Digital Dealer - December 2017 - 35

I ALWAYS RECOMMEND USING BOTH FACEBOOK AND INSTAGRAM BECAUSE
IT'S MORE COST-EFFECTIVE AND YOU GET GREATER REACH THAN RUNNING
A STANDARD CAMPAIGN ON EITHER PLATFORM ALONE.
How is this possible?

RETHINK YOUR
STRATEGY

Advances in marketing automation and data
analytics are changing
how we are able to reach
customers on Facebook
and Instagram. It's now
possible to match the
customers in your DMS
or CRM with their social
media profiles.
When you cross-reference Facebook and
Instagram users with your
own customer data, these
two platforms become
highly influential marketing channels that deliver
incredible results.
On the sales side,
your dealership can now
deliver targeted messages at every stage of
the customer journey:
awareness, consideration,
acquisition and transaction. This is accomplished
by tracking the online
behavior of in-market
shoppers and delivering a
custom video, carousel ad
or lead ad right into their
news feed at the right time
in the buying cycle.
On the service side,
you can deliver service
reminders, appointment
reminders, recall notices,
coupons, offers and other
messages into your customers' news feeds.
This technology also
works with multi-channel
campaigns. Let's say

you're running a service
special for brake pads.
In your DMS you target
customers with between
40,000 and 60,000 miles
on their vehicles. Your
multi-channel approach
includes emails, texts and
postcards. Now you can
add Facebook and Instagram to those channels.
Your targeted audience
will see the same offer in
their news feed.
This multi-channel
approach significantly
increases both reach and
frequency.

service appointments and
sales.
Attribution reports make
it easy to measure how
successful a particular
video, offer or ad was. In
the same way, you can
measure revenue generated from a single email
campaign, you can now
measure revenue generated from a Facebook or
Instagram campaign.
I always recommend
using both Facebook and
Instagram because it's
more cost-effective and
you get greater reach

FACEBOOK AND INSTAGRAM ARE
DEFINITELY 'PAY-TO-PLAY' PLATFORMS,
BUT AT LEAST NOW THEY CAN
PLAY NICELY WITH YOUR EXISTING
MARKETING STRATEGY.
RETHINK
ATTRIBUTION

One of the biggest
frustrations that marketers
have had with social media is the lack of attribution. Your dealership page
may have thousands of
fans, but how many of
them have scheduled a
service appointment?
The ability to tie a customer name in your CRM
to a social media profile
allows you to track all of
their activity, including
views, clicks, website conversions, lead generation,
appointments, store visits,

than running a standard
campaign on either platform alone. Also, in recent
years many Facebook
and Twitter users have defected to Instagram, so in
effect, Facebook is capturing its own defectors.
Data analytics is
transforming the way we
approach marketing on
Facebook and Instagram.
As exciting as these
developments are, I don't
recommend abandoning your current social
strategy. Organic content
still has value, but the

reach of these postings
has dropped dramatically.
Facebook and Instagram
are definitely "pay to play"
platforms, but at least now
they can play nicely with
your existing marketing
strategy.
SCOT EISENFELDER
is Executive Chairman of
Affinitiv (www.affintiv.com), a
leading provider of marketing
and technology services to
automotive manufacturers
and dealerships. A 25+
automotive market veteran,
Scot has driven innovation
across multiple auto sectors
and brings extensive
experience and senior
leadership across auto
retail, dealer solutions and
consulting. Scot served as
SVP Strategy at AutoNation
and before that CMO. He
was responsible for realigning
the marketing spend as well
as major change initiatives in
eCommerce, pricing, IT and
creating a blueprint for auto
retail transformation. Before
that, Scot led JM Family's
dealer software business
and was SVP, Product
Management, Strategy and
Marketing at Reynolds and
Reynolds. Scot is also a
board member of Quorum,
a public dealer software
company and has an MBA
from Wharton School,
graduating with distinction
and a Palmer Scholar.
He attended Mannheim
University in Germany as
a Fulbright Scholar and
graduated summa cum laude
in Economics from Princeton.
EMAIL: seisenfelder@
affinitiv.com.

D I G I TA L D E A L E R . C O M

DECEMBER 2017

35
http://www.affintiv.com http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - December 2017
