Automotive analysts predict a slump in sales in 2019 compared to 2018. Even though the U.S. economy and industry remain strong, manufacturers are pressured to concentrate on competitiveness and cost-cutting. But to truly succeed, brands and dealers need to do more than refer to the traditional playbook of seasonal sales, dealer incentives, and broadcast marketing. To win, brands must also update the marketing playbook to optimize the digital journey of car shoppers.
Join Strategic Account Manager Ali Shirk, David Auto Group President David Kelleher, and Google Automotive Account Executive Angie Cucco as they share the transition of David Auto Group's marketing plan that went from traditional to digital marketing. With guidance from his digital marketing partner and Google in shifting his media budget from traditional to digital, David increased profits by 37%. His internet leads went up by 26% and in-store traffic increased by 22%. This session will explain the marketing approach that allowed him to spend less money while selling more cars than he has in 25 years.
Primary Learning Objectives:
- Learn how to use a combination of awareness and search click capture tactics (video + paid search) to drive market share of interest/sales.
- Discover more ways to win auto intenders with video.
- Learn how to ensure you are investing the proper budgets in ready-to-buy micro-moments and how to track results.