The New Year is just around the corner which means it is already time to start thinking about 2021 advertising. At the end of each year, it is important to review what really worked for your dealership, and what maybe didn’t so you know what you will want to carry over into the New Year. However, there has been quite a few curve balls in 2020 as well as market changes. The automotive world has been rapidly changing over this past year. What marketing efforts will you continue and on the other hand, how will your dealership evolve to ensure a strong start in 2021?
Staples in Your Advertising Efforts
The core marketing tactics and efforts that your automotive marketing agency puts into motion for you, that are used month-to-month, are what I like to call your “staples”. These are also the marketing solutions that we, as an agency, recommend you continue each month to ensure the best results. If certain solutions are driving strong results for your dealership, continue those into the New Year. It also may be time to assess your current budgets. Even though your current marketing solutions may still be effective, your budget could be hurting your results. With not much else to do during these times, people are on their phones more than ever. Are your current PPC and Facebook budgets where they need to be? As the market changed over this past year, so did budget allocations.
Evolving Marketing Solutions
It seems every now and then there is a new automotive digital advertising tactic introduced to us, or an existing one that has progressed. Is your agency bringing these new products to the table to help you stay competitive? While you should keep your staple efforts, it is also important to know what marketing solutions are changing and evolving so your dealership can stay ahead of the curve.
For example, according to Deloitte, 80% of U.S. consumers are now paying for streaming video service, up from 73% before Covid began. Based on these findings, your dealership may want to consider putting money toward streaming TV. Or, as previously noted, you may just need to adjust your current budgets to stay competitive.
Over the past few months, Covid has changed the way businesses operate and even how consumers go about making purchases. The shift from in person car sales to largely online sales has made companies like Carvana so successful. If you have not already, does your dealership plan on expanding your online car sales? According to Cars.com, prior to the current climate, only 54% of total dealers offered digital retailing tools. As many dealerships’ physical showrooms were forced to close, Dealer Inspire saw a 250% increase in dealer inquiries for its digital retailing solution Online Shopper. By May, car sales through Online Shopper were up 63% compared to before the pandemic hit. Ultimately, consumer expectations have changed as 71% of shoppers want to complete some, if not all, of a car purchase online.
While some consumers still prefer to buy everything in-person, whether it is their clothing, groceries or vehicle, the number of people buying their goods online is growing every day. Consumers are having necessities like clothing and food delivered right to their door, so naturally, that is now also becoming an expectation for vehicle deliveries, and more common.
Since digital marketing is evolving so quickly, your automotive marketing agency should be there to stay on top of the market and trends to lead you in the right direction. It is important to incorporate a healthy mix of new digital strategies with your “go to” marketing efforts. Now is the time to begin thinking about how your dealership wants to tackle 2021. Your dealership may want to begin ramping up the online sales, or you may be comfortable doing the majority of your sales in-person. Review what worked well for you, what didn’t and if your budget is where it needs to be.
If you would like to schedule a demo of our services, or need some help evaluating your marketing plan, contact us today! Here’s to a healthy and successful New Year!
Sarah is a well-seasoned marketing professional who kicked off her career soon after graduating Kutztown University. Starting right out of the gate in automotive marketing, she has spent the past four years excelling as an account manager, recently advancing to the senior position at D2D. She is an expert when it comes to juggling, organizing and following through with the day-to-day tasks that come along with the position. Having worked with most vehicle manufacturer brands, she has an expansive knowledge of co-op, creative requirements, and everything in-between.
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