Thinking differently can cause some anxiety. Just ask Katie Couric & Bryant Gumbel circa 1994. But there’s no escaping the fact that today’s audiences are honing their shopping skills and expectations by interacting with brands that are curating a personalized experience. Think Amazon, Netflix, Spotify and Google. I know, I know. None of these companies sell cars! But the data is in, and what works for them can work for you.
We’ve been talking a lot lately about “audience” and “Audience Management”…but what do these terms really mean and why should you care? Before we dive in, let’s just say this…you should care because the payoff is simple. In fact, our data shows that although managed traffic only accounts for 40% of a dealer’s web traffic, it actually drives 60% of vehicle sales.
By Rob Campbell- Performance Improvement Consultant
For as long as there have been car dealerships, salespeople have been trained and have used some form of steps with great success. Once I learned the steps and mastered the art of personalizing that road for each customer, it was a powerful and extremely profitable way to sell cars. But over the last few years, I’ve had a number of dealers tell me the road to the sale has dramatically changed. Are they right?
In April 2012, Google put their foot down, releasing the Penguin algorithm update. The algorithm change was meant to demote spammy sites who used link building schemes to boost their sites, essentially creating a better user experience. Since then, they have released five more updates, with the latest, Penguin 3.0, on October 17. This last update continued to rollout through Thanksgiving weekend. Not sure if Penguin has affected you?
By Bill Cress - Performance Improvement Consultant
According to the Movable Ink, as of April, 2014, 47.2% of all emails are read on a smartphone and 18.5% are read on a tablet. In other words, about 66% of emails are read on a mobile device. What this means for car dealers is quite simple. The email you just sent was probably not viewed on a desktop or laptop – it was probably read on a mobile device. Here are a few best practices I’ve learned from working with different dealers that can help you reach your mobile email customers.
For many consumers, the mystery is gone from the car sales transaction. The Internet has leveled the playing field for negotiating car deals while dealers and car salespeople find it increasingly difficult to hold gross on a car deal. In the last article of the series , we noted that the NADA says the current net profit on a new car sale is down to $69 from $111 in 2012. While this is alarmingly low to those who don’t follow the industry, many new car departments were losing money in 2009 and 2010 during the recession.