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Jul 22, 2020
Connected TV Advertising in Automotive
The post Connected TV Advertising in Automotive appeared first on Automotive Internet Media.
Read moreJul 7, 2020
How to Navigate Inventory Issues Caused by the COVID-19 Pandemic
The impact that coronavirus is having on businesses unfortunately comes as no surprise. Auto dealers are seeing the negative impact of this pandemic even though they are considered essential businesses. The current environment is especially affecting independent dealers. One issue that has arisen is a lack of vehicle inventory. Since many OEMs converted their manufacturing plants to produce ventilators, they are now trying to make up for lost time and dealers are asking how can I sell cars I don’t have? USA Today is reporting what many dealers are feeling, popular pickup trucks are getting hard to find. Big truck brands like Ford, Chevy, GMC and Ram dealers are the most seriously impacted. And with these models being typically higher priced inventory, it is hurting dealers’ bottom lines even more. So how can your dealership navigate through inventory issues caused by the COVID-19 pandemic? Try Out New Strategies One way your dealership can get past inventory issues is to strategically promote the inventory you do have. Focus on cars that have been on your lot for a long time. AIM’s CarClicks Inventory Marketing can connect auto shoppers to your oldest inventory to help increase turn. Another strategy is to pivot and get creative with your marketing of the models that you do have. Since pickup trucks are scarce right now, shift your advertising efforts to vehicles that are not. Try out eye-catching yet cost effective marketing. Promote smaller sized models to millennials using video promoted on connected devices. Having trouble driving sales to your dealership because of the pandemic? Today more than ever, it is especially important to have a strong online presence. When shoppers don’t want to come to the dealership themselves, you have to be able to get your vehicles in front of their eyes. Expanding your online retailing can help you win more customers, making it easier for auto shoppers to browse your inventory online. Setting up video appointments and dropping off the vehicle to their driveway are all steps in the right direction for conquering the negative impact of COVID-19 on your dealership’s business. Ready to combat COVID-19 related inventory issues? Talk to us at (312) 473-0024 today. The post How to Navigate Inventory Issues Caused by the COVID-19 Pandemic appeared first on Automotive Internet Media.
Read moreJun 30, 2020
Can CarClicks Be the Future of Dealership Advertising?
AIM’s Tony French argues for a new approach to allocating your marketing budget that ensures getting more visibility on your inventory and more auto shoppers on your website. The CarClicks Inventory Marketing platform had a smooth ride in 2019, its best year yet. For dealership owners and managers, getting the best marketing platforms and vendors has always been a challenge. Many elect to work with the big players; but find themselves dealing with tighter and tighter guidelines and restrictions. These companies often struggle to achieve results equal to smaller marketing companies with more at stake. Competing with the major companies historically meant it was us or them, but now dealers see that diversifying their monthly ad budget can produce better results. With the right visibility, they can determine the best performing campaigns themselves. Here’s why CarClicks should be included in every dealership marketing strategy: Paid traffic should (always) drive auto shoppers to vehicles: Before you launch any digital campaigns, you need to determine what goals you are trying to achieve. If you are paying for advertising to help you sell cars, when the shopper gets to your website, they need to shop your inventory. Track your results: When it comes to judging campaign performance, data and KPI’s beat your gut feeling every time. Regardless of the paid campaign, measuring the amount of inventory views, bounce rate, time on site and goal conversion is critical for all paid campaigns. Budget allocation & optimization based on results: On a monthly basis you should review the results of every campaign and decide how you want to move forward. If you discover one campaign is performing better than others, you should re-allocate budgets appropriately. Determine the cost per session for each campaign. If one campaign is driving higher quality traffic for less per session, you should increase that campaign’s budget taken from the poorer performing campaigns. Eliminate waste: The key to selecting the right media is to choose the sources that drive the highest quality traffic to your website. Paying to reach people that may not be in the market for a vehicle isn’t an effective spend. Allocate: A CarClicks campaign creates an integrated and cohesive approach to inventory marketing. We seamlessly promote your inventory to auto shoppers across multiple channels, while factoring in the different devices that auto shoppers are using to shop for your inventory. CarClicks Inventory Marketing Products will drive serious, highly engaged auto shoppers to your website while lowering your overall advertising costs. Changing landscape: With budgets under increasing pressure, dealerships must allocate every dollar with precision and purpose. Often, however, dealers and managers feel obligated to their OEM or by relationships with vendors. What dealerships need is an analytical, forward-looking approach that allocates marketing dollars to campaigns and products that have the highest performing results rather than those that are being pushed by the manufacturer. Differentiate your brand, dealership and most importantly, your inventory by allocating part of your budget to CarClicks Inventory Marketing. To learn more about how CarClicks can help your dealership, contact us at sales@aimyes.com. The post Can CarClicks Be the Future of Dealership Advertising? appeared first on Automotive Internet Media.
