However, dealers’ efforts to promote themselves online still show room for improvement. Of the 300 dealers attending last month’s EurotaxGlass’s conference on the internet, 79% agreed that the web-savvy customer is less likely to remain loyal to a particular dealership.
Also, 44% of the delegates disclosed that they had spent more than £50,000 on developing their corporate website, yet a significant proportion – some 18% – admitted to spending less than £5,000.
Trader Media Group’s Nick King said most dealers should be spending half of their marketing budgets on their websites. When surveyed about search engine marketing, 26% of respondents said they did not have a search account. Of those that did, 27% hold accounts with more than one search provider.
Kevin Gaskell, EurotaxGlass’s group chief executive, said: “It is essential that dealers communicate their key sales messages online, in front of their target audience, during the research phase.”