NADA 2021 – Digital Marketing Framework

February 8, 2021

Come Visit Orbee Auto at NADA

Daniel Kim, CEO
July 10, 2020

Why call tracking for offline and off-site sources is critical in your dealership

Atul Patel, COO

At the beginning of the pandemic, automotive dealers nationwide had to immediately adjust to stay afloat. Although some of the changes were not preferable, we did it. So what did dealerships learn from 2020?

  • Dealers can sell cars remotely
  • Dealers met operational challenges and profitability targets with less inventory
  • Digital retailing is not always the solution
  • Customers still want to communicate with dealers

Auto dealers were able to use this information to listen to their customers and give them what they wanted. Dealerships train employees to read the body language of shoppers, but problems arose when it became harder to listen and read customers. Business had to be done online, which required fluency in browsing language.

During the vehicle purchase journey, the average shopper spends eight hours online before entering the showroom (Cox Automotive, 2019). During this time, auto dealers should be taking advantage of the opportunity to learn who their shoppers are, what they interested in, and using that information to feed the marketing, sales, and BDC teams with robust and relevant content to serve. 

Join Daniel Kim, CEO of Orbee Auto at NADA 2021 on Thursday, February 11 from 1:30-2:30 EST as he goes over the "Digital Marketing Framework for Navigating Uncertain Times." During this workshop, he will dive into the necessary steps to become fluent in understanding the online shoppers’ browsing language. Each step enables automotive employees to take advantage of their first-party data to ensure that each shopper is able to get personalized and engaging messaging that is catered to what they are looking for. Sign up for the workshop at NADA Show.

Discover the benefits that online browsing language can provide to your dealership with this free educational workshop. Ready to start converting more online shoppers? Schedule a demo today!

Call tracking isn’t a stranger in digital marketing, yet there are dealerships who haven’t considered it an essential piece of their advertising strategy. Auto dealerships use offline, third-party, and online marketing to get customers into their showroom, and while it's one thing to have your phone number on these channels, dealerships often forget to capitalize on this data beyond them. What most auto dealers don't realize is that they have an untapped source of first-party data readily available for leveraging. 

Call tracking data is an untapped goldmine for marketing

Don’t believe me? Well, Google found that 60% of car shoppers are more likely to call an auto dealership directly from the search engine results page and that adding a phone number to mobile search ads results in an average click through rate increase of 8%. If you’re serving search ads on Google’s advertising network with a call extension attached to it, you will know that half of the impressions you’ve received will want to call your dealership. Just by adding a phone number onto your advertisements, your dealership should find an increase in receiving solid leads for your BDC and sales department to follow up on.

What this means is that if this shopper called using Google My Business, and then retargeted using a Google search advertisement and called from the ad, this means that the shopper is calling for a second time to your dealership. Google finds that 31% of consumers call more frequently when they’re ready to make a purchase. How does this percentage correlate to retargeting? It shows you that if a shopper is calling frequently, it means that they are more likely to make a purchase and your sales team should be reaching out to nurture this lead. 

Key Takeaways

What you need to know:

  • If you don’t have call tracking yet, you need to get on it now
  • Multi-layer call tracking enables you to add a call tracking number on top of the one you already have
  • Call tracking data gives auto dealers an abundance of shopper information to:
    • Retarget callers based on where they’re calling from
    • Obtain more leads and better optimize marketing strategies
    • Take charge of your advertising and leads

Call tracking is an essential part of any digital marketing plan. It’s absolutely necessary that you get it installed so that you can connect your offline to online channels for the best experience for your employees and shoppers. We know for a fact that call tracking can only benefit your dealership without any intrusion, and it’s easy to implement. All you need to do is contact your call tracking vendor and you can get started. 

If you want to see what Orbee can do for you with call tracking, let’s get started.

Make better data-driven decisions

Learn how to become fluent at browsing language

Make better data-driven decisions

Track incoming calls and attribute what advertising mediums your shoppers came from
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How Effective Are Your Automotive Dealership's Call Operations?

In today's online car research experience, quick response times are imperative in retaining interested prospects.

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