Marketing Insights & Articles | Learning Center | Cox Automotive

Working Deals in a Digital World September 14, 2018 Dealerships have arrived at a moment of unprecedented opportunity, where it’s now possible to drive increased efficiency, profitability — and even customer loyalty — at the same time. More and more, car shoppers are ready to start — and even make — deals online. Thanks to a convergence of high consumer expectations, rapidly evolving technologies and a greater understanding of online behaviors, the stage has been… Read Article

Digital Retailing Dealership Experience Customer Handling Marketing

Data Reveals New Car Merchandising Best Practices August 15, 2018 Strong new car merchandising can differentiate your dealership from the competition and drive consumer preference for your inventory. In fact, data shows that shoppers are more likely to engage with well-merchandised vehicles.1 The good news? Autotrader’s search results are now not only based on shopper search criteria, previous shopping behavior, price and distance of vehicle to the shopper, but also on how well your inventory listings… Read Article

Research Advertising Merchandising infographic New Car Best Practices Marketing

2018 Vehicle Tech Features Study August 10, 2018 In-vehicle technology has significantly increased in importance to vehicle shoppers over the last four years. In fact, vehicle tech now ranks ahead of exterior styling when it comes to deciding which car to buy.1 The Vehicle Tech Features Study can help OEMs and dealers more effectively target in-market shoppers, close more sales and upsell tech features to new and existing customers. This study surveyed 2,554 geographically dispersed… Read Article

Research Vehicle Tech Marketing

Take the guesswork out of your digital ad strategy and optimize your marketing spend August 1, 2018 The good old days were so much simpler. Car buyers would hit the weekend newspaper classified ads and head out to dealerships; advertising and marketing was a matter of updating the circular, publishing the ads, putting out new hangers and ordering door clings. Things are a little more complicated today. But it’s not a bad thing. Digital channels have empowered consumers during the car shopping process,… Read Article

Advertising Performance Metrics attribution Marketing

Four essential strategies for successful digital advertising July 24, 2018 WELCOME TO THE “DIGITAL FIRST” ERA Digital advertising has evolved from a component of dealership marketing to the cornerstone of effective strategy. Cox Automotive's 2018 Car Buyer Journey study shows that nearly all car shoppers turn to the internet to research and consider their next automotive purchase. The same study also reveals that at the start of their shopping journey, 2 out of 3 shoppers do… Read Article

Websites Advertising SEO & SEM Marketing

The Big Takeover: Coordinated Online Campaigns Maximize OEM Marketing July 20, 2018 This case study shows how two OEMs used digital advertising takeovers of third-party site homepages combined with well-timed multi-tier ads, editorial, social media content and retargeting to accelerate make/model awareness and engagement online. Learn which online marketing tactics were most effective at influencing shoppers at multiple touchpoints during the consumer car buyer journey, from research and shopping activities down to conversions at the dealer level. THE… Read Article

Advertising Case Study Marketing

Keys to Personalized Marketing on Dealer Websites June 29, 2018 Anyone who has browsed the “recommended for you” section of Amazon knows that curated shopping experiences provide convenience and enable shoppers to find relevant merchandise faster, which is key to building brand loyalty. In the automotive space, the prevalence of online vehicle research, as well as the resulting increase in available consumer shopping data, has made it possible for dealers to bring new levels of customization… Read Article

White Paper website personalization Marketing

Research Shows How Strong Merchandising with Used Cars Gives You an Edge June 4, 2018 Regardless of whether you're a franchise or an independent dealer, you can set yourself apart from your competition, and drive influence and preference with strong merchandising. In fact, because data shows that shoppers are more likely to engage with well-merchandised vehicles,1 Autotrader’s search results are now not only based on shopper search criteria, previous shopping behavior, price and distance of vehicle to the shopper, but also on merchandising.… Read Article

Research Advertising Merchandising infographic Used Car Best Practices Marketing

Telling Your Value Story Through Photos May 2, 2018 The goal of online merchandising is to differentiate your inventory and your dealership from the competition in a crowded marketplace. To get consumers engaged in the process of purchasing from you, your online merchandising must create value in the minds of shoppers. Your goal is to influence shoppers to choose you. The photo tips presented here are best practices that can be implemented on your dealership… Read Article

Advertising Merchandising Best Practices Marketing

Every Picture Sells a Story May 2, 2018 The Power of Pictures Study looks at how online images can motivate a car buyer to seek out more information and what images are most important to them when they’re researching and shopping online. Quality photos of online inventory are a critical part of the vehicle merchandising that is essential to optimizing the effectiveness of advertising on third-party sites, like KBB.com and Autotrader.com. In fact, because data… Read Article

Research Advertising Merchandising New Car Used Car Best Practices Marketing