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Jared Hamilton
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CDK Global

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Exclusive Blog Posts

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

The Gap In Email Success - Part 3

The Gap In Email Success - Part 3

Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Are Remote Workers Happier Than Office Employees?

Are Remote Workers Happier Than Office Employees?

Here are some interesting insights about remote employees vs. office employees. I know many positions within a dealership don't have the option of remo…

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

The real driver of vehicle sales isn’t your new online buying widget, it’s access to credit. So, if your dealerships only goal for 2017 is to “sell m…

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

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Working in the automotive industry is a rewarding experience, particularly working for a dealership at the front line of customer service and sales.&nb…

Six of One, Half Dozen of Another-Website Visitors Are Not All Equal

We all remember playing the game “Would You Rather,” so here’s an digital automotive marketing version of the infamous question: Would you rather: a) have six different people visit your site one time b) have one person visit your website six times?

If you said B you would be correct! Why, because that person is obviously more interested and lower down the purchase funnel. They are ready to buy.

All web visitors are not created equal, and while it is fun and flattering to think of many different unique visitors coming to your site, we all agree the real goal is engagement, not mere impressions.

This is where remarketing comes in. You know the kind I’m talking about: Whether it’s Walmart or Overstock.com, once you’ve looked around their site you get tagged with a cookie and these ads seem to follow you everywhere you go: your Yahoo email, ESPN, MSN, everywhere! Here’s a great example of just how powerful this technology really is. Last week I had a dealer email me wanting to know why his ads were showing up on ESPN.com in California. (He’s in Connecticut). Well, it just so happens that a website visitor had been to the dealership site recently, and then he moved on to looking at the MLB scores on ESPN.com. There, the magic of remarketing kicked in and the visitor saw the dealer’s Remarketing ad. The visitor was so amazed that he took a screen shot and emailed the dealer and said “Pretty Cool!” He’s right, it is pretty cool. Repeat visitors are more valuable than unique visitors, and remarketing ads, aka “reminder ads” that follow visitors through their internet travels, are a revolutionary way to bridge the gap between a unique visitor and an engaged shopper.

As I got deeper into the conversation with the dealer and were reviewing his analytics, it turned out that a good portion of his leads were coming just from the remarketing. But that’s really what you should expect, lower funnels visitors, those who keep coming back to your site, should be more likely to contact the dealership.

Are you part of the remarketing revolution? See how remarketing impacts real consumer journeys here: http://www.cobalt.com/consumerjourney.

Article by Matt Tedesco.

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