The new year is a time for change, growth, and opportunity. Technology is transforming and becoming more and more integrated into our daily lives. As business owners, marketers, and civilians moving into 2023, we all need to be aware of the digital revolutions that are taking place around us. Google Analytics 4 is taking center stage in the new year in addition to artificial intelligence and the growth of visual content. At Digital to Dealer Direct, we are here to help you stay on top of the 2023 digital trends, so your dealership performs at its peak from day 1 to 365, and beyond!
Google Analytics 4 (GA4)
This July, Google will finally pull the plug on Universal Analytics, giving Google Analytics 4 its time to shine. Google has given users ample amount of time to set up GA4 accounts with the ability to capture year over year data, create new events, and explore the interface. GA4 is an event-based platform rather than its session-based predecessor. By focusing on events, we can see new metrics including Engaged Sessions, Events Per Session, Engagement Rate and many more. With less of a focus on just the quantity of users on the site and more of a focus on the quality of the user’s experience, will allow us, as advertisers and businesspeople, to provide the best possible user experience.
As an automotive digital marketing agency, D2D has already made the necessary steps to transition our clients to this new reporting platform. If your dealership needs any assistance setting up, learning about, or reporting with GA4, contact us today. We are happy to help!
Artificial Intelligence (AI) and Machine Learning (ML)
As we make advancements in technology, tasks become easier and more automated through artificial intelligence and machine learning. Artificial Intelligence is defined by Oxford Languages as “the theory and development of computer systems able to perform tasks that normally require human intelligence.” A common example of this in your everyday life is Siri or Alexa. Machine learning takes this one step further, with “the use and development of computer systems that are able to learn and adapt without following explicit instructions, by using algorithms and statistical models to analyze and draw inferences from patterns in the data” as explained by Oxford Languages.
ML can take AI to the next level by learning, understanding, and predicting next moves through algorithms. One example of this technological advancement is self-driving cars with sensors and patterns to safely get people from one destination to another. Although many of these advancements seem like futuristic luxuries, the reality is that with the continuous use of these resources, they will grow and develop until they are fully immersed in our everyday lives.
It is not new that we are living in the visual age with smartphones, computers, and digital advertising everywhere we look. Short and compelling videos have taken over the internet with platforms like TikTok and Instagram. These platforms are flourishing due to the exorbitant amount of time users are spending on the platform. In 2022, users spent around 45 minutes a day on TikTok watching a variety of content and if you are not currently utilizing this space, it could be a missed opportunity.
Engaging visual content with tight messaging is the key on short form video platforms, as attention spans are dropping. Simplify brand messages, offers, and incentives to pull potential customers into your social media pages, and ultimately your website. Take that opportunity to expand on your promotions and obtain lead information to retarget to them in the future.
With more refined data tracking in Google Analytics, advancements in AI and ML, and to the point digital content, we can achieve things beyond our greatest dreams. If you would like to hear more about 2023 digital trend topics or how to structure a marketing plan for your dealership, we encourage you to reach out and speak to one of team members. Happy holidays and happy New Year!
After graduating from the University of Delaware with a major in Media Communications, Leigh began her career working in advertising. Two years of agency experience in account management and digital marketing as an intern and full-time employee, have given her the knowledge and experience to grow in this field. She enjoys creating campaigns that drive leads and traffic for clients, in addition to optimizing and strategizing for best results.