Read moreJun 23, 2020
How to Increase your Dealership’s Online Presence
Absolutely every dealership has some kind of Internet presence -they can be part of a large automotive group, single point location or independent used car lot – they all want the same thing: to reach the largest number of people while investing the smallest amount of money and getting the largest amount of sales possible. There’s a very efficient method for achieving all of this while getting all your potential customers to know your dealership and inventory: CarClicks Inventory Marketing. Unlike traditional advertising, CarClicks advertising is increasingly more accessible for every dealership and enables you to quickly, easily, efficiently and affordably reach serious, highly-engaged auto shoppers. That’s why CarClicks is gaining more ground among those dealerships that want to increase their online presence. Having a website is fundamental, having a presence on social networks is indispensable and having a marketing strategy is necessary. The reality is that CarClicks Inventory Marketing is also essential and is becoming a more habitual and necessary practice by some of the best automotive operators in the industry. What’s the biggest benefit to CarClicks Inventory Marketing? Imagine that you have an attractive dealership on one of the best streets in town, open 24 hours a day, 365 days a year. This is what happens when you invest in CarClicks: you automatically become visible to thousands of people who have been in the market for a vehicle but didn’t even know you existed! A CarClicks strategy creates an integrated and cohesive approach to inventory marketing. We seamlessly promote your inventory to auto shoppers across multiple channels, while factoring in the different devices that auto shoppers are using to shop for your inventory. It’s all about driving the auto shopper to your website! CarClicks is very important marketing tactic for both large and small dealerships alike, since with just a few bucks you’ll be able to get better visibility, which will certainly translate into an increase in website traffic and a boost in vehicle sales. CarClicks Inventory Marketing campaigns are designed and well executed. Our campaigns will dramatically increase brand awareness and drive more auto shoppers to your dealership website. Increase your dealership’s online presence by contacting us at Automotive Internet Media at: sales@aimyes.com The post How to Increase your Dealership’s Online Presence appeared first on Automotive Internet Media.
Read moreJun 3, 2020
The Smartest Ad Spend in Automotive
The post The Smartest Ad Spend in Automotive appeared first on Automotive Internet Media.
Read moreMay 25, 2020
Did Your Dealership Pause Your Ad Campaigns?
The post Did Your Dealership Pause Your Ad Campaigns? appeared first on Automotive Internet Media.
Read moreMay 13, 2020
Hotter Than Search
The post Hotter Than Search appeared first on Automotive Internet Media.
Read moreMay 13, 2020
CarClicks Comparative Case Study
The post CarClicks Comparative Case Study appeared first on Automotive Internet Media.
Read moreApr 20, 2020
A life well lived – RIP Tex Earnhardt
Over the years I’ve had the pleasure to meet and work for, in some capacity, a few legends in the automotive industry – Pat Ryan, Roger Penske and Tex Earnhardt are a few. It came to my attention that one of those legends, Tex Earnhardt has passed away over the weekend. I first met Tex Earnhardt in the early 90’s. I was a customer satisfaction consultant for Chrysler at the time. I was living in San Antonio working with local Chrysler dealerships when I was notified of a business trip my division was taking to tour Earnhardt Dodge. At the time Earnhardt Dodge was always competing with Lynn Hickey Dodge for the Number 1 Dodge dealership ranking in the world. The difference was that Earnhardt Dodge sold the volume, but also had great customer satisfaction scores. At the time, I remember being in “awe” of meeting Tex and the magnitude of his operation. The vast size of the dealership, the number of vehicles on the lot and of course the bin of stuffed Bulls was quite different than most dealerships at the time. If you purchased a vehicle you got a cute little stuffed Bull, hence their “No Bull” mantra. During our visit we learned that short phrase “No Bull”, truly encapsulates the entire position of the dealership’s point of difference from other stores. You see, Tex really cared about his customers and it showed through his people. Since meeting Tex over 25 years ago, his operations has become one of the most impressive auto groups in the country. I was fortunate to have met Hal Earnhardt Jr. again one last time in November. A life well lived. Rest in peace Tex. The post A life well lived – RIP Tex Earnhardt appeared first on Automotive Internet Media.
