As the world becomes more connected and the automotive industry evolves, marketing for fixed operations at dealerships has become more competitive. In 2023, dealerships must stay ahead of the game and implement marketing strategies that effectively reach their target audience. In this article, we will discuss strategies for fixed operations marketing in 2023. 

1. Customer Data Platforms, GA4 & Knowing Your Target Audiences 

Dealership marketers are utilizing Customer Data Platforms (CDP) to organize their first-party data, create more effective audiences and maintain profitability by finding new efficiencies. Dealers are realizing that the data they have in their DMS and CRM allows them to tailor their marketing efforts to appeal to their target audience, whether it is through social media, email marketing, or traditional advertising methods. This becomes even more important across dealer groups where customers are servicing brands at different locations. 

2. Google Business Profile & Developing a Strong Online Presence 

In 2023, having a strong online presence is crucial for fixed ops departments, and this starts with Google Business Profiles for each dealership department. Next, fixed operations marketers need to audit their website and create a strategy to optimize their existing website content and decide if they need a more robust content strategy. 

3. Utilizing Short Educational Video Content 

As an authority for the brands your dealership services and represents, with help from the right staff, you can showcase your expertise by creating a concise educational video and posting it on your website and social media platforms. 

Video content is increasingly popular in the marketing world, and dealerships can benefit greatly from incorporating video into their marketing strategy. Whether showcasing in-stock tires & accessories or highlighting the expertise of your service technicians, video content can be a powerful tool in attracting and retaining customers. 

4. In-Person Experiences are Back! 

Dealerships can start to return to hosting new owner workshops, new model launch parties, and focus on the in-dealership experience. Exceptional customer service is key to retaining customers and building brand loyalty. Whether offering a complimentary car wash or providing a loaner vehicle during a service appointment, going above and beyond to make the customer experience memorable can be a powerful marketing tool. 

5. Embracing New Technologies

As the automotive industry continues to evolve, dealerships need to stay up-to-date with new technologies. This includes embracing new software to streamline and connect service and parts offers, data, and messaging to utilize innovative marketing techniques. 

In conclusion, fixed operations marketing in 2023 requires a multifaceted approach that takes into account the diverse needs and preferences of your target audience. By understanding your audience, developing a strong online presence, utilizing video content, offering exceptional customer service, and embracing new technologies, dealerships can ensure a great year ahead in their fixed operations departments.