Dealership marketing has never been so complex or sophisticated. With so many ways to promote the business, how do you go about choosing the right strategy?
While traditional marketing such as print brochures, radio advertising and local papers is often talked about as the old way of marketing, there is still huge opportunities for reaching customers through these channels.
So, what are dealers actually doing? Do they really see value in the more traditional marketing channels or is there a pure focus on digital channels? Or perhaps a blend is the answer?
Using digital marketing to augment traditional channels
Most customers do not want to receive a call to remind them to book their service or MoT, but a call following an email reminder is much better received and has a higher conversion rate.
Marketing Delivery managing director Jeremy Evans explains: “It’s about traditional methods of communication and new media working together to suit customer requirements”.
Marshall Motor Group’s group commercial director Chris Sheppard concedes the depth of measurement can make digital ‘addictive’. Analysis of live digital campaigns allows Marshall to tweak messages to further drive responses, but the group also combines offline marketing, planned weeks in advance, with its digital presence.
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