It’s no secret that dealerships invest a significant amount of money on their advertising. You could probably open your email right now and find a new opportunity to spend $1000, but should you? What happens when you have seemingly great campaigns but you still aren’t getting results?
Spring is right around the corner, and you know what that means for dealers – vehicle sales season is coming up.
March is traditionally the biggest month of the year for car sales. In the US, vehicle sales plummeted in March 2018 compared to the previous year (according to Statista).
The Automotive industry is no stranger to digital advertising.
Both US and Canadian markets are continuously increasing investment in digital advertising and marketing. eMarketer experts forecast consistent growth in digital ad spending for Automotive through 2020.
In traditional dealership advertising – whether it’ radio, TV, newspaper or direct email – GMs usually use one metric to evaluate ROI (return on investment): how many people come through the door.
When dealerships adopt online marketing, they lose focus in vanity metrics that have little to no correlation with sales. Marketers start chasing traffic spikes, bounce rate, time on page, or a number of clicks and hit the wall with advertising campaigns. They target wide segments of unqualified traffic for low engagement at a high cost.
Ad spend becomes a liability rather than an investment.