By Brian Pasch
One of the most exciting areas of opportunity is Facebook advertising when it leverages Polk vehicle ownership data and Google's new Wildfire platform.
Wildfire is an agency level software platform that creates device independent (responsive) pages that can be used in social media engagement, contests, and promotions.
Facebook advertising is not new however Wildfire and Polk data take social media advertising to the next level.
Google Case Study Published
PCG Digital Marketing is please to be the first automotive marketing agency to have an official case study published by Google involving their Wildfire platform. Jack Wilson Chevrolet is using PCG's social media team to increase their website traffic, social media engagement, and car sales.
PCG SocialFire product is built on the Google Wildfire platform and gives dealers the personalized attention of our social media team. Take a minute to download a copy of the Google Case Study with Jack Wilson Chevrolet. Google Case Study
Why Is Wildfire Needed?
Dealers who do not have responsive website design are dissappointing consumers on Facebook because their custom content is often not visible on a mobile device. Over 50% of Facebook engagement (i.e. clicks) are from mobile devices. I have written about this in the past and it is very important. Dealers need to push their vendors to deliver a better mobile website experience.
Wildfire also provides templates to create better engagement pages and data capture forms. The social media analytics is also a strong benefit of using Wildfire so you can measure the impact of your investments in social media engagement. Overall, Wildfire gives agencies such as PCG the tools to supercharge a dealer's social media investment.
How Is Polk Data Working on Facebook?
In one statement: amazing. Dealers are familiar with using consumer vehicle ownership data for direct mail campaigns. Now we can use that same data to target LOCAL consumers on Facebook. The granularity of messaging to a target audience is producing great results.
In fact, we are finding cost per click (CPC) to be much less than similar campaigns on Adwords, and with much better results!
Social Media Advertising (SMA) is in its infancy and over the next year I will be sharing specific success stories and the campaigns that are working to sell more cars on Facebook!
Brian Pasch, CEO