Read moreMar 17, 2020
Strategic Marketing Choices
Do you know that every dollar spent on advertising does not generate the same results? With so much uncertainty in the world today, dealerships need to make the best choices possible when managing their marketing budget. Making changes to your marketing plan can be a daunting thought but considering the amount of ambiguity over the next couple months, it’s important not to discard marketing that works while retaining the redundant marketing overlap. Data Driven Decisions Dealers have always had to build their dealership brand, advertise inventory and sales promotions and build customer loyalty. In today’s turbulent environment, dealers must play a critical new role, they must be strategists, allocating their budget to marketing resources that produce the strongest results. Rather than “going with your gut,” the better operators are embracing performance data when making budgetary decisions to improve efficiency and create opportunities. Dealers are used to making savvy business decisions. They understand dealership performance data at a gut level, because that’s what they do every day. They may not know exactly how Google Analytics works and may have never looked at that data, but almost all dealerships have it setup on their website. By putting in the work required to access and understand website metrics, every dealership can make better marketing decisions. There is mounting evidence pointing to a simple fact: data-driven dealerships perform better. The first step is to acknowledge the effectiveness of using data driven decisions in making marketing decisions. Making decisions using data is not new concept. Dealers have been using their financial statement to make decisions for years but leveraging marking data from tools like Google Analytics when making strategic marketing decisions and allocating marketing budgets is new for most dealers. Here are just a few of the many questions about your various marketing campaigns that you can answer using tools like Google Analytics: How many visitors did the campaign send to my website? How many vehicles did those visitors look at? Were they visitors or auto shoppers? How engaged where those visitors? Did an increase a budget with a vendor produce better results? What was the conversion rate for that campaign? Was it better than other campaigns? There are many other additional questions that tools like Google Analytics can answer, but these are a few to help you consider the benefits of data driven decision making. Also, dealers don’t need to become experts in Google Analytics, but need to know enough to help them make the best marketing decisions possible. Law of Diminishing “Third Party Listing Sites” Return Leveraging third party listing sites like Autotrader.com, Cars.com, CarGurus.com, etc. will get your inventory in front of more auto shoppers. Each of these sites spend millions in paid advertising to bring visitors to their website. Many of those millions are spent buying dealership make and model keywords in the search engines, making your online advertising costs much higher. Many dealerships leverage several of these listing sites, while ignoring the digital fundamentals of building their own online presence. They believe the more they spend in these sites, the better results they will receive. It may be true that allocating more budget to these sites will produce better visibility, but will the dealerships sell more vehicles? We need to remember how most shoppers use these sites and how these sites work. They all vary to a certain degree, but for the most part, they are all operate with a similar model. A consumer either searches by style or by a specific make and model (miles, price, equipment, etc.). Then vehicle results are displayed by zip code. Do dealerships need to pay for extra programs like “Dealer Showcase” or “Elite” to get their inventory found by the website shoppers? Is the “upsell” juice worth the squeeze? At some point, the dealership will find that getting the right visibility will yield the maximum number of leads from each site. If the dealership pays for more visibility, the budget will be less efficient because the proportional increase in cost will not produce more leads or vehicle sales. This same principal works for third-party sites collectively as well. Do dealerships need to pay to have their inventory listed in Autotrader.com, Cars.com and CarGurus.com? Are these sites hitting the same consumers and not really increasing a dealership overall reach? Since most dealerships don’t have an unlimited adverting budget, it’s always a good idea to measure each channel to ensure that you are getting optimal results for your advertising budget. If you keep pumping more money into multiple third-party sites and you are not reaching different in-market shoppers, at some point your conversion rate will go down and cost per acquisition will go up. It’s probably already too high. As a result, many dealerships have elected to eliminate major third-party listing sites if they are not reaching new and different in-market shoppers. Summary Making strategic marketing decisions based on the right data are the specific steps dealerships need to take to deploy the right marketing campaigns. Understanding your highest returning marketing channels helps dealerships make the hard decisions on what to keep and what to let go. As dealerships look to cut costs and improve operations, many dealership operators are turning to inventory marketing products to increase efficiencies and sell more vehicles. CarClicks Inventory Marketing products leverage multiple marketing platforms to promote the dealership’s inventory and brand. The CarClicks platform allows dealerships to build their online brand and spend less while increasing the visibility of a dealership’s inventory to in-market auto shoppers. All results are 100% trackable in Google Analytics or other analytic platforms and produce high ROI results. The post Strategic Marketing Choices appeared first on Automotive Internet Media.
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