It's time for automotive to not only catch up with the rest of the digital marketing industry standards but exceed them. You are collecting massive amounts of data each day which can drive an incredibly sophisticated machine assisted optimization strategy. One which wastes considerably less money, responds to market changes in an instant and spends your money where it measurably drives results." David J. Berger, Co-Founder & CTO
Your dealership produces huge amounts of useful data. Unfortunately, it's spread across multiple platforms which do not speak to each other. Using marketing technology, we can compile all your data into one place. This allows us to create a single larger set of "Big Data", your data, empowering us to create an accurate picture of what's happening in your dealership right now as well as uncover patterns over time.
Computers love processing data. They are exceptional at uncovering patterns in large sets of data. And they never sleep (unless you stop moving the mouse for more than 15 minutes) or take bathroom breaks. Computers will learn what drives results into your store, what does not drive results into your store and everything in between. That knowledge is then used to drive your marketing, building on the success it creates for you.
AI is reshaping marketing and marketing technology as we know it. Machines uncover patterns and churn out ROI reports at the speed of light. AI puts this all into context. AI connects the “Big Data” from Google, Bing, display and other platforms to the patterns it uncovers which work for you. Bidding in real time based on millions of criteria, all with the intent of spending as little of your money as possible to drive the maximum result.
We get this is pretty heady and complex stuff. However, we're car people and we've structured the campaigns and the analytics so they are easy to understand. Not because they are dumbed down but because they are structured like you know how cars are sold. How inventory issues are managed. How programs are marketed and how areas and people are targeted. It's as high-sense as it is high-tech.
Odds are you are spending too much money on poor sources of traffic. This could be anything from low performing keywords to misplaced display advertising. With Big Dealer Data your campaigns are optimized at the point of click based on the statistical likelihood they will result in a positive measurable outcome. More clicks do not sell more cars. More quality clicks than you are getting now will. Wasting ad dollars on poor clicks means you're missing good clicks. By raising the average visitor quality we fill the opportunity funnel with more prospects at a lower cost per. Then we use the un-wasted budget to buy as much of the quality traffic as we can.
People no longer walk the lot as frequently as they “walk the site”. The more time people spend on your site, what they look at and how they behave is the number one precursor of success. However, the source of traffic form keyword to display ad context MUST be taken into account and evaluated individually to truly understand where your money is working, and where it is wasted. By initially optimizing around the Key Performance Indicators (KPIs) which identify the most interested digital 'ups' we immediately begin identifying where your spend is likely to yield results or be completely wasted.
Location. Location. Location. The more things change the more they stay the same. Manufacturers provide pump reports for a reason. Analyzing your CRM and 'heat mapping' sales history also shows us where people are willing to drive from to do business with you. Combining all of this data gives us a starting point for where and how to target your campaigns. Telling us what we need to defend and where pump opportunities exist. From there machine learning takes over and will adjust bids in real time based on where the user is sitting or where big data systems know they live. Another example of state-of-the-art technology working to accomplish tried and true industry principals dealers have relied on for decades.
Dealership websites come out of the box pretty standardized. Whether they are factory mandated “Big Box” sites or some other auto dealer specific product they are template based. At best, unique copy is scraped from the older site to make it a bit more unique. Putting work into a website from copy to landing pages to articles etc. is essential for digital marketing success. There are many settings which can be optimized as well to assist with automating necessary business functions while contributing to a better user experience for your customers. Sometimes the marketing placement is not the problem. We monitor campaigns closely to understand what we need to do to the website to help the marketing match the demands of the audience. Big data and split testing help us make your digital showroom more appealing. Working “both” ends towards the middle is the only way to get your marketing running on all 12-cylinders.
Again, same tried and true growth strategies accomplished in a newer medium using state-of-the-art technology. How a dealership ultimately grows has not changed. The methods one uses to drive this growth are entirely different in the digital age. They can be smarter. More connected. Hyper accurate and self-optimizing.
Our strategy worked. We found deals from adjacent zones which they are on the border of. We slowed the growth of their competitors. We used good old-fashioned strategy to uncover where their leases or financing were competitive and conquest millions of eyeballs for hundreds of dollars. Their budget remained static. We were simply able to get more by being less wasteful, more strategic and thus more impactful.