Facebook

Of course, the modern marketer’s package isn’t complete without Facebook and Kelleher is not alone in thinking dealers’ presence here should not be overlooked.

He said: “When General Motors in the US announced it was halting paid Facebook ads because they had little impact on consumers’ car purchases, it was widely seized upon as evidence that Facebook was both overvalued and not an effective sales channel for car dealers; what was less well reported was the fact that GM wasn’t withdrawing from Facebook completely.

"GM continues to invest heavily, creating content for its own pages and has recognised its importance in building and reinforcing brand awareness and developing a personality for the business.”

Evans’ view is similar: “It is increasingly important for dealers to have a Facebook presence.

"The balance has to be right, Facebook should be information and content-led, but with the functionality to search for a used car, submit an enquiry or make a service booking.

"Facebook has become the new PR for dealers.”

Print

Motors.co.uk maybe an internet business, but Kelleher does not dismiss the traditional media and acknowledges their power and reach.

In fact, it’s partnerships with regional newspapers such as Trinity Mirror, Northcliffe Media, Scottish Provincial Press, Archant and most recently Johnston Press as well as links with national titles such as the Mail Online that has boosted the business’s growth.

And, of course, it creates the quality links that Google loves.

Evans backs this view and said: “While local newspapers don’t have the circulation they had even five years ago, it is still significant so while offline media continues to be consumed it is important to retain a presence.”

At Netcars.com, marketing director Louis Rix is reluctant to dismiss print entirely pointing out that his father runs an independent site Rix Motor Company in Warrington retailing around 150 used cars and advertises in the local media with tracking numbers showing that it still has an effect.

In conclusion then, times maybe tough, but as Kelleher says, people are still buying used cars; the trick is making sure they buy them from your business.

The final word, though, goes to Evans: “However the customer arrives in the dealership space, it is how the enquiry is dealt with which will decide the outcome.”