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Why Car Shopper Data is Good for Both Sides

Car Shopping Data

Privacy and security have been heavy topics of discussion in recent years. Revelations of government interference and big business hacks have many people skeptical about putting their personal information online, yet the world of eCommerce continues to grow. There’s a safer, more useful side to all of the “big data” that’s floating out there. The car business is ideal for merging consumer information with proper advertising.

Targeting has held a negative connotation for some time. Google in particular has been accused by everyone from competitors and consumer watchdogs to entire governments of taking their data collection and usage too far. Just because we receive an email about Coach Bill Belichick’s thoughts about conspiracy theories doesn’t mean that we’re interested in buying a Coach purse.

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AutoTrader Reveals the Most Popular Vehicles of 2014

2015 Ford F-150 Gray

ATLANTA, Dec. 26, 2014 /PRNewswire/ — 2014 was once again the year of the truck for car shoppers, as the Ford F-150 retained its place as the most popular nameplate on AutoTrader.com across new, used and CPO vehicles. The F-150’s crosstown rival, the Chevrolet Silverado, was the second most popular new and CPO vehicle but it came in third behind the Jeep Wrangler on the used side. Among new cars, trucks and SUVs took seven of the top ten spots, including vehicles like the RAM 1500, GMC Sierra, Jeep Grand Cherokee and Ford F-250.  Trucks and SUVs were five of the top ten used cars, and four of the top ten CPO vehicles.

“The preponderance of large vehicles indicates an improving economy, as sales of pickup trucks correlate with housing starts and construction,” said Michelle Krebs, AutoTrader.com senior analyst. “Lower gas prices and many new or refreshed entries also helped boost new truck popularity, particularly in the back half of the year.”

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Car Dealers Need Chat on their Websites, Period.

Chat

In this day and age, any company that wants to succeed with their digital marketing needs to have chat on their website. It’s not an option. Of all the industries that can benefit from chat, the car business is one that is very clear. People have questions about cars and service. Many of them want the ability to chat with someone at the store.

It’s for this reason that it’s surprising so many dealers do not have chat on their websites. There are plenty of chat companies out there. Most specialize in the automotive industry because of the specialization required to handle it, particularly from the managed chat perspective. Some dealers do it themselves. Others rely on their vendors. Some vendors operate during business hours. Some, such as CarChat24, work around the clock. Regardless of which way the dealership wants to go, they have to have some variation of chat available.

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Service Marketing Should be a Priority for Car Dealers

Service Marketing

When consumers think of car dealers and their profits, most believe that the sale of new cars that can be $30,000 or more is where the money is made, but nothing could be further from the truth. It’s in used car sales and the service drive that the profits are truly driven at most franchise dealerships.

Even though consumers don’t usually know this, most dealers know it. This is why it’s a conundrum that the majority of their advertising dollars are spent on selling cars rather than driving customers to their service bays. For many, the argument is that the majority of their service business comes from people who bought their car at the dealership, so marketing for more sales will also help them increase the fixed operational side. Things are different now thanks to the internet and the drop in brand loyalty, so dealers should be investing more into filling their service bays.

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The Hyundai Azera is Sporty, Stylish, Comfortable

2014 Hyundai Azera

The 2014 Hyundai Azera comes in as a very sporty sedan that offers a comfortable ride with a wide array of premium equipment and a very stylish appearance. Offering power and fuel efficiency along with a price tag that is a lot less than most cars in this class. Competing in a class that includes the Toyota Avalon and Nissan Maxima the Azera stands out with much better equipment, more comfortable seats, and a good amount of electronics to make the drive even more enjoyable. Anyone who needs a great car for a daily commuter or errand runner should check out the Azera to fit the bill in comfort and sporty style.

With a roomy and stylish interior, the Azera offers comfort for all occupants to enjoy. Add to that the ten year/100,000 mile power train warranty that is included for all Hyundai vehicles and the Azera is a great vehicle to own. Adding a six-inch color LCD display, a rearview camera, and a driver’s blind spot mirror as new features for the 2014 model year, Hyundai has added some great features to the Azera for driver’s to enjoy. When selecting the Limited trim level, an eight-inch touchscreen navigation system and power folding side mirrors are installed.

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The Wide Approach versus the Narrow Approach on Automotive Digital Marketing

Wide Net

When car dealers hear the expression, “casting a wide net”, they usually associate the concept with going after a larger geographical area, branching out from their standard market area to get people who are further away from the dealership. This is one way to look at it, but another (and arguably more important) way to casting a wider net is to get out to a broader digital audience by being in more places online.

The narrow approach isn’t bad. It’s important for dealers to make sure that their website is getting plenty of traffic and helping to generate its own leads to have exclusive contacts with potential customers. This is the approach that most dealers take and we’re not suggesting that it should stop. However, the wide approach has benefits you simply cannot get with a narrow approach.

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Why Car Dealers Need to Show All Incentives Available

Auto Sales

The easiest way for a customers to lose trust in their car dealer is to feel that they’re not disclosing everything that they should. Incentives, whether from the manufacturer or other financial institutions, are rarely disclosed properly on dealer websites. It’s not that the dealers are trying to hide it. There are simply a lot of potential incentives and they rarely fit on a contact form.

If you dig deep enough, you’ll probably find all or most of them somewhere on the site, but there are services like Automark that do this directly on the vehicle pages themselves. This method is preferred since it gives customers the ability to put themselves into a category in order to learn more about the incentives that they can get.

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The Shift in Automotive Service Marketing

Car Repair

There has been a contradiction that has persisted in the world of automotive marketing for decades. Fixed operations – auto service, parts, and accessories – usually account for the largest portion of a car dealership’s revenue, but it is rarely given more than a miniscule portion of the marketing budget.

Before the digital age, this was due to two things: loyalty and excitement. Car buyers were more likely in the past to have a dealership-of-choice through which they purchased most of their cars as well as had their service performed. The best way to get more service business was to sell more cars and the marketing involved with selling more cars is always more exciting than anything a dealership could do with fixed operations.

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Aston Martin to Keep V12

Aston Martin V12

Power freaks, fear not. Aston Martin’s partnership with Mercedes-AMG to put out a new V8 engine does not doom the AM11 V12 that we’ve all grown to know and love. The big and little engines will remain as options to go along side their other V8 offering with the Vantage.

VH architecture has powered the engines for over a decade. This latest partnership is a continued sign of expansion, particularly in American east coast markets and parts of Asia. With stores opening up in New Jersey and other areas, the exotic car company is poised to grow beyond its exotic nameplate to compete with the high-end luxury brands. They even have one coming out that’s under $100,000.

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