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Online marketing outweights traditional for value

An investigation into the cost-effectiveness of franchised dealer marketing activities illustrates the growing importance of the internet to successful lead generation.

Automotive web management company GForces found that marketing new and used cars via the internet currently generates 4.4 times as many leads as traditional ‘offline’ marketing techniques, such as print advertising and direct mail.

It said online marketing campaigns are also now by far the most cost effective – the ‘cost per lead’ for dealership offline activity is currently 9.8 times greater than for online marketing.

These statistics have been generated through analysis of those UK franchised dealerships that are already using GForces’ new NetDirector LeadBeast tracking software, which provides dealer principals with unique, day-to-day analysis of the cost effectiveness of their marketing spend.

LeadBeast was rolled out nationally in over 100 sales operations covering 48 locations.

Tim Smith, GForces’ commercial director, said:. “A healthy balance between on- and offline marketing is key, and by identifying where your enquiries come from, what sources are working and how much they are costing, you can run a leaner, smarter, better business.”


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