It’s an exciting time in digital history. Automotive marketers are finally catching on to the critical importance of attribution – AND more importantly, the associated consequences if accurate attribution is not accomplished. Maybe it’s something about the hot summer air. Or maybe digital leaders are just coming to their senses. Or maybe dealerships are just plain tired of spending thousands or even millions of dollars on advertising with not much to show for it at the end of the month. I hear this from Dealer Principals over and over as I speak at different events across the country. Most likely, it’s a combination of factors. But regardless of how or why, an attribution miracle is taking place as we speak in our industry.

Attribution is claiming its rightful throne as one of the most essential (if not THE most essential) elements in digital advertising. At last, dealerships and marketing experts alike are starting to realize the widespread scarcity of vendors that provide accurate sales attribution metrics. Furthermore, automotive leaders are more openly recognizing the subsequent wasted spend that results from not being able to draw a straight line from an ad source to a vehicle sold. The problem is, there is a group of decision makers (Dealer Principals, C-Level Executives, etc.) that are either making vendor decisions by looking at their monthly docs or relying on their under-trained digital team members. 

Mark my words - 2017 is going to be THE YEAR OF ATTRIBUTION. eMarketer just published an article admitting companies have been slow to adopt proper attribution methods due to a number of obstacles. “Marketers have always acknowledged the benefits of accounting for every marketing channel and brand-imposed touchpoint, but in spite of such awareness, adoption of these types of practices has been slow and labored.” In addition, they estimate over 50% of American businesses will make multichannel attribution a priority for their marketing efforts in the year ahead.

If you’re smart, you’ll make sure you’re a part of that +50%. You will also require proof from your vendors and partners that they are providing you with services that incrementally and exclusively lift both your website conversion and your sales. And to be clear, the word “incremental” translates to regular, consistent, and measurable actions that are exclusive to one source.

Jon Schulz, CMO of ad tech firm Viant stated, “It’s really all about attribution and closed-loop measurement.” In other words, “What am I getting? What’s working and what’s not working?” Rocket Fuel also reported a prevalent increase in attention to attribution metrics among senior-level marketing professionals, with 81% wanting to learn more about multichannel attribution.

It’s important to note, automotive vendors primarily fall into one of two buckets: traffic drivers and conversion specialists. Paid search, display, and retargeting are the most prevalent traffic drivers. However, this traffic must be properly tracked for one very important reason - an increase in website traffic does NOT necessarily result in an increase in sales. LotLinx for example, is a company that does a great job tracking conversions on your site, as well as how many of those customers took action or visited your showroom.

Attribution may be a head-spinning topic, but the reason it’s gaining so much attention is very simple. If you can better track your marketing efforts, you can see exactly where you’re losing money, opening up an entire world of new opportunities. Not to mention, your limited ad dollars will go further. This new leap of attribution faith is such an incredible movement, as the days of trying to guess which methods actually drive sales are coming to an end. Dealers are no longer forced to play the guessing game of which marketing efforts sold cars. At last, we can stop guessing and start measuring the REAL return on our marketing investments!

The why factor is what makes baseball America’s pastime and not just a sport. You don’t have to be a diehard fan to enjoy a baseball game. It’s the atmosphere - the sights, the sounds, the smells, the contests - the experience the ballpark offers that makes it an exciting event for the whole family.

I’ll admit, compared to other pro sports, baseball is relatively slow-paced. But regardless, people love going to baseball games. Why? Because there is something memorable that comes to life within the stadium. The ballpark experience has become a vibrant aspect of our culture.

Apple, like baseball, has also become a part of our culture due to their unique marketing plays. The question becomes, what does Apple have that competing brands lack? I’ll give you a hint. It starts with why and ends with factor. It’s the why factor alone that has made Apple more successful than Dell. Their business model takes the traditional, “outside-in” approach and reverses it from “What-How-Why” to “Why-How-What.”

Leadership guru, author and acclaimed TED Talks speaker, Simon Sinek has created his own diagram that demonstrates the why factor, which he refers to as “The Golden Circle” shown below. Sinek says, “The inspired leaders, the inspired organizations, regardless of their size, regardless of their industry, all think, act, and communicate from the inside out.”

