The tools dealers need to connect, engage, and convert shoppers online are continually changing. The way the consumer is using technology to shop for a vehicle is also changing. Consumers are more likely to call a dealership than submit a lead form from a smartphone.
Some things never change and companies that provide incentives or immediate gratification are always needed in the sales process. We salute the marketing pioneers in the automotive industry that continue to enhance existing products and deliver new solutions to make our industry grow.
In 2016, dealers are taking a fresh look at website merchandising. Dealers are starting to use heat mapping tools, Google Analytics, and Google Tag Manager to inspect engagement of website pages. The days of measuring marketing ROI on Cost-per-Click (CPC) or Cost-per-Lead (CPL) are rapidly becoming obsolete.
Dealers need to be able to inspect the click engagement on every page that a consumer visits to inspect their website merchandising investments. Dealers need to KNOW what consumers want to see on their website pages, and that can be confirmed through new tools to measure engagement.
For full coverage on what makes these the best automotive website platforms, order the 2016 AWA Book.