Traditional marketing is fast becoming ineffective and costly with the rise of digital marketing. This means that every business needs to incorporate some form of digital marketing into their strategy to keep up with the trends, and auto dealers are no exception. Listed below are some of the digital marketing trends in 2019 for auto dealers:
1. Micro-Moments
According to Google, the concept of micro-moments refers to all the little quick and flashing moments that have shaped an individual’s behaviour leading up to the purchasing of products and services. This means that there are countless opportunities that companies can use to their advantage to influence their consumers.
To track the success rate of a micro-moments strategy, dealers will need to identify a multi-touch attribution model, which will require a granular account structure as well as proper conversion tracking. This will allow them to gain insight into the world of micro-moment possibilities.
2. Voice and Visual Searches
Another marketing trend for auto dealers to take note of is the enabling of both voice and visual search systems. This is where you can take your SEO strategy to the next level. With voice search comes more conversational queries, which means there are longer tail keywords that you should be targeting. That, combined with visual searches with images, can boost up your dealership’s ranking on search results, which will allow more visibility for your brand.
3. Digital Ads
The majority of people who are looking to buy new cars start their search online. This is precisely why digital is so crucial in advertising your company. The best part is that, through digital platforms like Facebook and YouTube, you get a specific target audience with lower CPCs. This means that you won’t have to waste any more money on traditional ads that don’t do anything for your business ever again!
4. Chat & Messenger
2018 was the year that Chat really proved it worth in the marketing mix of many pioneering businesses. With open rates nearing 80% it’s far superior to email in getting your messages notice. There are huge benefits to those who get it right, but be warned, get it wrong and you can turn off your potential customers. So our advice is to keep it information based and solve problems for your customers rather than push your latest finance offers 24/7.
5. Managing Reviews/Ratings
Customers are becoming more cautious as they decide whether to commit to a particular company and will actively seek reviews on a company before making contact or setting foot in the dealership. If your dealership is rated any lower than three and a half stars, you risk losing direct enquiries and search rankings. This is why you should be proactive in managing reviews so that you can maintain your reputation, which will be good for your business in the long run.
8Cats Automotive specialises in digital marketing for dealerships – get in touch today to see how we can help.
