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Jared Hamilton
From: Jared Hamilton
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CDK Global

CDK Global

Exclusive Blog Posts

Why So Many Options If You Don't Pay Attention to The Source?

Why So Many Options If You Don't Pay Attention to The Source?

Is there a lot of thought that goes into deciding which call to actions to offer on the VDP’s? Or is it a constant free for all, or worse an aftertho…

3 Reasons Why Loyalty to Technology is Greater than Loyalty to Cars

3 Reasons Why Loyalty to Technology is Greater than Loyalty to Cars

Despite efforts to chase down loyalty in the automotive industry -  the path to a repeat purchase is an even tougher feat. Here are three reasons why …

Dispel Fears About the Auto Industry with Your Recruiting

Dispel Fears About the Auto Industry with Your Recruiting

If you were to ask most sales managers what customers don’t like about the automotive industry when shopping for a vehicle? They usually say, “…

How is Your 'Why Buy Here' Messaging?

How is Your 'Why Buy Here' Messaging?

What type of 'Why Buy Here' messaging are you using to drive in customers? Watch the video to learn more.   …

Give Customers a Refreshing, Old Ad Message

Give Customers a Refreshing, Old Ad Message

If you’re the average dealer who’s trying to grow business, the fixed operations departments are one of the best bets you can make. Once you br…

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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