Digital Dealer - March 2019 - 16
Road Trip to DD26 | April 9-11, 2019 | Orlando
DD26
M A R K E T I N G & A DVERT ISING: Da ta & An a lyti cs
How to Drive
Growth Through
Digital Marketing
Technology is changing
the car-buying experience. Consumers are no
longer taking a linear path
to purchase. Today's
consumer journey just isn't
that simple. Our research
shows that there can be up
to 120 online touchpoints
with a single shopper before
they enter the showroom
floor.(1)
This complexity means
that you - the dealer - must
think beyond the traditional
path to purchase and create
a holistic view of the customer in order to help him or
her in their journey.
The following are three
steps automotive marketing
16
MARCH 2019
leaders should take in order
to build this holistic view and
cohesive strategy.
CONNECT YOUR DATA
The first step to creating a holistic view of the
customer is to partner with
your OEM counterparts in
order to connect your data.
Customers don't distinguish
between tiers so when their
previous interactions with
your brand - even if it's not
with your dealership - go
unnoticed, they become
frustrated. And a poor experience at any point in the
customer journey is a poor
experience for your overall
brand - dealer included.
...THINK BEYOND THE
TRADITIONAL PATH TO
PURCHASE AND CREATE
A HOLISTIC VIEW OF THE
CUSTOMER IN ORDER
TO HELP HIM OR HER IN
THEIR JOURNEY."
D I G I TA L D E A L E R . C O M
PRESENTING COMPANY
By Kyle Keogh
Automotive Industry Director,
Google
FCA corporate recognized the need to align its
data across tiers in order to
deliver a seamless and helpful customer experience. It
started by partnering with
2,600 of its dealers who are
part of its co-op program.
In this partnership, they
built a foundation to bring
all of their customer data
onto a single platform called
Google Analytics 360. Doing
this not only gave FCA and
its dealers the opportunity
to better understand and
respond to customer needs,
but also enabled FCA
corporate to eventually tie
its brand marketing back to
dealership visits. We see
that on average, marketing
leaders are 1.6X more likely
than laggards to prioritize
integrating technology.(2)
ACTIVATE YOUR DATA
The second step is to
activate your data. There's
more to reaching the right
customer than looking at
basic demographics. For
instance, if you're promoting a new line of mid-size
SUVs, traditionally your marketing team would advertise
towards a consumer age
group or household income.
Today, we can do much
better.
Now, you can overlay
search data to find buyers
signaling purchase intent.
For example, if a user
searches for "SUVs under
$40K" on Google.com
then goes to watch a video
review on YouTube, Google
will place that user in an
"in-market SUV shopper"
category. You can then
reach that same user with a
video spot on YouTube. By
http://www.Google.com
http://www.DIGITALDEALER.COM
Digital Dealer - March 2019
Table of Contents for the Digital Edition of Digital Dealer - March 2019
Digital Dealer - March 2019
Contents
A Message from the Show Director
Ask the Experts
DD26 Pre-Show Highlights
Interview with Ferman Chevrolet Mazda
How to Drive Growth Through Digital Marketing
Under the Hood with Automotive Inventory Ads for Prospecting
Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Media Report: Who Why What When Where!
Boost Website Rankings
Building a Powerful Brand is Everyone’s Job
Where Are the Cost Savings?
Tales from the Front-Line of Auto Retail Buy/Sells
Is Your Comfort Inhibiting Your Team's Growth?
Automotive and the Amazonifcation of Everything
The Reports of My Death Have Been Greatly Exaggerated
What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
What Is Your F&I Team Obsessed About?
Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - CT1
Digital Dealer - March 2019 - CT2
Digital Dealer - March 2019 - Digital Dealer - March 2019
Digital Dealer - March 2019 - Cover2
Digital Dealer - March 2019 - 1
Digital Dealer - March 2019 - Contents
Digital Dealer - March 2019 - 3
Digital Dealer - March 2019 - 4
Digital Dealer - March 2019 - A Message from the Show Director
Digital Dealer - March 2019 - Ask the Experts
Digital Dealer - March 2019 - 7
Digital Dealer - March 2019 - DD26 Pre-Show Highlights
Digital Dealer - March 2019 - 9
Digital Dealer - March 2019 - Interview with Ferman Chevrolet Mazda
Digital Dealer - March 2019 - 11
Digital Dealer - March 2019 - 12
Digital Dealer - March 2019 - 13
Digital Dealer - March 2019 - 14
Digital Dealer - March 2019 - 15
Digital Dealer - March 2019 - How to Drive Growth Through Digital Marketing
Digital Dealer - March 2019 - 17
Digital Dealer - March 2019 - Under the Hood with Automotive Inventory Ads for Prospecting
Digital Dealer - March 2019 - 19
Digital Dealer - March 2019 - Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Digital Dealer - March 2019 - 21
Digital Dealer - March 2019 - Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Digital Dealer - March 2019 - 23
Digital Dealer - March 2019 - Media Report: Who Why What When Where!
Digital Dealer - March 2019 - 25
Digital Dealer - March 2019 - Boost Website Rankings
Digital Dealer - March 2019 - 27
Digital Dealer - March 2019 - Building a Powerful Brand is Everyone’s Job
Digital Dealer - March 2019 - 29
Digital Dealer - March 2019 - Where Are the Cost Savings?
Digital Dealer - March 2019 - 31
Digital Dealer - March 2019 - 32
Digital Dealer - March 2019 - 33
Digital Dealer - March 2019 - Tales from the Front-Line of Auto Retail Buy/Sells
Digital Dealer - March 2019 - 35
Digital Dealer - March 2019 - Is Your Comfort Inhibiting Your Team's Growth?
Digital Dealer - March 2019 - 37
Digital Dealer - March 2019 - Automotive and the Amazonifcation of Everything
Digital Dealer - March 2019 - 39
Digital Dealer - March 2019 - The Reports of My Death Have Been Greatly Exaggerated
Digital Dealer - March 2019 - 41
Digital Dealer - March 2019 - What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
Digital Dealer - March 2019 - 43
Digital Dealer - March 2019 - What Is Your F&I Team Obsessed About?
Digital Dealer - March 2019 - 45
Digital Dealer - March 2019 - Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - 47
Digital Dealer - March 2019 - 48
Digital Dealer - March 2019 - Cover3
Digital Dealer - March 2019 - Cover4
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https://www.nxtbook.com/nxtbooks/digitaldealer/201811
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https://www.nxtbook.com/nxtbooks/digitaldealer/201712
https://www.nxtbook.com/nxtbooks/digitaldealer/201711
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https://www.nxtbook.com/nxtbooks/digitaldealer/201709
https://www.nxtbook.com/nxtbooks/digitaldealer/201708
https://www.nxtbookmedia.com