There are trends dealers must understand and adapt to thrive in today’s market. On today’s show, Facebook is giving us some insight into three trends to consider as we approach the final quarter of 2021 and enter 2022. We’re pleased to welcome Bob Lanham, Facebook’s Head of Automotive Retail.
As the automotive industry settles into the fourth quarter, car dealers are focused on closing out another crazy year while simultaneously prepare for 2022. From a marketing perspective, Lanham has isolated three trends that dealers should pay close attention to.
1. Privacy First Measurement
The ad ecosystem is currently evolving to meet people’s expectations of their privacy, and online data measurements need to change because of it. It’s time to evolve your measurement process for a privacy-first future. This can be implemented by leveraging marketing mix modeling, an analytical approach that uses historic information to quantify market share.
2. A Full-Funnel Approach – Brand Marketing Drives Short-Term Sales
Looking to drive more digital retailing sessions, phone calls, leads, and ultimately sales? Research showed that 94% of campaigns that ran Brand Advertising saw an increase in conversions while at the same time seeing up to an 11% increase in brand awareness.
3. Messaging Is The New Normal
69% of people surveyed in the U.S. say that being able to message a business helps them feel more confident about the brand. Improve relationships with customers and prospects by implementing messaging today.
To learn more about these topics, please watch our interview above.
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