Dealers are being urged to maximise digital marketing opportunities in 2013 or face the threat of being left behind, as more and more consumers search for new or used cars on mobile devices.
Mobile searches on Auto Trader increased by 81% year-on-year to 28.3 million in 2012.
Razsor, Auto Trader's sister brand, has included an 'Intel Zone' on its website to advise dealers, from digital novices to the knowledgeable, who want to maximise digital marketing opportunities.
Topics covered in the Intel Zone include the importance of a good website, why mobile-friendly websites are essential, social media top tips, mobile websites and apps, live chat, quality photography, the benefits of integrated online solutions and the importance of SEO.
Craig Stevens, group director for digital marketing at Trader Media Group said: "With more than 2m consumers now using mobile devices each month to search for new and used cars, neglecting a mobile digital marketing strategy is just no longer an option for dealers.
"Many dealers are already implementing digital marketing strategies to meet and greet these consumers on their digital forecourts and are enjoying increased leads, sales and profits as a result.
"However there are a far greater number that have yet to transition fully to a truly digital marketing culture and are subsequently failing to maximise their opportunities. The new Intel Zone will help those dealers make the transition."
Stevens will further explore the increasing use of mobiles, tablets and apps when he speaks at AM and Razsor’s Digital Marketing Conference at the Ricoh Arena in Coventry on February 13, 2013.
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
Login to comment
Comments
No comments have been made yet.