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Jared Hamilton
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CDK Global

CDK Global

Exclusive Blog Posts

What to Expect as Driverless Cars Go Mainstream

What to Expect as Driverless Cars Go Mainstream

While the era of driverless vehicles is rapidly approaching, there is still a great deal of confusion and speculation regarding the full impact and the…

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

One of the keys to making a profit is the upsell. If you want to claim a heftier commission, upselling is a necessity. However, upselling is an art that sa…

Most Valuable Insight Finalist - Jim Roach

Most Valuable Insight Finalist - Jim Roach

Using Artificial Intelligence to Prioritize Customer Engagement If only one salesman came to work today, what is the first opportunity he should act upo…

Stop Looking at CRM Lead Duplication Negatively

Stop Looking at CRM Lead Duplication Negatively

During some recent conversations, I’ve discovered that dealerships continue to mistakenly perceive CRM lead duplication badly. I strongly believe we …

Don’t Just Sell, but also Retain CPO Buyers

Don’t Just Sell, but also Retain CPO Buyers

By Ryan Williams, president, Fidelis PPM Customer loyalty does not necessarily translate into repeat business for your auto dealership. What drives meas…

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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