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Advances In Digital Marketing:

How Online Marketing For Dealerships Will Change In 2018 And Beyond


This year, it's vitally important that your dealership tighten up its marketing strategy for the 2018. Here are 5 of the top marketing trends you should be aware of.

Digital Marketing Trends For Dealerships 2018

1. Visual Content Will Dominate

Visual content fares far better than text-based content in the digital realm. The brain processes visual information 60,000 times faster than it processes text, which is pretty compelling evidence to switch over to visual content if you aren’t already. Additionally, 90 percent of the information transmitted to the brain is visual.


Using visual content speeds up comprehension and retention of information, good things for marketing teams to strive for and seek after. Even better, visuals can enhance emotions and feelings in consumers, which makes it an important trend to incorporate into your brand’s digital identity. Things like logos, infographics, photos, animations, and even website designs are key, and they aren’t going away.


Why Visual Content Is King

brandongaille.com

2. Interactive Content Entices Conversions

Engagement is key in the digital market. You don’t want potential consumers to, well, merely consume content; if you can get them to interact with your content, you’re a step ahead of the rest. 36 percent of static content generates conversions moderately or very well, compared to 70 percent of interactive content generating conversions that well.


“By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios,” said Scott Brinker, author of ChiefMartec.com. “It’s a great way to capture attention right from the start. Individuals have to think and respond; they can’t just snooze through it.”


Did you know the most popular page on the New York Times website in 2013 was a quiz?


Using interactive content also works as a competitor differentiator, and it’s effective when it comes to educating buyers. This is especially desirable in a landscape that has consumers leaving traditional shopping methods behind and turning to online reviews, research, and shopping.


Digital technology is growing more advanced with each passing year, so the potential for interactive content is seemingly endless. Some examples of interactive content you could incorporate into your brand’s digital repertoire are: quizzes, polls, contests, calculators, and more. You just need to determine which type would work best with your audience.


Dialect Map

New York Times

3. Take Advantage Of New Facebook Ad Options

If it’s been said once, it’s been said a thousand times: marketing via social media is crucial in today’s day and age. Considered a “low cost, high ROI approach”, one social marketing tactic you could employ is to promote stories on Facebook News Feeds to gain favorable coverage. This circumvents publishers and cuts right to the chase, posting your content directly to social sites for exposure.


From new audience discovery tools for the automotive sector to Facebook Messenger bots, there are innovative ways to reach customers using methods that are less of an intrusion.


Brands could also offer social media users rewards like discounts or even cash to promote products or services. For example, a restaurant could provide a 10 percent discount to customers who share a picture of their dining experience on social media and tag the location. Visual content shared on a widespread social media platform with a location tag? That’s pretty good.


The takeaway: don’t rely on the typical outlets to deliver awareness and garner traffic. Think outside the box and try new things in social marketing.


Facebook Messenger Bots

4. Dealerships Will Invest In Video Marketing

In 2014, a vlogger put a Go-Pro camera on his dog’s back to see how the dog spent his day. Audiences, it turned out, were also curious and the video went viral.


As it turns out, big budgets are not requisite for a successful campaign. After all, a good idea is a good idea, regardless of budget. Adaptable marketing teams who can keep up with the times will come out on top.


Video Marketing Statistics For Dealerships 2018

5. Enhancements To In-Store Experiences

According to Digital Marketing Institute, nearly three-fourths of millennials are willing to receive location-based mobile alerts.


With the changing technology, brands need to find new ways to interact with customers both live and in-store. The blend of physical marketing with modern digital elements is known as “beacon technology,” and the installation of over one million beacons were forecasted for U.S. retailers this year.


The beacons are physical landmarks that send signals to mobile devices, allowing shoppers to scan in-store products to read reviews and check what’s in stock. Retailers can also use the beacons to send push notifications to shoppers advertising deals throughout the store (example: Target).


“In order for retailers to compete with the 800lb gorilla that is Amazon, they must provide shoppers with a unique in-store experience with tailored-made engagement,” said Eric Newman, vice president of Products and Marketing at Digby. “Leveraging location-based marketing through a retailer’s branded mobile app allows retailers to drive traffic through relevant, contextual mobile marketing.”


Dealership Enhanced In-Store Experience

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