Digital marketing is a big umbrella that combines several profit centers and is a key factor in attracting new customers to a business. Digital marketing also accounts for a large amount of the standard dealership’s advertising budget. Due to its importance in business growth and high monetary value, the best practice for digital marketing is to consult with a third party to conduct a digital marketing audit.
According to the U.S. Bureau of Labor Statistics, there was increase in vehicle purchases from 2018 to 2019. The increase in purchases represents a significant investment on the part of the customer, likely one of the largest they will make in a lifetime. Dealers can assist customers in protecting their investment by urging them to ensure their vehicle is receiving the proper care and maintenance through the dealership’s various marketing channels.
Many dealerships dedicate a significant portion of their advertising budget to campaigns such as e-blasts, TDMs and Facebook advertisements, with the intention of reminding their customers to schedule routine maintenance checks for their vehicles. According to the National Automobile Dealers Association (NADA), advertising ranks only behind payroll and rent as a top expenditure on a dealer’s financial statement. As a top expense for dealerships, it should also be a top priority to ensure the integrity of the advertising dollars spent and to achieve as much as possible out of your digital marketing strategy.
This can be accomplished by looking at the content, number of channels, effectiveness, and reach of your digital marketing strategy. DHG’s digital marketing audit team assists you in determining that your digital marketing strategy is helping you get the most of your investment. Allowing us to help you service your digital marketing footprint by conducting audits is no different than recommending regular service on a customer’s vehicle. Small investments now can yield long lasting returns.
While our primary goal is to ensure that your investment is providing returns, we also want to ensure that you understand the strengths and weaknesses associated with your digital marketing strategy, so we can help you correct, as needed. For example, we can assist you in conducting a content deep dive on your site, a paid search review on your core models, checking your site speed or conversion SEO opportunities. We can help align your goals to your marketing strategy to drive profitability, efficiency, and sales.