F&I and Showroom

NADA 2014

F&I and Showroom, the industry's leading source for F&I, sales and technology

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Page 33 of 49

Technology ©ISTOCKPHOTO.COM/HH5800 3 PILLARS OF DIGITAL MARKETING Media strategist says digital marketing's three core principles will not only help you cut through all the tech jargon and acronyms, they'll serve as your guide in this everchanging marketing space. By Joe Mescher T his year, U.S. auto industry sales are projected to rise from 15.5 million units to 16.4 million vehicles. If realized, that total will represent the highest level for car sales since 2006. So is your operation prepared to achieve record sales? To be sure, you need answer these two questions honestly: Have you embraced strong website fundamentals and progressive digital advertising in a way that will generate more proftable customer relationships and sales? Or are you managing your digital presence the same way you did in 2006? Don't be thrown by all of the jargon 30 F&I and Showroom NADA 2014 and acronyms that are pervasive in the digital marketing space (e.g., payper-click, click-through-rate, cost-perclick, etc.). Building a strong digital marketing foundation and capitalizing on the most advanced technology is simple if you adhere to the three following principles: No. 1: Employ a Concise, Universal Message The mistake I see dealers frequently make is complicating their advertisements by doing things like using industry jargon. Another common error that confuses consumers is trying to combine too many messages into one. While complex messaging and images may sound intelligent and look appealing, you only have three seconds — at most — to grab someone's attention, so you have to make them count. A simple message that aligns across all marketing channels eliminates confusion and increases the transparency and credibility of your dealership. In our highly competitive industry, messaging across all mediums (website, traditional and digital advertising channels) must be singularly focused on what makes your dealership different from the one down the street. Do you provide a warranty that local competitors don't? Or do the vehicles

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