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Dealerships have begun incorporating current trends such as social media and digital marketing in their traditional marketing plans. By doing so, car dealerships are on the road to building bigger -- more robust -- marketing plans to drive retention.
As time goes on, strategies will change again – or get tweaked – to capitalize on the ever-changing trends in marketing circles. Currently, the following three trends are starting to make themselves more relevant in automotive direct marketing campaigns.
It’s all about the digital content. While the website is the face of your organization or dealership, what fills the “walls” of that site – and related content to the site via varying social media vehicles like Facebook and Twitter – is vitally important. With access to the Internet at an all-time high, thanks to such product innovations as Apple’s iPad® or smart phones/iPhones®, the desire for those seeking information has concurrently increased. Interesting and engaging content helps build trust with your site visitors and makes your dealership’s site become a destination for news and information.
Cutting coupons is hip. Today’s economic climate has definitely had a profound impact on the spending habits of consumers. With that mindset in place, it has made more people trend to discounts/couponing in non-traditional couponing verticals. Integrating coupons and incentives into automotive service marketing programs not only offer discounts to your customers, but it also allows for a nice way to drive traffic into your service centers.
Location based marketing. As DMEautomotive expert Steve Dozier touched upon in his recent blog highlighting automotive customer retention, the uniqueness of your product or service should be more directed towards a franchise and its location. Regions of the country are being affected differently by the recent economic decline. By integrating campaign data results as part of your automotive marketing campaigns, it’ll serve as an important starting point in planning successful future initiatives
As you pause and take a look at the effectiveness of your automotive direct marketing initiatives, keep the three marketing trends mentioned above as a starting point in your evaluation efforts. Implementing just one of these can help give your automotive direct mail campaigns a kick-start that it may need.
~ Missy Jensen, Social Media Manager at DMEautomotive
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at firstname.lastname@example.org and check her out on LinkedIn.