As ad spending stays steady, dealerships are continuing the shift to digital.
When it comes to adopting digital, automotive marketers are generally moving faster than other businesses. As this article in Street Fight Magazine explains, overall automotive advertising budgets are expected to hold steady this year, but dealerships will spend a hefty $14 billion on digital and online ads. Much of that spending will come at the expense of traditional media.
The article cites LotLinx founder Len Short, who explains that, as a result of their growing savvy, shoppers are coming to dealers armed with information, and close to a purchase decision. This dynamic makes it increasingly important for individual dealers to up their online campaign management game.