The average consumer’s buying journey is not linear … we are living in a digital world!
With the various types of advertising available to them (i.e. Google ads, Display ads, television, radio, social media, ect.) the days of someone walking into your dealership with a copy of ONE newspaper ad are long behind us!
Your most recent buyer did not decide to make his/her purchase because of ONE ad.
Customers spend hours researching their next car purchase before even submitting a lead.
If they’re spending hours researching – do you think they are looking at the same listing on AutoTrader again and again?
The car buying process is a journey and your potential buyer is dealing with many distractions along the way – these distractions are channels!
Facebook, Instagram, Cars.com, Car Gurus, AutoTrader, Edmunds, your website, your competitor’s website, retargeted ads, organic posts…
Every single channel a customer interacts with is a touch-point; every touch-point is valuable because it is another step towards the sale!
This is the concept of marketing attribution!
It all comes down to better understanding which campaigns and strategies are getting your customers to convert … not only that but, you’ll be able to see which advertising sources have the best ROI!
Review your last month’s sales and how those closed leads are sourced.
The more data you have the better you’ll understand where your most traffic (and hopefully sales) is coming from.