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At first glance, it's an easy question with an instant answer. Car dealers want to target everyone within driving distance with their message. As Ripley said in Aliens, "It's the only way to be sure."
Upon closer examination, problems start to pop up. Even if we assume that "everybody" is actually a large portion of the audience (since you can't reach everybody from a literal sense), there are still holes in the strategy. Those who have extremely large marketing budgets could do it, but even then they really shouldn't. Here's why:
These really are just the tip of the iceberg when discussing the merits of targeting versus mass messaging. I talked about it in much more detail on our blog.
The best part about working in the car business today is that every dealership, big or small, has tools through which to hit the right people with the right message. It comes down to proper targeting which is getting better all the time.