Still with me? Let’s further break down how Apple has mastered the all-powerful “why factor.”

IF (and that’s a big if) Apple communicated like everyone else, they would say what they do, how they do it and why they’re better. Then they would expect the action or behavior of people wanting to purchase their products. This is the “outside in,” commonplace approach. This tactic fails to guarantee longevity or more importantly, loyal customers.                                                 

Sinek demonstrates how Apple’s marketing messaging would sound if they were just like everyone else (outside in)…              

1. What: “We make great computers.”
2. How: “They’re beautifully designed, simple to use, and user-friendly.”
3. “Want to buy one?”

Apple’s Actual Model (inside out):

1. Why: “Everything we do we believe in challenging the status quo, we believe in thinking differently.”
2. How: “The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly.”
3. What: “We just happen to make great computers, want to buy one?” 

The difference between these two angles of approach is in the values behind the company that define why they exist. Sinek emphasizes,“People don’t buy what you do, they buy why you do it.” Such a simple idea, but so incredibly powerful. If you don’t believe me, look at any great car salesperson vs. an average car salesperson and you will see what I mean. 

In order to stand out, you can’t just say you’re different. You have to know exactly why you’re different. The why factor must be overflowing within your inherent system of beliefs. It should dictate why you get out of bed in the morning. It is this factor that conquers competitors and challenges the current way the game is played.

It’s not about if you win or lose. It’s about WHY you play the game. Same thing applies for dealers. Whether you sell the car or not, it’s essential you deliver a ball park-inspired, grand slam experience. People who have negative dealership interactions are more likely to tell their friends about them. Positive experiences equate to satisfied, loyal customers. The article, 9 Ways Your Business is Like Baseball also emphasizes the point, “The experience your customer has with your company can make or break their overall view of you and your products. Filling the seats isn’t enough. You want those seats filled by people who are happy they came.”

For your dealership’s message to resonate, you have to simply reverse the order of the information you deliver from “What-How-Why” to “Why-How-What” – always pushing forward from the inside out – never the other way around. Dealers can go about their day (and their marketing strategy) in one of two ways: they can sell cars, OR they can inspire people. Which will you choose moving forward?  

America's pastime offers valuable lessons that can be taken off the field and activated in the showroom. Each baseball film shown below contains powerful insights that car dealers can utilize to further increase sales and improve their overall strategy. 

The 2016 NADA conference in Las Vegas proved connections are the single most important factor of this business, and any business for that matter. To lead, you must be able to connect with a team, and from there an audience, and beyond that, the world. The focus should always be on that first fundamental building block – the team behind the vision.

Former NFL quarterback, Peyton Manning took the stage at this year’s convention and proved his understanding of business is quite on par with his athletic reputation. What he uncovered was the undeniable parallels between not only business-to-business connection, but also human-to-human connection, and how that translates into profitable success across any industry.

The leading players in automotive did not get to where they are today alone. They got there with a dream, an unbreakable team, partnerships, and connecting the right people with the right technologies. Real success is when a single great idea aligns with the individuals capable of making it a reality.

The following are four essential elements of success as they relate to both football and the car business – revealing the automotive industry may have more in common with professional sports than we ever thought possible.

1. Leadership: Whether you’re selling cars or competing for the Lombardi Trophy, risks, challenges, and losses are inevitable. It’s those companies and individuals that resurface when they fumble that show true strength. Leaders have a certain attitude that welcomes a challenge with open arms. Competition is embraced and sought after. Leaders are prepared for opposition and they manage problems with extraordinary effort. They are rarely, if ever, 100% satisfied and are in constant desire of taking an idea and making it bigger, faster, better, simpler, and more efficient. According to Manning, “Strong leaders must have the audacity to believe there is something more out there to reach for.”

The single dominating force that lives within all leaders is their ability to influence others. Leaders inspire individuals with their opinions. In any business, and really in life in general, fear is inescapable and it can paralyze a dream. However, leaders view fear as simply another challenge to overcome. Like potholes in the road, there will be obstacles that slow you down, or that may require a new tire, but they do not stop you. Manning says, “When the leader puts aside his or her fears and believes sometimes in the unimaginable, it stokes belief in others. Thinking like a team, but ultimately being able to deliver as one, raises everyone’s performance.”

