By Bryan Anderson
Founder, Autobase, Inc.
The fact is that having a website is now like having a fax machine; everyone’s got one. The savvy dealer uses Internet Marketing toshowcase their inventory and services in front of an engaged and pre-qualified audience at the exact moment they are making buying decisions. The online audience is proactively asking to see your information and is paying attention. Unlike other forms of advertising, Internet marketing is nearly 100% trackable, so you not only know what you are getting from your efforts, but you can always evaluate and adjust to improve your end results.
Unfortunately, there are trends guaranteed to happen over time that will make this space an increasingly difficult place in which a dealership can succeed.
1. The number of people going online to research car buying and service options is growing every day, driving up the cost to reach them.
2. The number of your competitors jumping into this internet marketing space is growing, making it more crowded and more expensive to compete.
3. Someone is doing internet marketing better than you, generating a better profit ROI that can be reinvested into their future internet marketing efforts.
4. Someone is collecting better data from their internet marketing efforts, gaining more knowledge to use for more effective future efforts.
The good news is that dealers can address these trends by first recognizing the value and power of their own customer data. This data is best captured by a strong Internet Lead Management (ILM) tool. The real benefit comes when that ILM tool begins working hand in hand with a strong Customer Relationship Management (CRM) solution, closing a significantly higher number of Internet leads. Don’t underestimate the ILM seamlessly integrated with your CRM. Furthermore, that CRM can be used to market those leads in the future.
It is both Art and Science
The bottom line is that Internet marketing is maturing. There is a science to understanding what turns a site visitor into a hot lead and there is an art to designing an appealing website. Don’t be satisfied by saying, “we have a website.” We have to remember not to confuse having a website with having a true Internet marketing plan. Dynamic Internet marketing built on customer data is here to stay and will only grow in importance year after year. Dive deep and you will quickly benefit from the powerful tools available to you.
