Digital marketing has become a key element in auto retailing, helping generate leads, strengthen branding, and expand dealers' market reach. However, with the advent of CDPs, AI, and other technological innovations, many dealers are struggling to make the most of their digital assets, putting their efficiency and competitiveness at risk.
On this episode of Inside Automotive, host Jim Fitzpatrick is joined by Colin Carrasquillo, Director of Digital Marketing at Nielsen Automotive Group. Mr. Carrasquillo has played a key role in helping Nielsen Group navigate the latest trends and innovations that are transforming the way dealers use the Internet to grow their business. Today, we'll share tips for maximizing the effectiveness of your digital marketing strategy and making the most of your data.
Important points
1. Carrasquillo emphasizes the importance of regularly reviewing and evaluating your digital marketing strategy to ensure it's working as intended. This includes ensuring that the customer's journey through the dealer's website matches the expected results. “Find out what your expectations are,” he explains.
2. Carrasquillo urged dealers not to lose sight of the basic principles of e-commerce amid the rapid adoption of new technology. Digital He cannot underestimate the need for continued vigilance and adjustment in marketing.
3. Simplifying your dealership's website and digital interfaces so that they are easy to use for all customers, regardless of their technical knowledge, is essential to a successful digital marketing campaign. By streamlining navigation and reducing complexity, dealers can improve customer experience and conversion rates.
Four. Dealers need to use clean and accurate first-party data to develop leads. Carrasquillo suggests vendors work with their partners to cleanse their data, and emphasizes the role that strategic segmentation and data activation play in effectively targeting customers.
Five. Carrasquillo recommends sharing customer data between different outlets within a group to maximize digital marketing opportunities and retain potential customers within a company's ecosystem. Through this method, dealers can also increase conversion rates by remarketing to customers who declined to purchase at another store in their network.
“Everything we do in the automotive space is becoming digitally driven in nature, if not already digitally driven, right? The digital ecosystem is an important part of what dealers do on a daily basis. So ultimately, examine your expectations…how you expect consumers to do X, Y, and Z. If so, you need to inspect that that is actually happening.” — Colin Carrasquillo
