Most automotive dealers will set their annual marketing budget to focus mainly on traditional advertising methods (print, TV and radio) and while these sources produce positive results, they may no longer match the ROI from just a few years ago. This is partly due to the internet changing the way many dealerships approach marketing, as they do not want to miss out on connecting with a potential customer searching online. Companies are now having to funnel funds or increase their advertising budgets to maintain a web site and pay for exposure.
What many automotive marketers forget to do, even when their campaigns are successful, is to combine traditional marketing with digital marketing.
A great example of this would be a dealership who creates a direct mail marketing piece utilizing specific data and then not following up a week or two later with an email campaign. Generally when you purchase marketing data, the list will contain an email address for each consumer you mailed a postcard or promotional flyer to. By sending an email campaign 1 to 2 weeks after the mailing goes out, you’ll reinforce your marketing message and you’ll reengage the prospective customer.
By combining the two methods (traditional and digital), you’ll increase your brand awareness and the number of leads you’ll receive.
Consumers are adapting the way they want to receive information, so make sure you are not missing out on the digital world profits if you personally prefer traditional marketing methods.
In addition to traditional and digital advertising, Worth Advertising Group also offers targeted data list marketing, social media services, SEO and email marketing.