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As digital advertising expands, dealers are embracing the shift. In fact, they’re transitioning from traditional media more quickly than many other industries. And while there are many reasons this is the smart strategy, perhaps the most compelling is also the most logical: that’s where the customers are.
It’s just one of the vital topics Casey Jenkins focused on in our recent Power to the Dealer webinar. To illustrate how the digital world has transformed how we all interact with the world, Casey cited Uber, Facebook, and AirBnB – just a few examples of industry-leading digital services that have disrupted their traditional counterparts.
There’s little doubt that digital is also disrupting how auto dealers reach potential customers. And that shift benefits both sides of the conversation, because it provides a valuable alternative to traditionally one-sided outbound communications channels. (Casey insightfully refers to these as “self-serving” channels.)
The precision targeting digital offers enables dealers to reach potential customers where they are: online. And, they can communicate with those shoppers in a way that truly speaks to them, while offering something they actually want.
As we’ve previously discussed, if you’re trying to reach customers by casting a wide net, you’re wasting money. When you meet the customer on their territory, you arrive at the sale more efficiently – and save money.
To drive her point home, Casey cited hockey player Wayne Gretzky’s famous quote: “Don’t skate to where the puck is. Skate to where it’s going to be.” Well said!