By: Amy Peck, Director of Managed Marketing Services
Algorithm changes from Google, higher shopper expectations from consumers, multiple marketing channels to optimize, keeping up with rotating OEM incentives … the list goes on. To remain competitive, dealers need a game plan for success.
Do any of them keep dealers awake at night?
These tend to weigh on automotive dealers, and they’re not alone. For those dealerships, it may be time to to reconsider a Marketing Services Partner. An ideal partner will work directly with each dealership to consult on campaign development and report achievement through specific metrics.
If these tend to weigh on you, you’re not alone. Still, you may need to reconsider your Marketing Services Partner.
Below are four tactics every Marketing Services Partner should be managing for their dealers:
- Coherent Strategy
- Consumer Personalization
- Consistent Messaging
- Consolidated Results
Working with the dealership, a Marketing Services Partner should serve as a SME (subject matter expert) who understands the business, goals, and most importantly – understands how to help dealerships achieve those objectives.
Not only do consumers appreciate personalization, they expect it. We don’t live in a one-size-fits-all world, and we must adjust our communications away from “one audience of many” and toward “many audiences of one.”
This plays hand in hand with consumer experience. Your dealership must have consistent messaging across all marketing and advertising channels in order to be effective. It is a powerful thing when consumers enjoy a similar experience and receives similar messaging, regardless of where they go to look for it – whether it be Email, Facebook, Google, etc.
Rather than culling together multiple reports for various products and/or services, you need to be able to view consolidated results across all marketing and advertising channels.
At the end of the day, it’s all about the results! How many reports do dealers get today to understand how prior month campaigns worked? Rather than culling together multiple reports for various products and/or services, dealers need to be able to view consolidated results across all marketing and advertising channels. This “big picture” is a critical component to adjusting the strategy that will launch you into your next successful sales month.
With the ever-changing world of marketing and advertising, especially in digital, how is a dealership to keep up?
With respect to building coherent strategy, consumer personalization, consistent messaging, and consolidated results, one of the many highly-qualified marketing managers at Dominion Digital Marketing can be a dealer’s Most Valuable Partner (MVP). Contact us today to get started!