Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
ActivEngage

ActivEngage

Exclusive Blog Posts

Make Your Limo Service Unique

Make Your Limo Service Unique

Beginning a fruitful limo administration can appear to be an amazingly troublesome undertaking. That is on the grounds that there are as of now a lot of or…

Dealer Response to Covid-19

Dealer Response to Covid-19

While each dealer presumably will and or has already responded differently to COVID-19, it is essential for all dealers to respond. Offering a front-facing…

Your BDC Can Work From Home

Your BDC Can Work From Home

For those dealers who have BDC Departments, it is possible for your BDC team to work from home. In which case they can manage the leads, social media, and …

Building Your Budget for the Covid-19 Environment and Beyond

Building Your Budget for the Covid-19 Environment and Beyond

In this moment of time we're in, there is an opportunity: growth. Whether you have a strong grasp on budgeting your digital marketing or have just begu…

Messaging in Challenging Times: Communication Strategies for Dealers

Messaging in Challenging Times: Communication Strategies for Dealers

The last few weeks have been some of the most unusual any of us have seen in our lifetime, as our industry navigates rapid change amid the coronavirus pand…

Depth of Engagement vs Breadth of Impressions

 

In a retrospective presentation on the 2012 SXSW Expo, Jack Morton Senior Vice President, Liz Bigham, said that “engagement counts more and costs less than awareness.” What Bigham means by this statement, a variation on the Harvard Business Review maxim that loyalty is more valuable than awareness, is that brands stand to profit much more from one repeat buyer with lifetime loyalty than they do from two buyers who purchase only once. As Jack Morton’s SVP says, marketers get more bang for their buck by making customers love them than by spending lots of advertising money to generate awareness. Bigham calls it “an argument for depth of engagement over breadth of impressions.”

Makes sense, right? We live in a world where hundreds of marketing messages and distractions pull at us every day, vying for our attention. This is because marketers know that engagement is the new currency. Yet many, especially in the auto sector, still see digital as a means for impressions and not actual engagement. Jack Morton’s own research shows that 75% of consumers say that “if a brand wants to get my attention, it has to do something special.”

What does this mean? Liz Bigham says that to get the attention of shoppers and make that special connection, brands need to “treat every touchpoint as special.” Every interaction between brand and consumer is a sacred opportunity to stand out – and this is especially true with digital marketing. That means marketers should not adhere to the same tired SEO regulations and boring web content. Instead, do something completely different to capture consumer loyalty.

How can your dealership’s website stand out among the nation’s thousands of stores? Get your customers to continue their relationship with you by offering service discounts. Invest in learning about targeting and remarketing, so you can show off specific test drives to your visitors who have browsed those vehicle inventory pages. Don’t leave a simple form on your website to capture leads – implement live chat on your website to begin a relationship with shoppers before they enter your dealership’s physical storefront.

If you’ve made customer loyalty a priority, congratulations! You’re playing the long game by thinking about more than just the cars you could move off the lot today. A loyal customer won’t just buy from you today – he or she will come back for more, and evangelize your brand to others along the way.

Subscribe to the ActivEngage blog for weekly marketing updates!

Jim Bell
Chat is a great way to engage that shopper on your site. You have to stand out from the other and now with more and more dealers going to chat, now it's time to find that next silver bullet.

 Unlock all of the community & features  Join Now