Digital Dealer - August 2019 - 16

Road Trip to DD27 | AUG 19-21, 2019 | Las Vegas

DD27

D E A L E R O PS & M A NAGEM ENT: Dig ita l In te g r at i on

Level Up: Drive a
Better Clicks-toBricks Connection
The groundwork is
underway for the
industry's digital future, and
progressive dealers are
prioritizing in-dealership
experiences based on their
customers' online behaviors.
The year 2017 marked a
milestone in acquisition marketing when the internet's
share of annual dealer
advertising budgets rose
62.5% from the prior year,
topping all other channels
combined for the first time in
the industry's history,
according to data from

16

AUGUST 2019

NADA.
Unfortunately, with the
current state of online
automotive shopping,
dealers still drop the ball
when transitioning online
shoppers into actual buyers.

However, it's not because
they aren't trying. Dealers
invest hundreds of thousands of dollars on advertising- internet advertising
accounting for $316,730, or
56.3%, of the $562,575 they

THE BEST-LAID
PROCESSES, HOWEVER,
FALL ON THEIR FACE
WHEN, AGAIN, IT COMES
TO TRANSITIONING
ONLINE BUYERS TO THE
PHYSICAL WORLD."

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

FEATURED SPEAKER
By Cavan Robinson
Director of Product Marketing,
DealerSocket

spent on advertising last
year- digital retailing, in
their business development
centers, store processes,
and more to cultivate an
amazing digital experience.
The best-laid processes,
however, fall on their face
when, again, it comes to
transitioning online buyers
to the physical world.
So, how do dealers
leverage their internal tools
to connect the online with
the offline? Undoubtedly,
digital within the dealership
has become robust, but the
challenges ahead extend
beyond the mishandling
of information generated
during the buyer's online
process. What's needed
to close the loop between
online research and offline
transactions are solutions
that help tell the customer's story before he or she
speaks with a salesperson.
STORY SELLING

There are dozens of
software developers offering
hundreds of marketing integrations that enable dealers
to better track and understand the digital actions of
shoppers. That's how we
know there are more than
24 touchpoints (19 of which
are digital) standing in
between a car buyer's initial
shopping phase and a visit
to a dealership.
We also know that
consumers are much more
informed, thanks, in part, to
dealers' use of content marketing - particularly content
focused on vehicle comparisons, social media engagement, and inventory-driven
advertising to acquire customers. Even competitive


http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

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

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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