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ESSENTIALS OF DIGITAL MARKETING

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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.

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