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CDK Global

CDK Global

Exclusive Blog Posts

Why Security Is More Important than You Think for Your Business

Why Security Is More Important than You Think for Your Business

Having a business means that you’re likely going to have to keep security in mind. Whether you are looking to increase customer trust or you want to …

Interview with Scott Pechstein: What's Up With "Digital Retail"?

Interview with Scott Pechstein: What's Up With "Digital Retail"?

Scott Pechstein, Vice President of Sales at Autobytel, Inc., talks about the buzzword of the moment: "digital retail." …

What's Keeping Your Company's Directors Up at Night?

What's Keeping Your Company's Directors Up at Night?

Although we typically define executives by their ambitions, their anxieties can be equally telling. If you’re losing sleep over handling cyber se…

Top Reasons It's Time to Breakup With Your Vendor

Top Reasons It's Time to Breakup With Your Vendor

Vendor relationships are business, and while that is not to say that relationships develop with the people you work with - at the end of the day, it is abo…

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

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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