Digital marketing for an automobile dealership can be highly complex and requires multiple processes and tools working together. Utilizing the vast resources of Cox Automotive and its top-performing dealer clients, this course will identify and prioritize the processes and strategies necessary for sustainable high performance. In addition, KPI benchmarks will be utilized to measure success and provide a road map for each dealership to improve its Internet effectiveness, social media engagement, and digital advertising reach. Learners will also be able to evaluate digital marketing effectiveness.
- OEM Dealer Contact Personnel
- Dealership Management
- GSMs
- Sales Managers
- Digital Marketing Managers
- BDC Managers
- Dealership value proposition
- Inventory merchandising and marketing
- Dealer website fundamentals
- Search Result Page (SRP)
- Vehicle Detail Page (VDP)
- Search Engine Optimization
- Digital advertising
- Lead response / CRM
- Digital Retailing/Connected Retail
- Social Media marketing
- Reputation Management
- Attribution modeling
- Previous month’s total CRM sales opportunity entries for new and used vehicles (ups, phone calls, texts, emails, form submissions, etc.)
- Previous month’s number of new and used car retail units sold
- Apply best practices and processes to improve digital performance.
- Validate the dealership value proposition(s) to resonate with buyers’ expectations.
- Create a Digital Marketing Action Plan to improve the dealership’s performance utilizing KPIs and benchmarks.
