We see it time and time again where the digital spend increases but the sales do not. Most dealers still only capture a small percentage of traffic to their site and have to rely on third parties to make up the difference. Of course this take more profit out of the deal really only provide a one time engagement with the customer.
Dealer need to own the journey. They need to know WHO and WHEN a customer is engage with their content. They need to know when does that customer switch their vehicle consideration and price point so that they can follow up in a more real time and personalized engagement. Having a digital marketing company that creates clicks, VDP's and stalks people on Face Book only to bring them back to the site just to create more clicks does not provide real actionable data to your team. As Dealers you need to know the WHO.
Remember that if the average dealer is only getting about 2 - 3 % form fills then what about the other 97% of the traffic? Who is still in market and how long have they been in market? How many site visits have they had? These are answers that should be easily displayed within you CRM. If not then you need to find out how do we get the WHO.
The most important part of digital is the recapture rate and most dealers do have any insight as to what that might be. For our dealer we find that if we recapture 15% of their traffic that is should be able to add another 15 deals per month, new or used. So remember it is important to know your recapture rate.
Keep selling and keep testing.