Growing use of ad blockers means that dealers will have to get increasingly sophisticated in their use of online marketing, said e-commerce specialist iVendi.
James Tew, CEO, pointed out that online marketing would have to change after Apple incorporated ad blocking capabilities to its new iOS9 operating system and the technology became more widely used on Windows PCs.
He said: “Over the last few years all advertisers – including those in the motor industry – have often used online ads in a fairly blunt manner, just getting in front of as many people as possible.
“This type of advertising has never been popular with those using the internet and there has been a move over the last couple of years that has seen increasing use of ad blocking technology.”
Tew said that, over a period of time, online marketing would have to become “smarter” and more targeted than the “scattergun approach” currently employed by some car dealers.
He said that online marketing would be used to target individuals based on what they know about their needs and preferences, adding: “Most people already see a version of this approach through their use of Facebook or Sky Adsmart, which can target campaigns at a particular demographic based on age and postcode, for example.
“This is something that we have already been starting to work on, giving dealers tools that enable them to learn more about potential customers through their social media activity, for example. With this kind of information, they can communicate the correct proposition to each person, making their advertising much more efficient.”