The automotive industry spends around $35 billion on marketing every year. Two-thirds of that goes to variable marketing, while the remaining one-third gets spent on fixed marketing.

But are dealers and automakers getting the most out of their money? This guide explains three ways to maximize automotive marketing in today's tech-driven world.

Automotive Marketing Strategies Have Changed

Automakers redesign their models every few years, adding innovative and state-of-the-art technology. Manufacturers know they have to give consumers what they want, which means making their vehicle an extension of their home or office.

Models today have Bluetooth capabilities, satellite radio, GPS systems, and cameras. Yet, some established dealerships refuse to change their marketing strategy with the times.

Many dealers in the south prefer radio and TV to digital. They see positive results from this fixed marketing strategy. But the younger generation is skipping the showroom and doing all their shopping online.

Automotive digital marketing campaigns need to speak to the audience. That means using it to target the intended buyers in a way that connects

1. Data-Driven Marketing

The first step any dealership should take is to hire a digital team. This could be in-house or an automotive marketing agency to handle digital platforms.

This allows a trained marketing professional to use tools designed for data collecting and analysis. These tools identify the top keywords and search trends. Dealers then know how to get buyers from their smartphone into the showroom.

An automotive marketing company will have the knowledge needed to generate leads based on their findings. They use the data to build effective digital marketing strategies that increase sales and profits.

This allows a dealer to focus on what they do best - closing the deal.

2. Social Media

Social media gives dealers a huge advantage in targeting car buyers. Buyers rank social networks higher than dealership websites in their selection process.

75% of car buyers revealed internet research was the most helpful medium when searching for a dealership. This includes social media, which allows a customer to get instant reviews and view dealership incentives.

It's also a way to manage a dealership's reputation and give feedback to unhappy customers. Dealers can use replies and comments to address a customer's issue. Others will see it, which could lessen any potential damage from a one-star review.

3. Direct Marketing

Direct mail marketing is still one of the most effective ways to get customers onto a lot. In today's market, there's a new twist: using email to generate customers.

This approach is more personalized than social media. A dealer can also expand on its digital ads since there's no character limit. It's an affordable way to explain financing options to subprime buyers who don't know they have options.

Generate the Highest Quality Auto Leads Possible

Effective marketing drives the automotive industry. While some automotive marketing strategies work across the board, some should be tailor-made for each dealer.

At Cyberlead, dealers across the U.S. use our process and it could be the answer your dealership is looking for.

Check out how our process works, then contact us for more details.