{"id":109,"date":"2020-12-12T03:36:00","date_gmt":"2020-12-12T03:36:00","guid":{"rendered":"https:\/\/tagrail.com\/blog\/?p=109"},"modified":"2020-12-23T07:18:22","modified_gmt":"2020-12-23T07:18:22","slug":"refocus-your-dealership-marketing","status":"publish","type":"post","link":"https:\/\/tagrail.com\/blog\/2020\/12\/12\/refocus-your-dealership-marketing\/","title":{"rendered":"Refocus Your Dealership Marketing"},"content":{"rendered":"\n

This article was original posted here<\/a><\/p>\n\n\n\n

If you have been following the buzz words in automotive retail, chances are that you\u2019ve heard about the importance of digital retailing. If not, don\u2019t fear. Read on as we break it down for you. <\/p>\n\n\n\n

Digital retailing, while it may go\nby different themes, is essentially allowing a customer to start the car-buying\njourney online at the dealership website. <\/p>\n\n\n\n

Traditionally the car-buying\nprocess followed a nonlinear approach, starting with the customer doing a lot\nof research, back and forth between a variety of brands, visits to multiple\ndealerships, multiple rounds of negotiation and finally grinding to a deal.\nGone are the days where dealerships were in control of the car purchase\nprocess. Today, dealerships need to be able to capture the attention of\nconsumers who visit them online or instore and layout a linear purchase path.<\/p>\n\n\n\n

The job of dealership marketing department is to bring leads into the CRM. Then it becomes the job of sales team to convert those leads into customers. More leads should yield more sales. Sounds simple, right? In theory, yes. In practice, not so much. <\/p>\n\n\n\n

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Lead conversion is an exact\nscience and only the perfect mix of ingredients will get it right. It is all\nwell and good investing thousands in digital marketing each month and\ngenerating website traffic, but unless that traffic is converting to a prospect,\na lead or a sale, what\u2019s the point? <\/p>\n\n\n\n

Digital retailing makes it easy\nfor the customer to start the journey and explore different buying options at\ntheir comfort without anyone looking over their shoulders or pressurizing them\nto make an instant decision. It is a very effective way of ensuring your\nwebsite traffic converts into \u201csuper leads.\u201d Super leads have rich contextual information\non the customer\u2019s thinking, such as the monthly payment they may be looking\nfor, the maximum amount they can put down, the trade-in options they have, the\nF&I upsells they may be interested in. Even if the customer abandons in\nbetween, the breadcrumbs that are leftover are a marketer\u2019s dream. They will be\nable to send targeted and personalized campaigns to each lead at scale.<\/p>\n\n\n\n

Dealership marketers should be\nable to constantly capture the consumer\u2019s attention with content, ads and offers,\nand digital retailing can help layout a purchase path along which to guide shoppers.\nIt is time to reimagine click-to-action events; they need to be transformed\ninto click-to-transact events. For example, a Facebook or craigslist ad that currently\nhas the \u201cCall Us\u201d or \u201cEmail Us\u201d actions, and digital retailing can convert\nthose actions into a \u201cBuy From Us\u201d with minimal changes.<\/p>\n\n\n\n

Linear Sales Funnel vs Non-Linear Sales Funnel<\/h1>\n\n\n\n

In a traditional sales funnel, the\nexpectation is that the customer moves from awareness to purchase in a linear\nprocess. The awareness process may start in third-party sites like Autotrader,\nCarGurus, TrueCar, Cars.com etc. Typical conversion of these leads falls\nbetween 5% and 8% and the dealerships may spend upwards of $10,000 to these\nvendors. It is not uncommon to find that dealerships are spending around $500\nper lead. The CTAs on dealers\u2019 website like \u201cGet E-Price,\u201d \u201cTrade-in\u201d and \u201cTest\nDrive\u201d also yield leads that are at the top of the funnel.<\/p>\n\n\n\n

In a nonlinear sales funnel, the\npremise is that the customer controls the journey without being sold to or\ntouched by a salesperson at the start of the journey. A dominant CTA in the web\npage leads the customer to start the decision-making process. In a step-by-step approach, the customer can unlock\nthe best pricing, get trade-in price, see the monthly payment options for\nretail\/lease with different cash down options, customize the vehicle with\naccessories and add protection programs that are best suited for their needs.\nAll these can be done without even speaking to a salesperson.<\/p>\n\n\n\n

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If the lead drops off in the\nfunnel, the digital retailing platform can engage a marketing automation\nfunction. The rich set of events captured in each of the customer steps may\nautomatically invoke rules within the automation tool. For example, if the\ncustomer added a trade-in and that is in short supply in dealership inventory,\nan automatic email can be sent on behalf of the used car manager to request the\ncustomer to bring in for trade appraisal. The digital retailing platform can\nalso integrate with dealership\u2019s Google Tag Manager and the same dashboard can\nbe reused for event tracking.<\/p>\n\n\n\n

Marketing is a nonstop activity;\nit is all about experimentation and learning from the customer behavior and\nadjusting the marketing message to resonate with the website visitors. Enabling\na seamless digital experience for shoppers will help your marketing team to convert\nleads into customers and brand loyalists for life.<\/p>\n","protected":false},"excerpt":{"rendered":"

This article was original posted here If you have been following the buzz words in automotive retail, chances are that you\u2019ve heard about the importance […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"_links":{"self":[{"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/posts\/109"}],"collection":[{"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/comments?post=109"}],"version-history":[{"count":2,"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/posts\/109\/revisions"}],"predecessor-version":[{"id":175,"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/posts\/109\/revisions\/175"}],"wp:attachment":[{"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/media?parent=109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/categories?post=109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tagrail.com\/blog\/wp-json\/wp\/v2\/tags?post=109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}