Leaders in every business excel in their trades by unearthing and experimenting with new ways to compete, change, and ultimately win the game. Leaders have to be all in or all out. They must lead by example and a five-time NFL MVP winning quarterback reminds us that doing so “is not the main tool to influence others, it’s the only tool.”

2. Teamwork: Just as a car cannot run without fuel, a leader cannot run without a team. Rather than allowing fear to get in the way, Manning recommends replacing apprehension with goals, and to “let your dreams lead you and work to cultivate that attitude in the people who work with you and for you.” To lead a team, you must be a present, active member of the team. You are not above your team and in reality you are always aware that you would not be where you are today without your team.

Honest communication with yourself and with those you work with is critical. When people work cohesively together and trust one another, magical things happen - and that applies both on the field and the showroom. “It’s about experience, taking all departments and all levels of a dealership and making communication easy for the consumers and the people that work in the dealership,” says Manning.

Like clockwork, great teamwork in business will lead to great experiences for consumers. A great experience does not end with your website, and it also doesn’t end in the showroom. It must resonate throughout your digital and traditional campaigns, your service departments, your finance departments, and your customer relationship management during the days, months, and years after a sale.

No company, no team, and no individual can advance without setting goals and implementing a unified approach to get there. Everyone needs to be on the same page for growth to occur. Team goals must be directly in line with your personal goals. There should be one vision; one path, one road and everyone involved needs to steer straight and keep their foot on the gas until that road ends, or until the goal is seized. Manning reminds us to “never underestimate the power of the team that made it possible for you to compile those results and stand apart from the best competitors in your business.”

3. Adaptability: No one has ever gotten ahead in this industry by doing things the same way forever. Like fear, change is inevitable and should be welcomed and embraced. The first rule of adaptability is a possessing a keen awareness of your strengths and weaknesses so that when change knocks on your door, you’re armed and ready. Manning notes, “Being keenly aware of yourself, your team, and your competitive landscape is vital for any strong leader. When you’re taking inventory, first focus on identifying the real strengths of your team. Where are your weaknesses? Now flip that to your competition and ask the same questions.” In addition, to be adaptable requires the ability to turn inward and focus on what you as an individual can bring to the team.

Manning reminisces on his career during the 2015 season. He was faced with a new team, new coaches, new systems, and with that new obstacles. He had no choice but to adapt his leadership techniques yet again. “When the environment changes drastically around you, no one, including the leader, can take anything for granted. There is a ferocious need to communicate more clearly, concisely, and probably more often and hopefully without a middleman in the process.”

NADA chairman, Bill Fox was quoted in DealerMarketing.com recapping this year’s convention and recognizing how incredibly adaptable the auto industry has been for the last 99 years. He said, “If NADA is to be the voice of the dealer for the next 99 years, then we must recognize change, confront change and adapt to change. And that’s exactly what we’re doing.”

4. Endurance: The auto industry is cyclical and in constant transition. Each month is accompanied by both opportunity and unpredictability. Last year was one of the greatest and most profitable years we’ve ever seen. Today, we face a decline in growth rates in comparison to the last five years. The competition we now face is unprecedented. But let’s not forget that throughout history, dealers and manufacturers have survived wars, recessions, and bankruptcies. Endurance is something that runs deep in the veins of all who know and love the car business.

Manning emphasizes the importance of a system for a quarterback. He says, “In your business, that equates to the corporate culture and standard practices. When you’re in a system for a long time, you master that system.” Undoubtedly, endurance defines the automotive industry in the same way that it dictates the best teams and players in the NFL. This industry will remain vibrant as we always have because of this inner, indestructible tenacity.

Peyton Manning’s NADA address did more than just captivate an audience of 28,000 dealers, 700 vendors and countless automotive enthusiasts. He connected two drastically opposing billion-dollar industries in a way no one has ever recognized before – which is what being a game changer is all about. Progressive transformation doesn’t happen from running the same play over and over again. It happens when a new play is created that changes, and ultimately wins the game.

The residents of Missouri and Illinois had a rough start to 2016 after the detrimental flooding of the Mississippi River and other waterways spanning the two states. In some areas, more than two feet of rain graced the Midwest with its presence, resulting in over 25 deaths and thousands forced from their homes in freezing temperatures.

