The next big challenge is already on its way — “the cookiepocalypse!” Don’t be fooled by the deceptively sweet name — the cookiepocalypse has the potential to upend the way your dealership currently connects with customers. Fortunately, there’s a sure way to protect your business from digital disaster, and it’s already in your possession — your own data.
Given today’s inventory shortage challenges, it can be tempting to cut back on advertising. After all, what’s the point in marketing what you don’t have as much inventory to sell (or something like this). But experience has shown that cutting advertising can lead to significant, long-term setbacks.
You can do everything possible to give your customers an excellent buying experience, but if the right customer leaves the wrong kind of review, it can—and probably will—negatively impact future sales opportunities. That’s why it’s so important for your dealership to actively manage its reputation online, and that includes prioritizing the positive reviews and leveraging them in your marketing materials.
As the industry changes to cater to customer preferences for online car shopping, implementing a digital retailing strategy has been on the mind of many dealers. See our chat about the role people, processes, and technology play in creating a cohesive digital strategy.
Not all digital traffic is quality digital traffic. When developing a digital marketing strategy, your dealership can learn from the mistakes of these early marketers by focusing on the right metrics and by trading in high numbers for healthy results.