Ally Next Practices - A8
DEALER VISIONARIES
REV UP DIGITAL EFFORTS
UNDERSTANDING SEARCH AND SOCIAL MEDIA IS VITAL TO YOUR DIGITAL STRATEGY
TO UNDERSTAND THE ROLE DIGITAL MARKETING CAN PLAY
for a dealership, just follow today's typical process for buying
a car.
An increasing number of shoppers use their smartphones
for research, and many start by searching for information
about a vehicle, an automaker or a dealership.
"We always tell dealers that search is
the tip of the spear," says Greg Gifford, vice
president of search for DealerOn, a provider
of dealership websites and interactive
marketing services. "If you want to sell cars,
you have to be in Google, because every
purchase starts with a search."
Greg Gifford
Being "in search" can mean several
things. A dealer can buy keywords so it appears near the
top in customer search results or even place paid ads. It's
especially great if a dealership appears in organic search
results - that is, the unpaid listings that appear because
of their relevance to the search terms. Customers click on
organic search results more than ads.
Gifford says that Google Analytics shows that dealers
usually get more leads from organic search results than from
all other sources combined. But whether organic or paid, he
says, "it's important that dealers are visible in Google."
After initial searches, a shopper might visit a third-party
website, a ratings and review site or a dealership website
to home in on a specific vehicle, to compare prices and to
figure out where to buy it. That means a dealership's digital
marketing must include keeping its online inventory fresh
and accurate and paying attention to customer reviews.
8 | ally | JUNE 2018
A large percentage of shoppers also use social media as
part of their initial research. "More than 25 percent of people
buying a car will consult friends and family on social channels,"
says Kyle Jackson, senior vice president and group director of
performance marketing for the agency Spark Foundry.
"That alone is a reason to not shy away from a social
media presence," Jackson says.
LIKE SEARCH, SOCIAL MEDIA HAS MULTIPLE USES.
Dealerships need a well-maintained social media presence:
Facebook pages, Instagram and Snapchat feeds and YouTube
channels. But when prospective buyers indicate they're in the
market for a car-when they ask for a dealership or vehicle
recommendation or when they visit a dealership website or
that of a competitor-a dealership can use that data to follow
up by serving an ad to the customer.
"Digital has made such huge strides in audience
targeting," Jackson says. "You can identify the signals that
someone is in the market and target someone at the right
time at the right moment with the right message. You can
remarket and send a consumer a photo of the vehicle he was
researching on your website.
"Media tech companies can even identify mobile
devices when they're in range of a dealership and send ads
to those people."
These steps are likely to occur on a phone or computer screen
before a shopper steps foot in an actual dealership. That alone
changes the way dealers need to think about marketing.
"It used to be that dealers had a pretty tried-and-true
marketing mix of maybe outdoor, newspapers, TV and
Table of Contents for the Digital Edition of Ally Next Practices
Contents
Ally Next Practices - Intro
Ally Next Practices - A1
Ally Next Practices - A2
Ally Next Practices - Contents
Ally Next Practices - A4
Ally Next Practices - A5
Ally Next Practices - A6
Ally Next Practices - A7
Ally Next Practices - A8
Ally Next Practices - A9
Ally Next Practices - A10
Ally Next Practices - A11
Ally Next Practices - A12
Ally Next Practices - A13
Ally Next Practices - A14
Ally Next Practices - A15
Ally Next Practices - A16
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