I think the part of the automotive business I love most is dealers’ unquenchable thirst to improve. Whether it’s selling more cars, improving close rates, being more efficient, staying ahead of tech trends, or constantly adapting to consumers’ preferences, the work to get better never stops.
I was recently at Digital Dealer 15 in Las Vegas teaching a session on why consumers often don’t buy from the dealer the lead is initially sourced to. I shared some of our exclusive CarsDirect consumer survey data on the reasons they gave us for walking away (see the below article for excerpts from this survey). We discussed contact rates, quoting pricing, and inventory sourcing, among many other topics.
The desire to bring real, tangible ways to improve results back to the dealership was very strong throughout the Digital Dealer conference. Most of the training sessions were packed, and the workout groups were also filled with a sense of urgency. As a lead provider, today CarsDirect is connecting consumers to dealers in so many ways – through our auto community, through mobile technology, desktop, and providing content where the end result isn’t always the traditional email lead.
As an Internet company, we are moving quickly, but so are you, the dealer – by tracking impressions, click through rates, and trying different advertising messages to improve the those click through rates. There is a new level of targeting taking place, and dealers are finding the exact demographic they are looking for. We’re connecting dealers to their ideal target audiences through email, phone, chat, text, driving traffic, and on our enthusiast sites, forums, and classified sites.
We’re also seeing dealers tracing the consumer after they leave our pages, on to their own website pages, and retargeting once they have abandoned those. Today’s savvy and talent is better than ever before when it comes to dealership individuals working to learn more about digital marketing, and how to improve and stay ahead.
We’re going to be right there with you every step of the way through this innovation renaissance. Cheers to the bright future ahead!
VP Sales, CarsDirect