In July, online dealership software provider Dealer.com announced it had partnered with Jumpstart Automotive Group, a consumer-focused online auto advertising/marketing company. Dave Winslow, Dealer.com's chief digital strategist spoke to Aftermarket Business World about the deal, and about online fixed-operations marketing.
For Dealer.com, what are the benefits of the recent JumpStart partnership announcement? How will your customers benefit?
For Dealer.com, the exclusive JumpStart partnership is a significant step toward creating the industry’s leading digital advertising technology platform. In addition to our best-in-class website product, we also provide products to manage inventory, CRM and advertising, the latter being one of the biggest areas for growth and opportunity among dealers now.
Access to the 25 million unique monthly visitors on JumpStart’s partner sites increases the relevant reach for our dealers. By advertising with us on JumpStart’s network, they can specifically target pre-qualified shoppers who are already searching for information about vehicles, in addition to a broad audience through search display and retargeting across the major ad networks.
What are the top marketing challenges auto dealers now face?
The reality for our dealers is that the automotive buying process has moved into the 21st century, and consumers demand visibility at all stages of consideration and purchase. Often, shoppers visit more than 20 websites to research the type of vehicle they want before even setting foot in a dealership. Standing out can be a real challenge. Dealers that ensure visibility through a high-quality, consistent pre- and post-click experience, from the initial display ad to the website experience to the showroom will propel their business above the fold in this crowded marketplace.
How does service marketing differ from sales? What are the primary challenges in marketing service, and how are your customers addressing those challenges?
Dealership service and parts sales in the U.S. exceed $80 billion annually, and marketing for this segment requires dealerships to build and maintain loyalty among their consumers. In a Dealer.com survey conducted last year, 38 percent of consumers indicated that interaction via social media would have a positive influence on their loyalty. Dealerships that engage with consumers on social media sites after they purchase a vehicle and treat it with the same authenticity and seriousness as other business initiatives can drive parts and service revenue. New marketing tools, such as “online garages,” are also emerging to enable buyers to track repair and maintenance schedules, enabling dealerships to maintain the level of visibility consumers demand after purchase as well.
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