3 Key Strategies for Brands to Effectively use their Digital Marketing Budget.
The automotive industry’s approach to marketing is evolving as consumer shopping behavior continues to adapt to emerging technologies. According to Google, more than 90 percent of car buyers research online before they buy. Consumers are interacting with brands through digital properties – whether they are brand or dealer-driven.
It has become increasingly critical to develop a consistent and organized brand voice. A concise brand voice will ensure that relevant information is both presented and engaging to your potential customers. Working with a strong digital marketing program will help you to ensure that dealers are bought into your strategy and that, through your combined efforts, your brand is consistent, organized, and, most of all, effective.
As we look forward to the new year, it is a great time to reflect upon this past year, and develop both a short-term and long-term approach to how to best move forward. Here are a few steps to develop that plan:
Year in Review – To understand how to move forward, it’s important to know what has and hasn’t worked. This will help identify where a shift in the program is needed. Review dealer feedback, program performance, and industry trends to better understand what is driving key results.
Ongoing Education – Digital marketing tools, techniques, and practices are constantly evolving at a rapid pace. Staying up-to-date on the digital marketplace and new selling techniques is critical in annual planning. Do your own research or connect with your digital provider to discuss what trends will be impacting future business and how to best prepare.
Try Something New – Research new digital marketing tactics and tools, like a digital retailing, to determine what may complement an existing digital marketing program. Structuring a first phase "pilot" can bring awareness to which tools to consider for next year’s plan or where to shift existing resources moving forward.
At Shift Digital, we have more than 20 years of experience working with automotive brands to develop tailored marketing and sales that maximize brand standards and adherence and increase retail sales. Learn more about our experience in our Case Studies.
