conducted a Mystery Shop Study of more than 1,500 dealerships to gauge their response habits on leads from their website and social networks, and the results were less than … [Read more...] about Top 8 Ways for Dealerships to Convert More Leads Into Sales
When we look back at 2017, the best word to capture the year in automotive retail is fascinating. Between the drop in the record-setting 2016 sales figures to the uptick in vehicle demand from the disaster-ravaged states in the aftermath of Hurricanes Harvey and Irma, this past year’s seasonally adjusted annual rate (SAAR) was nothing short of a rollercoaster ride. 2017 … [Read more...] about A Look Back at Automotive Retail in 2017 Reveals the Path Forward for 2018
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 looks of it, today’s auto shoppers would rather interact … [Read more...] about Going Digital Doesn’t Mean Giving Up the Personal Touch
While advances in autonomous vehicles, connected cars, and online car buying grab headlines daily, dealership-level automotive marketing is also set to undergo a tremendous shift in the next few years. The source of this disruption will be an ever-deeper ocean of data, tech-savvy buyers, and artificial intelligence—enabling real-time sophisticated engagement way beyond … [Read more...] about Get Ahead of the Automotive Marketing Innovation Curve