The vicious results of natural disasters can have snowballing impacts (no pun intended). Mother nature doesn’t simply affect individuals, families, and their communities but on a larger scale, both businesses and entire industries feel the consequences. Urban Science data revealed the flooding in Missouri had a direct impact on their auto sales when compared to all other states. In January, sales in Missouri were down about 10%, compared to a 4% increase throughout the rest of the country.

More recently, the East Coast was hit with monumental and even record-breaking snowfall accumulation due to late January’s winter storm, Jonas. The storm’s heartless medley of snow, ice, high winds, and coastal flooding proved the unyielding domino effect of weather-related damage that expands far beyond vehicle sales. Over 80 million Americans were affected, including at least 31 deaths and of course, property damage.

According to Automotive News, the “Jonas Effect” forced Toyota to temporarily close 200 of its dealerships. Herb Gordon Volvo, in Silver Spring, Maryland experienced a roof collapse due to the overly dense snow. Fortunately, there were no human injuries; however valuable inventory was lost (seven Volvos to be exact). General Manager, Ed Sarecky reported the damage would take about 45 days to be restored. The silver lining – they plan on rebuilding the area with a more enclosed, highly stabilized rooftop to prevent losses like this in the future.

This is not the first time the auto industry has suffered from natural disasters, nor will it be the last. Back in 2005, on a much larger scale, Hurricane Katrina became infamous as one of the five deadliest storms in the history of the U.S. But there is a light at the end of the tunnel. As an industry, we did learn a few things that can benefit dealerships in the case of yet another unwarranted disaster.

The following are the top three findings dealers should be aware of in order to prepare for, or minimize the damages associated with natural disasters such as these (excluding the obvious of securing a good insurance policy).

1. Sales will skyrocket after 30-90 days following a natural disaster. What dealers don’t necessarily expect is that directly following this lagging bounce-back period is when vehicle sales reach record highs. A trend we’ve seen with unprepared dealerships is they often lack the necessary inventory to meet the soaring demand. In addition, we have to consider not just the quantity of inventory to prepare for the spike in sales, but also the right variety of vehicles to keep in stock depending on the geographic location and nature of the storm.

Urban Science conducted an extensive data study one year after Katrina hit. According to Wards Auto, the study revealed, “While Hurricane Katrina sparked a human exodus and crippled many car dealerships in the metropolitan region, automakers scrambled afterwards to get the right vehicles to market because of an ensuing surge in demand.”

Mitch Phillips, Global Director of Data at Urban Science, toured the city of New Orleans and its dealerships to witness the aftermath six months after Katrina. Phillips noted, “Car sales dropped, but pickup truck sales nearly doubled. As people came back to the city, they were fixing their homes and hauling away debris. They needed pickup trucks.”

2. The odds of real-time data will always work in your favor. And by real-time, I mean real-time. I don’t mean data from 30 days ago. I mean real sales and transactional data from this very instant that can be used to your advantage. Big data alone won’t cut it. The data you use to optimize your strategy during a storm-induced sales coma should be fast, intelligent, and purposeful – meaning you can use it to craft your sales strategy right away. Accept nothing less than real-time data, as this is the only truly efficient source towards improving your sales and marketing efforts.

3. You’re going to get fewer leads, so make the most out of the ones you have. This means optimizing your website, lead forms, and overall marketing efforts for conversion. I’d recommend beginning with mobile and working your way down. Make all calls to action, including directions and your phone number prominent and easy to find. Make forms short and to the point. If you’re going to ask for someone’s information, they are more likely to provide it if you offer them something in return. Consider a gift card incentive just for coming in for a test drive. You always have a better chance of converting a customer once they are physically in front of you.

While looking back on his visit to New Orleans, Phillips adds, “It’s not just hurricanes. Any natural disaster, such as an earthquake, can cripple a dealership. There need to be provisions for natural disasters in areas susceptible to them.”

Personally, I like to consider myself an optimist. Over time, the snow will melt, water levels will recede, and the material damage will be restored. Roads will be cleared and safe once again, and the revival of new hope will begin to set in. I believe that with every misfortune or tragedy comes a valuable lesson. What we can learn from the unstoppable, unpredictable force of Mother Nature is how to prepare for the aftermath should it happen again.

