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

Exclusive Blog Posts

Top 6 Things Car Dealers Do To Make Car Buying Difficult

Top 6 Things Car Dealers Do To Make Car Buying Difficult

[youtube https://www.youtube.com/watch?v=3R7Y3kZIDVg] Your Turn To Drive discusses Top 6 Things Car Dealers Do To Make Car Buying Difficult.  Jim D…

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

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