Dealer Forward: Personalizing Engagement – Everywhere

Welcome to the special marketing edition of Dealer Forward: Reimagining Retail for the Automotive Industry Segment – Powering personalized experiences. In today’s episode, Katie Wilkins, Senior Director of Product Management at Dealer.com and Cox Automotive, and Guy Mitrano, Director of Digital Operations for Subaru of New England discuss how dealers can leverage data to personalize marketing initiatives and increase consumer engagement on any channel.

According to Wilkins, in today’s market, it’s important for car dealers to pay just as much attention to their websites as their showroom floors. With sophisticated data enabling a highly personalized experience, the best approach is to meet the expectations of consumers wherever they might be in their car-buying journey.

Smart advertising means identifying and targeting an audience that is likely to buy. Digital retailing tools, traditional TV ads, and connected TV make it easier for car dealers to place targeted, measurable digital campaigns. Outbound marketing is only half the battle, however. It’s just as important to make sure retailers have a highly visible online presence, so it’s easy for potential customers to find your dealership. Staying active on social media and optimizing your website for search engines has become especially important recently with consumers doing more business online. Wilkins and Mitrano discuss all of this and more, today on Dealer Forward.

For steps on how to enact the right digital marketing strategy for your business, download step one of our Digital Presence series of ebooks at Dealer.com/Evaluate. Did you miss the last episode of Dealer Forward? Catch up on the series here!