Big data is a buzzword that’s been floating around the auto industry for some time now. Every dealership’s DMS is filled with opportunities. Through segmentation, data and equity mining, combined with a little bit of common sense, dealerships can target customers with relevant messaging and see great conversion rates. But what about reaching those people that aren’t your customers, or that aren’t in your database?

The typical answer has been to leverage other sources of data. Think of Facebook. It probably has the single largest repository of consumer information in the world. I’d be willing to bet that the depth of knowledge on any given Facebook user – demographics, behaviors and interests – would put any FBI file to shame. Smart marketers leverage this incredibly large database to market to individuals in their PMA with a high likelihood of purchasing a vehicle in the near future.  

But, what if everything we’ve been doing with demographic targeting has been wrong? 

According to a new blog article by Google, while demographic targeting has its uses, “marketers who try to reach their audiences solely on demographics risk missing more than 70 percent of potential mobile shoppers.” The blog goes on to explain that a customer’s identity is less important than a customer’s intent. The blog offered an example of how many may think that the largest demographic for video game users would be males, ages 18-34. However, if you were a video game (or related) company using demographic data alone to target customers, you’d be missing out on the 69 percent of searchers that aren’t in that group. It was certainly surprising to read that 56 percent of sporting good searchers on mobile were female; 45 percent of home improvement searchers on mobile were women; and 68 percent of skin and body care influencers in the past six months were men.

Essentially, the blog states that consumers aren’t necessarily doing the searching/shopping for themselves. For example, in the baby products category, 40 percent of purchasers live in households without children. Yet, who would think to target homes without children for baby products?

Google advises that businesses research their categories through Google Trends and adjust any marketing strategies accordingly. Identify relevant search terms and ensure that when a consumer searches for information on those terms, your business is present. According to Google’s research, “51 percent of smartphone users have purchased from a company/brand other than the one they intended to, because the information provided was useful.”

Targeting based on intent works well because typically, mobile searchers are very close to the point of purchase -- if not already in the process of purchasing. These are super low funnel consumers. For all you know, they are researching a vehicle, or gathering information, while at the dealership next door, or across the street.

While it is certainly in Google’s best interest to provide this message, it makes complete sense. That doesn’t mean you ignore demographic data in your marketing. It simply means that to take your marketing to the next level, consider incorporating intent-based marketing in the mix. This will help to ensure that you reach the customers you know about, but also the ones you don’t.

Big data is a buzzword that’s been floating around the auto industry for some time now. Every dealership’s DMS is filled with opportunities. Through segmentation, data and equity mining, combined with a little bit of common sense, dealerships can target customers with relevant messaging and see great conversion rates. But what about reaching those people that aren’t your customers, or that aren’t in your database?

The typical answer has been to leverage other sources of data. Think of Facebook. It probably has the single largest repository of consumer information in the world. I’d be willing to bet that the depth of knowledge on any given Facebook user – demographics, behaviors and interests – would put any FBI file to shame. Smart marketers leverage this incredibly large database to market to individuals in their PMA with a high likelihood of purchasing a vehicle in the near future.  

But, what if everything we’ve been doing with demographic targeting has been wrong? 

According to a new blog article by Google, while demographic targeting has its uses, “marketers who try to reach their audiences solely on demographics risk missing more than 70 percent of potential mobile shoppers.” The blog goes on to explain that a customer’s identity is less important than a customer’s intent. The blog offered an example of how many may think that the largest demographic for video game users would be males, ages 18-34. However, if you were a video game (or related) company using demographic data alone to target customers, you’d be missing out on the 69 percent of searchers that aren’t in that group. It was certainly surprising to read that 56 percent of sporting good searchers on mobile were female; 45 percent of home improvement searchers on mobile were women; and 68 percent of skin and body care influencers in the past six months were men.

Essentially, the blog states that consumers aren’t necessarily doing the searching/shopping for themselves. For example, in the baby products category, 40 percent of purchasers live in households without children. Yet, who would think to target homes without children for baby products?

Google advises that businesses research their categories through Google Trends and adjust any marketing strategies accordingly. Identify relevant search terms and ensure that when a consumer searches for information on those terms, your business is present. According to Google’s research, “51 percent of smartphone users have purchased from a company/brand other than the one they intended to, because the information provided was useful.”

