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Advertising feature - Thoroughly modern marketing

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Introducing a Dealer Masterclass 2019 commercial partner.

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Thoroughly modern marketing

The motor retail industry has accepted low conversion rates as the norm for too long, failing to better understand and act upon some of the root causes. However, forward-thinking dealer groups that are implementing well-planned and well-executed digital marketing campaigns recognise their ability to produce measurable change that helps to increase sales conversion and service retention.

In our ‘always on’ connected age, the ways in which businesses can interact with consumers are more numerous and more direct than ever, which means that car dealers have a wide range of options when it comes to their digital marketing. That said, while the possibilities for communication have broadened, dealers must be shrewd in selecting the right method for each prospect and circumstance.

In this respect, bespoke programmes that can better connect dealerships with their customers are essential.

Marketing Delivery adapts and automates these programmes to make use of the technology favoured by those customers – which means our contributions typically secure higher engagement rates as a result.

Our digital campaigns deliver a programmatic schedule of communications in the sales and aftersales cycles for our clients, without removing the element of personality from the dealership experience.


Hold the phone

Successful follow-up on new car sales, or prospecting for aftersales work, should not rely on staff making a high number of speculative phone calls. In fact, too heavy a focus on telemarketing could prove to be a hindrance to effective lead management.

Bespoke research commissioned by Marketing Delivery found significant variances in consumers’ preferences for communication, depending on the purpose of the message and which party was instigating the contact. Email was by far the most favoured method of inbound communication (i.e. from a dealer) for consumers, both for car sales (47.6%) and aftersales (48.3%). Only 24.5% of respondents said they would prefer telephone contact regarding a new car purchase, and just 19.7% favoured receiving a call to discuss service and MOT work.


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