Your #1 source for auto industry news and content

Non-traditional Advertising: Thinking outside the box for dealership success

Retail automotive has witnessed a paradigm shift in the advertising strategies employed by car dealerships. In the past, conventional methods like print, broadcast, and online advertising were sufficient to attract customers. However, as the digital landscape evolves and regulations tighten around third-party data, car dealers are embracing unconventional advertising strategies. 

Reaching audiences in unconventional ways

Car dealerships are exploring alternative avenues beyond traditional advertising to capture the attention of broader audiences and gain market share. One such approach gaining popularity is influencer marketing. By partnering with influential social media personalities, car dealers can tap into their large followings and leverage their credibility to promote their vehicles. This strategy helps reach new prospects and generate heightened interest among car buyers. In fact, 

Content marketing is another powerful tool employed by car dealerships. By creating informative and engaging content such as blogs, videos, and social media posts, dealerships can establish themselves as trustworthy sources of information. Valuable content not only builds brand loyalty but also attracts potential customers who are actively seeking relevant content. Dealerships can cultivate long-term relationships with their target audience by providing valuable resources that address consumer needs and interests.

Personalized and targeted advertising for better conversions

In the digital age, data-driven marketing has become paramount for car dealerships to improve their conversion rates. Dealerships can personalize their advertising messages to specific audience segments by leveraging customer data obtained through opt-ins and first-party sources. This tailored approach ensures that ads are relevant and compelling, resonating with individual consumers and increasing the likelihood of conversions. Here are a few of the many avenues car dealers can acquire first-party data:

  • Website forms and surveys
  • Loyalty programs
  • Test drives and events
  • Online chat and live support
  • Social media engagement

Advanced analytics tools have also revolutionized the automotive advertising landscape. By analyzing customer behavior and preferences, dealerships can refine their advertising strategies continuously. This data-driven approach enables car dealers to create highly targeted campaigns that increase engagement and conversion rates. First-party data can also help dealerships optimize their advertising spend and maximize return on investment.

The changing landscape of traditional advertising strategies

While traditional advertising methods still have some relevance, their impact is diminishing in today’s digital world. Rising ad costs, the prevalence of ad-blocking technology, and shifting consumer behavior have compelled car dealerships to explore alternative avenues. Once a staple for dealerships, print advertisements are being replaced by online platforms offering broader reach and greater cost-effectiveness.

Television and radio ads, although still effective for local audiences, are being supplemented by digital advertising campaigns that allow precise targeting based on regions and demographics. Moreover, privacy regulations and restrictions on third-party data necessitate a shift in strategies to ensure compliance while maintaining effective targeting.


As traditional advertising strategies take a backseat, dealerships that embrace innovation and data-driven insights will have a competitive edge. By adopting these progressive methods, car dealers can reach broader audiences, increase online and showroom traffic, and achieve higher conversion rates.

Stay up to date on exclusive content from CBT News by following us on Facebook, Twitter, Instagram and LinkedIn.

Don’t miss out! Subscribe to our free newsletter to receive all the latest news, insight and trends impacting the automotive industry.

CBT News is part of the JBF Business Media family.
Anna Delvillar
Anna Delvillar
Anna is the editorial and programming coordinator at CBT News. She graduated with a B.A. in English Composition from Georgia State University. She is an enthusiastic and skilled media professional with high-caliber communication skills, and has five years of experience performing multimedia writing, editing, and publishing for automotive, tech, and small business media.

Related Articles

Manufacturers In This Article

More Manufacturer News

Latest Articles

From our Publishing Partners