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Inbound Marketing is the most effective technique to sell vehicles on the Internet and automotive dealerships are beginning to realize it. As 2011 winds down, data is indicating that traditional, disruptive marketing techniques are failing to deliver results.
For CEO of ActivEngage Todd Smith, the future of dealership digital marketing is clear. Todd’s 20+ years in retail automotive sales along with his visionary leadership of the most trusted brand in automotive live chat have led him to be one of the industry’s most respected thought-leaders on digital marketing for dealers.
Whether you’ve seen him speak on the GM eSummit tour, at an automotive trade show, or even in an auto industry publication, it is well-known that Todd understands the specific needs of today’s auto dealer and the future of dealership marketing.
“First, inbound marketing will begin to emerge as a powerful way for dealerships to reduce Cost Per Vehicle Sold while ensuring their marketing message is at the right place at the right time during the shopper’s online purchase process. The shift is moving from disruptive, traditional marketing messaging into a more consumer-friendly, positional marketing. I see dealers beginning to understand that positioning themselves to be found by shoppers’ Google search results will deliver to their prospective customers the exact information requested.”
“Second, dealerships will continue to need better business intelligence. Advanced analytics reporting is available for dealers to help measure their online marketing expenditure and websiteperformance. Data today is the new oil and dealerships need to put the right tools in place to drill deep into their information so that they can make better, more informed business decisions. Running a digital marketing campaign has never been easier to manage, measure and improve and now is the time for dealerships to embrace it.”
“Finally, dealerships will begin to put conversion techniques in place for their Social Mediamarketing. Connecting with 1000 people is great. Having deep and meaningfulconversations with 1000 people is even better. But, at the end of the day, dealerships will need to turn their Social Media investment into concrete business conversion results, which can be accomplished through trust, time and nurture marketing. I foresee a host of new apps and tools coming into the marketplace that will allow dealerships to turn Social Media window shoppers into active buyers.”