Digital Dealer - December 2019 - 31

allow consumers to shop
based on their needs
and their budget, their
way. Shortsighted is the
impersonal website that
accentuates unfriendly and
old-school sales tactics
along with a belief that the
primary role of the dealer
website is purely inventory
listings.
Did you know that 62
percent of millennials see
the dealer website as a
primary source for auto
shopping? Even though
we have all been conditioned to believe that the
heavy lifting from a research standpoint is done
on T1 sites or research
sites, a positive retail
auto website experience
could mean the difference in choice of brand,
model, and/or dealership.
Transparency is crucial in
arming the shopper with
the information needed to
make an informed buying
decision.
I believe that the retail
shopping experience
needs to be comprehensive, inclusive, and as
connected as possible.
If we are successful in
attracting just one of the
two million people in the
country who will buy a new
car in the next two months
to the dealer website, we
must do all we can to engage them and keep their
interest.
WHERE'S THE VIDEO?

When 80 percent of all
internet consumption is
video, it is fair to presume people love video
and want more of it. New
car buyers are hungry

for more video content
because they would rather
watch than read. With
video, you can create an
emotional connection and
desire that you simply
can't do with words. Look
at dealer websites today.
Where is the video content? Where is the dealer's
"about us" video? Where
is the video promoting
service? Where is the
video highlighting different
models or specific VINs?
The answer is (in most
cases), it's not there. It's
almost 2020, and most
dealer websites have little
to no consistent video
experience.

video showcase.
I said if video is that important to auto shoppers,
why wouldn't you want it
on the dealer's site? I also
said that with an OEM
spending over a billion
dollars on a new-car platform, do you really want
seven different website
companies providing seven
different representations of
the same model across the
customer experience? The
answer was, "We believe
in video, but we would
never fund it." What?
MOST DEALER
WEBSITE TRAFFIC IS
LOST AND UNMANAGED

The purpose of a cam-

DID YOU KNOW
THAT 62 PERCENT OF
MILLENNIALS SEE THE
DEALER WEBSITE AS A
PRIMARY SOURCE FOR
AUTO SHOPPING?"
THE NEED FOR
A CONSISTENT
PRESENTATION
FOR ALL MODELS

I recently tried to
convince an automotive
website client on the
need to create a consistent video presentation
for each brand model on
the dealer's website. I
suggested they include a
model video overview of
each model and additional
video content by model for
safety, performance, and
technology. I suggested
that they integrate this
model content throughout the site and within an
easy-to-navigate full lineup

paign from a digital ad
partner is to drive traffic
to the dealer's website or
directly to the showroom.
If someone is ready to
buy now and interested in
a specific VIN, then take
them there as soon as possible. Give them a great
price and reason to buy
from you, and you'll quickly
close the deal.
However, most people
who visit the dealer's
"midway experience" are
not ready to buy. Unless a
consumer hits an inventory
page and gets a retargeted
display ad, chances are
that over 90 percent of the
traffic to the dealer website

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

is lost and unmanaged.
I believe there is a better,
faster, and more personalized solution. Rather than
dropping a prospect on the
homepage, why not take
them to a customer-centric microsite (site within
the site) where they can
shop at their own pace,
hassle-free? Allow them to
navigate their experience
- the way they want. And
provide all the key components of information to
guide the shopper to make
a buying decision.
The components within
this experience include
questions and tools to
make the experience relevant and useful, such as
time frame to buy, targeted
monthly payment, tradein value, build and price
competitive comparisons,
current offers, and incentives, robust video content
on all models, a "why buy"
overview about the dealer,
and an opportunity to save
their activity on a mobile
wallet for easy retrieval
and offer updates.
This complete personalized shopping experience
is entirely data-driven
and customer curated.
It fills the void of today's
websites by providing an
experience that seamlessly moves a prospect to a
buyer. It is not meant to
replace the dealer website
but to complement it with a
consistent and integrated
platform fueled by accurate
data, video content, and
dealer customization.
THE ULTIMATE
DATA-DRIVEN
Continued on pg. 32

DECEMEBER 2019

31


http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

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

Digital Dealer - December 2019
Online Extras
Four Keys to Build a Better YOU
9 Areas That Build Value in Your Dealership
From Speculating to Selling: Overcoming Sales Challenges with Technology
For Sustainable Profit – Build a Purchasing Department
Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Get a Jump on Making It a Great New Year
Job Management Makes or Breaks Your Bank
Interview with Derek DeBoer of TC Chevy
Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
It’s Time to Move Beyond the Chaotic Dealer Website Experience
The Power of Used Car Marketing
9 Benefits of Doing a Year-End Social Media Audit
Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
A Case for an Efficient 2020 Dealership Advertising Budget
4 Critical Components of Effective Sales Training
Five Tips to Improve the Sales to Service Handoff
Seasons of Opportunities
Digital Dealer - December 2019 - Digital Dealer - December 2019
Digital Dealer - December 2019 - Cover2
Digital Dealer - December 2019 - 1
Digital Dealer - December 2019 - Online Extras
Digital Dealer - December 2019 - 3
Digital Dealer - December 2019 - Four Keys to Build a Better YOU
Digital Dealer - December 2019 - 5
Digital Dealer - December 2019 - 9 Areas That Build Value in Your Dealership
Digital Dealer - December 2019 - 7
Digital Dealer - December 2019 - 8
Digital Dealer - December 2019 - 9
Digital Dealer - December 2019 - From Speculating to Selling: Overcoming Sales Challenges with Technology
Digital Dealer - December 2019 - 11
Digital Dealer - December 2019 - For Sustainable Profit – Build a Purchasing Department
Digital Dealer - December 2019 - 13
Digital Dealer - December 2019 - Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Digital Dealer - December 2019 - 15
Digital Dealer - December 2019 - Get a Jump on Making It a Great New Year
Digital Dealer - December 2019 - 17
Digital Dealer - December 2019 - Job Management Makes or Breaks Your Bank
Digital Dealer - December 2019 - 19
Digital Dealer - December 2019 - Interview with Derek DeBoer of TC Chevy
Digital Dealer - December 2019 - 21
Digital Dealer - December 2019 - 22
Digital Dealer - December 2019 - 23
Digital Dealer - December 2019 - 24
Digital Dealer - December 2019 - 25
Digital Dealer - December 2019 - 26
Digital Dealer - December 2019 - 27
Digital Dealer - December 2019 - Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
Digital Dealer - December 2019 - 29
Digital Dealer - December 2019 - It’s Time to Move Beyond the Chaotic Dealer Website Experience
Digital Dealer - December 2019 - 31
Digital Dealer - December 2019 - 32
Digital Dealer - December 2019 - 33
Digital Dealer - December 2019 - The Power of Used Car Marketing
Digital Dealer - December 2019 - 35
Digital Dealer - December 2019 - 9 Benefits of Doing a Year-End Social Media Audit
Digital Dealer - December 2019 - 37
Digital Dealer - December 2019 - Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
Digital Dealer - December 2019 - 39
Digital Dealer - December 2019 - 40
Digital Dealer - December 2019 - 41
Digital Dealer - December 2019 - A Case for an Efficient 2020 Dealership Advertising Budget
Digital Dealer - December 2019 - 4 Critical Components of Effective Sales Training
Digital Dealer - December 2019 - 44
Digital Dealer - December 2019 - Five Tips to Improve the Sales to Service Handoff
Digital Dealer - December 2019 - 46
Digital Dealer - December 2019 - Seasons of Opportunities
Digital Dealer - December 2019 - 48
Digital Dealer - December 2019 - Cover3
Digital Dealer - December 2019 - Cover4
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