User Experience, by definition, addresses all aspects of an experience within automotive shopping, purchasing and owning of a vehicle from the customer's perspective. From interacting with an ad, to interacting with a website and to parking their new vehicle in their driveway, user experience guides the interaction of the customer throughout mobile apps and…
ContinueAdded by Steve Southin on June 19, 2020 at 8:52am — No Comments
Having trouble understanding how your dealer's digital campaigns are performing? If so, you're not alone. This is a common challenge for dealers and advertisers in general.
To help you out, I compiled a list of key performance indicators (KPIs) that are MOST HELPFUL for dealers so they can effectively evaluate the performance of their dealer’s…
ContinueAdded by Joe Friedrichsen on April 22, 2020 at 10:30am — No Comments
Google Analytics is a beast. Within it, you can access all the data about your website that you could ever need. Unfortunately, since it is so jam-packed with great data, it can be hard to even know where to begin. I consistently meet with car dealers who aren't sure what reports they should be looking at and what data they should be gleaned from those…
ContinueAdded by Tim Duke on December 16, 2019 at 10:19pm — No Comments
When we think of using customer data, it’s often in the context of marketing. I’ve written previously on how…
ContinueAdded by Courtney Evans on September 13, 2019 at 10:30am — No Comments
There are a huge number of travelers on domestic flights each year. Southwest Airlines, not unlike others, offers these passengers paid wi-fi, but, more importantly, in-flight entertainment. The standard of that entertainment has changed immensely over the years. In the not too distant past, flight attendants collected discarded newspapers and magazines and…
ContinueAdded by Timmy D. James on September 5, 2019 at 10:08am — No Comments
Lakeland, FL, September 3, 2019 - fusionZONE Automotive, LLC today announced the appointment of Adam Swanson as OEM Director. Swanson is a successful consulting executive with over ten years of experience at leading teams in enterprise-level automotive consulting strategy. He is also a specialist in…
ContinueAdded by Ed Barton on September 3, 2019 at 10:05am — No Comments
If you ask a dealership GM or controller “What’s your marketing per vehicle retail (PVR)?” not only will you get a precise answer, but likely a dissertation on the drivers, trends and plans to optimize. That’s because auto retailers understand that marketing efficiency and effectiveness is the lifeblood of their new and used vehicle…
ContinueAdded by Scot Eisenfelder on August 23, 2019 at 10:24am — No Comments
Click-to-call campaigns are everywhere. Your dealership is likely running several now. As such, you’re familiar with Google reports that show your click-to-call rate and cost-per-click. You likely base some of your future ad spend on these metrics. But what if I told you this is flawed data that doesn’t accurately reflect what makes your phones…
ContinueAdded by Steven Laureys on August 14, 2019 at 10:14am — No Comments
For such a small word, the word ‘data’ packs a pretty big punch. Some marketers get overwhelmed when they hear it because they believe it’s complicated. Others give it a bad rap without really understanding the benefits.
Yet it’s difficult to deny the advantages of data-driven marketing:
Added by Courtney Evans on August 9, 2019 at 10:15am — No Comments
The hottest thing in social media marketing right now is influencer marketing. Businesses continually leverage celebrities to gain exposure and attention. Think about all the dealerships that hire famous athletes, or a YouTube celebrity, to help draw a crowd to their dealership. Sure, it works. That’s why businesses do it. But do they always attract the right…
ContinueAdded by Paul Moran on July 30, 2019 at 10:07am — No Comments
Rising interest rates and stagnant incentives point to a slowing new vehicle market through the end of the year. NADA predicts new vehicle sales will decline at least one percent, and probably more. Used car sales are picking up. But not at a velocity to make up for the loss of new vehicle sales. What should a dealer do? Some may need to lean on the parts and…
ContinueAdded by Steven Laureys on July 16, 2019 at 10:13am — No Comments
Most marketers think of third-party data as something to be used in conquest marketing. While it's true that we must rely on 3rd-party data to acquire new customers, it's important not to overlook the value of this data in marketing to your current customers.
Most companies use only 12 percent of the data they have on hand, which means 88…
ContinueAdded by Courtney Evans on June 21, 2019 at 10:16am — No Comments
Most people think about marketing as a way to generate immediate ROI. For every email campaign sent out, we measure its success with metrics like open rates, click-through rates (CTRs), number of sales or ROs, or even dollars generated.
While it's important to expect accountability from your marketing partner, sometimes it's easy to get lost…
ContinueAdded by Courtney Evans on June 7, 2019 at 9:44am — No Comments
Price is often a major factor in the purchase of any service or product. But it’s important to separate perceived price and received value. For example, $5 for a bottle of water might seem expensive, but that’s a deal if you’re walking through a desert. And there’s nothing blatantly wrong with paying more for quality (or perceived quality)––just look at…
ContinueAdded by Stephen Coambes on May 30, 2019 at 9:59am — No Comments
One of the biggest challenges for dealers today is knowing which marketing channels deliver the best reach, frequency and ROI. For marketers everywhere, it can be difficult to reach an intended audience, and when they do, many times the audience isn't paying attention.
Take television, for example. Many dealerships still create and air…
ContinueAdded by Courtney Evans on May 3, 2019 at 10:28am — No Comments
Every day, dealers are faced with multiple decisions about various facets of their business. Among them: constantly trying to decide if they should invest in buying leads to conquest more consumers or if they should spend more to retain existing customers. At the same time, they often lack the information required to choose the best course of action. In fact,…
ContinueAdded by Doug Van Sach on April 10, 2019 at 8:54pm — No Comments
Annual announcements are nothing new for Google. If nothing else, Google rolls out new marketing elements, metrics and key performance indicators on a daily basis. If any company knows change, it’s Google. The Google algorithm changes approximately 500 to 600 times a year.
As SEO and SEM experts know, you have to test your assumptions when…
ContinueAdded by Jim Flint on March 22, 2019 at 10:12am — No Comments
One of the biggest benefits of an omnichannel marketing strategy is the ability to deliver the right message to the right person at the right time. In this blog, I'm going to focus on the "right person" part of this equation.
If your goal is retention marketing and building customer loyalty, of course it's always best to market to the…
ContinueAdded by Scot Eisenfelder on March 15, 2019 at 10:41am — No Comments
In today’s digital world, if you want your audience to hear your message, it’s crucial to stand out among the flood of marketing communications hitting them at every turn. But all too often, marketers use a “one size fits all” mentality, sending messages on a standard interval without taking into account each customer’s unique purchase patterns. The result?…
ContinueAdded by Jeff Giere on March 8, 2019 at 10:06am — No Comments
Dealerships are always struggling with the decision on whether they need a BDC or not. Some try and succeed, but others try and fail. Why does this happen? How is one dealership’s BDC succeeding when other BDCs are failing and returning to status quo after a significant investment? The following are four reasons BDCs fail and solutions for making your BDC a…
ContinueAdded by Todd Smith on February 26, 2019 at 10:38am — No Comments
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