Targeting based on intent works well because typically, mobile searchers are very close to the point of purchase -- if not already in the process of purchasing. These are super low funnel consumers. For all you know, they are researching a vehicle, or gathering information, while at the dealership next door, or across the street.

While it is certainly in Google’s best interest to provide this message, it makes complete sense. That doesn’t mean you ignore demographic data in your marketing. It simply means that to take your marketing to the next level, consider incorporating intent-based marketing in the mix. This will help to ensure that you reach the customers you know about, but also the ones you don’t.

Dealerships are constantly working to increase their website conversion – and for good reason. Organic conversions typically see the highest closing rates. However, I frequently encounter dealerships that wonder why they aren’t getting higher conversion rates, despite adding the latest gizmo or widget. Conversion rate optimization is tricky. Thankfully, there are some simple things that can be done to increase the chances your visitors convert.

1.     Mobile – Today’s car buyers use their smartphones to gather information. The lack of a mobile-optimized website will unquestionably decrease your conversion rates. With the huge increase in Internet searches via mobile devices, if your site isn’t mobile enabled, it’s as if you are hiding your dealership from the majority of today’s online shoppers. I’m sure you would never fail to have good signage for your physical showroom. Well, the same can be said for your online presence. Make sure that you provide a great experience across all devices for your customers. That alone will help to increase conversions.

2.     Simple Navigation – How many times have you visited a website, searched for information, and became frustrated because you couldn’t find it? What do you do when that happens? I bet you leave and look elsewhere. The harder it is for a customer to find the information they are looking for on your website, the more likely they will leave. Think of your home page as the beginning of a path. Most visitors came to your site with a destination in mind. Make it easy for them to find that information.

3.     KISS – I’m sure that you’ve all heard the phrase, “Keep it simple, stupid.” This absolutely applies to conversion rate optimization. Far too many dealers overwhelm their website visitors with multiple conversion methods on every page of their site. Things like chat windows floating all over the screen, pop-ups appearing with each new page view, or forms all over the place. Examine each page of your website and put yourself in the customer’s shoes. Ask yourself this simple question: “If I was on THIS page of my website, WHY would I be here?” The better you can answer that question, the more you’ll understand the motivation of the customer, and provide a better conversion method that is attractive to the customer. Stop inundating customers with multiple conversion paths on every page of your website. Keep it simple and make sure the path you want the customer to take is very clear.

4.     Contact Information – The single best conversion method for any dealership’s website is contact information. The majority of the visitors to your website are seeking this. Yet many times this information is the hardest to find. Make sure that your contact information, address and phone numbers, as well as your dealership’s hours of operation for both sales and service are prominently displayed at the top of your home page. Don’t make customers scroll to the bottom. Or, even worse, have to navigate their way to an “About Us” page to find this information.

Optimizing your website for conversion translates to simply providing a great customer experience. Reduce the noise and friction from your customers’ browsing experience and lead them down the path towards the information they seek. Once they arrive, give them a single, relevant and compelling reason to convert - and you’ll be surprised by how many do just that.

Dealerships are constantly working to increase their website conversion – and for good reason. Organic conversions typically see the highest closing rates. However, I frequently encounter dealerships that wonder why they aren’t getting higher conversion rates, despite adding the latest gizmo or widget. Conversion rate optimization is tricky. Thankfully, there are some simple things that can be done to increase the chances your visitors convert.

1.     Mobile – Today’s car buyers use their smartphones to gather information. The lack of a mobile-optimized website will unquestionably decrease your conversion rates. With the huge increase in Internet searches via mobile devices, if your site isn’t mobile enabled, it’s as if you are hiding your dealership from the majority of today’s online shoppers. I’m sure you would never fail to have good signage for your physical showroom. Well, the same can be said for your online presence. Make sure that you provide a great experience across all devices for your customers. That alone will help to increase conversions.

2.     Simple Navigation – How many times have you visited a website, searched for information, and became frustrated because you couldn’t find it? What do you do when that happens? I bet you leave and look elsewhere. The harder it is for a customer to find the information they are looking for on your website, the more likely they will leave. Think of your home page as the beginning of a path. Most visitors came to your site with a destination in mind. Make it easy for them to find that information.

