Digital Dealer - April 2019 - 34

Road Trip to DD26 | April 9-11, 2019 | Orlando

DD26

M A R K E T I N G & A DVERT ISING: SEO/SEM , PPC , Soci al Medi a

Embracing the
Essential Digital
Media Mix
Did you know that
almost a third of all
digital spend is wasted on
ineffective channels and
strategies? In an industry
fought with cut-throat
competition, your digital
marketing strategy becomes
your strongest tool in
generating results.

DIGITAL MARKETING
TRENDS

When looking at time
spent on different media,
there has been a clear
divergence in the last few
years. As you can imagine,
people now spend less
time-consuming media on
TV, radio, and print while
spending more online. In
fact, the "break-even" point
happened way back in
2012 - going forward, digital

34

APRIL 2019

supplanted TV as the #1
media channel in the U.S.
Looking at 2018, an average
American spends six hours
per day consuming media
on either their cell phone
or computer. Compared to
now less than four hours
watching TV.
Look at it this way, as you
head into bed in the evening, think about how many
hours that day you spent
watching TV, listening to the
radio station, and reading
magazines. Now think about
the amount of time you
spent on your computer or
cell phone.

Why is this important?
It's important because your
advertising should be where
your consumers are. Yes,
you can say "I know it's
2019 - we all spend time on
our phones and computers,
what's your point?" Well,
my point is this: while digital
is now by far the most consumed media, advertisers in
the U.S. are only spending
25% of their spend on digital. 39% is spent on TV, 9%
on radio, 10% on newspapers and 9% on magazines.
Now, let's talk purely
digital. A consumer that's
in-market for a car con-

PPC CAN BE SEEN
AS THE YING TO THE
SEO YANG."

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

FEATURED SPEAKER
By Alex Melen
Founder,
SmartSites

sumes even more digital
media than the typical consumer with 75% of their time
spent online (source: Polk).
At the same time, dealership media budgets are
allocated only 34% towards
digital. This creates a huge
arbitrage opportunity where
you can still get a tremendous bang for your buck
from digital media. In fact,
a recent study mapping out
the consumer touch points
showed that digital influences 80% of the touch points
in the process - so the arbitrate opportunity might be
even greater than the media
spend figures show.
DIGITAL MEDIA'S
PRIMARY PILLARS

Digital media is a very
broad term that can encompass a lot of things. However, the primary pillars can be
identified as:
1: Search Engine
Optimization (SEO)
2: Pay Per Click
Advertising (PPC)
3: Social Media
Management (SMM)
SEO is a very powerful
tool that gets you long-term
exposure and visibility in
organic search results (i.e.
you don't pay per click for
them). However, it's a longterm strategy and requires
building content, links, and
fixing website issues over
months and years. The ROI
isn't instant, but the results
are long-lasting. In most
cases, even if you stop
SEO, your content will keep
appearing in Google for
years and decades to come.
In fact, the only thing that
would cause them to stop
showing up is if you violate
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Digital Dealer - April 2019

Table of Contents for the Digital Edition of Digital Dealer - April 2019
