Thursday, January 28, 2021

3 marketing strategies car dealers should prioritize in 2021 – Mark Sokal

We’re pleased to welcome back Mark Sokal, a 20-year automotive veteran who founded Sokal Media Group and Webstreak. Now merged into one company under the name Sokal, this marketing agency has over 100 employees and well over 350 clients around the nation.

In his 18 years of automotive retail marketing, Sokal says that 2020 has been his best year yet. In fact, it has been the best year many of his clients have had as well. Like almost all car dealers, Sokal has a sales-first mentality. At the end of the day, that is what Sokal puts its primary focus on.

When the COVID-19 virus first hit U.S. markets, many people out there were nervous and worried about paying their bills. One of the first household expenditures to get the ax, was cable television, which meant that Sokal encouraged his clients to switch their traditional television marketing spend to connected TV apps and pre-rolls on services like Amazon Video, Hulu, and others. Once dealers made this shift, it really turned the tides for their businesses. Sokal makes it incredibly easy for clients to create promotional materials for CTV with their in-house production, and graphics services.

Sokal says that the increase in social media advertising is likely here to stay as well. With screen times rising, platforms like Facebook will continue to be an integral part of marketing success. The third marketing strategy that Sokal believes dealers should prioritize in 2021, is creating consumer engagement with the dealership website. In fact, one of Sokal’s high volume dealer clients found that 96% of the cars that they sold, came from customers who visited their website in the last 45 days.

To hear more from Mark Sokal, be sure to watch our entire interview above.


Did you enjoy this interview with Mark Sokal? Please share your thoughts, comments, or questions regarding this topic with host Jim Fitzpatrick at jfitzpatrick@cbtnews.com.

Be sure to follow us on Facebook and Twitter to stay up to date or catch-up on all of our podcasts on demand.

While you’re here, don’t forget to subscribe to our email newsletter for all the latest auto industry news from CBT News.

CBT News
CBT Automotive Network is a multimedia broadcast platform serving automotive professionals. With interviews featuring the biggest names in the industry, daily newscasts following top stories, up-to-date market data, and exclusive articles covering the latest industry trends, CBT is the leading voice of the retail automotive industry.

Related Articles

The Weekly Automotive Market Minute for January 27, 2021

Welcome to the Weekly Automotive Market Minute with Jim Fitzpatrick: This week’s retail SAAR of new car sales came out to 13.07, an 8.8% increase...

Investment activity for automotive tech companies starts off strong in 2021

Welcome to another edition of The Friday 5 with Steve Greenfield, Founder and CEO of Automotive Ventures, an auto technology advisory firm that helps entrepreneurs raise money...

Facebook & PureCars joint-study reveals key social marketing findings for car dealers

Measuring and attributing social media marketing campaigns to offline sales is often tricky for car dealers. Recently, a joint study ran by Facebook and PureCars, focused on the impact...

Latest Articles

The Weekly Automotive Market Minute for January 27, 2021

Welcome to the Weekly Automotive Market Minute with Jim Fitzpatrick: This week’s retail SAAR of new car sales came out to 13.07, an 8.8% increase...

Investment activity for automotive tech companies starts off strong in 2021

Welcome to another edition of The Friday 5 with Steve Greenfield, Founder and CEO of Automotive Ventures, an auto technology advisory firm that helps entrepreneurs raise money...

Facebook & PureCars joint-study reveals key social marketing findings for car dealers

Measuring and attributing social media marketing campaigns to offline sales is often tricky for car dealers. Recently, a joint study ran by Facebook and PureCars, focused on the impact...

4 strategies to get the maximum effort from your entire team

As the new year begins, dealers are looking to get maximum effort from their entire team. Celebrated trainer, speaker, and CEO of DealerPRO Training, Don...

How dealership teams can come together and thrive under difficult circumstances – Mike Robbins

As business leaders, dealers are constantly looking for ways to build strong cultures of high performance, trust, and belonging. Mike Robbins, speaker, coach, and former...