3.     KISS – I’m sure that you’ve all heard the phrase, “Keep it simple, stupid.” This absolutely applies to conversion rate optimization. Far too many dealers overwhelm their website visitors with multiple conversion methods on every page of their site. Things like chat windows floating all over the screen, pop-ups appearing with each new page view, or forms all over the place. Examine each page of your website and put yourself in the customer’s shoes. Ask yourself this simple question: “If I was on THIS page of my website, WHY would I be here?” The better you can answer that question, the more you’ll understand the motivation of the customer, and provide a better conversion method that is attractive to the customer. Stop inundating customers with multiple conversion paths on every page of your website. Keep it simple and make sure the path you want the customer to take is very clear.

4.     Contact Information – The single best conversion method for any dealership’s website is contact information. The majority of the visitors to your website are seeking this. Yet many times this information is the hardest to find. Make sure that your contact information, address and phone numbers, as well as your dealership’s hours of operation for both sales and service are prominently displayed at the top of your home page. Don’t make customers scroll to the bottom. Or, even worse, have to navigate their way to an “About Us” page to find this information.

Optimizing your website for conversion translates to simply providing a great customer experience. Reduce the noise and friction from your customers’ browsing experience and lead them down the path towards the information they seek. Once they arrive, give them a single, relevant and compelling reason to convert - and you’ll be surprised by how many do just that.

As 2015 comes to a close, it’s time to examine trends in digital marketing and predict what dealers should be prepared to consider and focus on in the upcoming year. 2015 has seen so much innovation and change, there’s no doubt 2016 will see even more. However, which trends in 2015 will stick around for the year to come? 
 

Experts say these five are here to stay:
 

1.    Mobile – It wasn’t that long ago that marketers thought of mobile as a secondary access point for consumers. However, in 2015 mobile usage overtook desktop computers for accessing Internet information, and that trend is certain to continue. Consumers want information on demand, and increasingly they are out and about and not tethered to their computer. Mobile is much more convenient for today’s on-the-go consumer. Businesses will be forced to shift their focus and provide an excellent mobile experience in order to remain relevant. Those that do not will find customers seeking and finding that information from their competition and ultimately lose business.  
 

2.    Apps – Not only is the mobile experience itself becoming more important, we’re also seeing an increase in the importance of apps. When using smartphones, consumers spend upwards of 85% of that time within apps. Apps offer multiple marketing advantages including location-based marketing, push notifications, loyalty program integration, as well as dynamic and personalized offers and coupons. In addition, with its mobile-friendly algorithm change in April, Google introduced app indexing. If you’re not familiar with app indexing, in a nutshell it means that Google is now indexing content within apps and integrating that content into organic search results. This will become increasingly important for businesses’ SEO efforts.
 

3.    Personalization – Businesses will continue to migrate away from mass messages and better utilize their customer data to send more relevant and personalized messages. Segmentation, cookies, and retargeting, mixed with the massive amounts of consumer information now available, allows marketers to further refine messages. By doing so, businesses will see increased response rates and conversions as customers start receiving relevant messages at more opportune times.
 

4.    Content – Businesses are starting to realize that content is the new advertising. Pressure is being applied from all directions – search, social and consumers – and they all demand unique and relevant content as the price of admission. If you want to be noticed, it is important to understand that consumers respond much better to content that solves a problem, tells a story, or answers a question. By producing this content, you will be rewarded by increased web traffic through consumer search, and also by higher page rankings from search engines.  
 

5.    Video – If there’s any form of content that is exponentially exploding, it's video. Every platform in existence is making a push for video content and rewards businesses that produce it. With the new explosion and popularity of live streaming apps such as Periscope, Blab and Meerkat, along with live-streaming to all users that Facebook is rolling out, businesses who find innovative ways to integrate live streaming into their digital marketing efforts will see increased exposure and engagement.
 

While significant, these are just a few of the countless ways digital marketing is changing. Chances are that 2016 will see more innovative ways for businesses to market to and interact with customers. Paying attention to and adopting these five trends will certainly help your business gain a competitive advantage and position it for digital marketing success in 2016.