AM Online

Dealers still missing online classified basics

Images, extensive descriptions and an intuitive pricing strategy are all essential if dealers are to maximise their presence in the online classifieds, according to Neil Addley, managing director of Trusted Dealers.

He said: "The single biggest tip yet still the most basic mistake is the use of images. There are still many dealers without photos on their websites or on internet-based classified directories. It’s quite simple: if a car doesn’t have photos, it won’t sell."

Addley will share the experience and best practice gained from running Trusted Dealers, the recently established online used car website which is ‘owned’ and managed by its franchised dealer members, at AM and Razsor’s Digital Marketing Conference which takes place at the Ricoh Arena in Coventry on February 13, 2013.

As part of a workshop session which explores ways to make the most out of online classifieds advertising, Addley will be joined by Marc Thornborough, commercial director of Autotrader’s Go To Market dealer portal. The workshops have been designed as informal ‘breakout’ sessions from the main conference allowing delegates to gain practical advice.

As well as ensuring a range of images are uploaded with every used car advertised for sale online, Addley’s advice also includes comprehensive descriptions which are easily understandable by browsers.

He also advises dealers to be choosy when selecting classified partners and to apply a careful and vigilant pricing system to ensure stock is neither over nor underpriced and can be readily ‘found’ by browsers looking for their next used car.

He added:  "I would be selective and only advertise relevant vehicles on certain classified websites; it’s more targeted and cost effective. It’s about spending your available budget wisely and spreading it as far as you can."

For more information on the Digital Marketing Conference including details of how to book, visit www.amdigitaldealer.co.uk

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