And so we begin
A new year,
What do we have to show for the year prior, and
What do we have to look forward to in the year to come?
STIRRED BUT NOT SHAKEN
Earlier in the year
ADP formed the spinoff CDK Global.
A merging of three ADP divisions – Dealer Services, Cobalt Digital Marketing, and Kerridge Computer Systems,
The new brand looks great
And it gives this business a fresh start.
What effect will this have on the industry?
Whether or not this invigorates the dealer space
I do not know, however
What does invigorate the dealer space
Is that there are many terrific companies
In this space, from which
Dealers can choose.
When it comes to your integrated marketing needs.
It’s hard to go wrong.
When I think back to the way things were 10 years ago
I get excited, knowing all
The amazing capabilities dealers have today
When it comes to representing their dealerships on the Web.
YOUR WEBSITE IS QUEEN
For the last several years
We have been told that content is king,
Content is more like your army.
Your website is your most important (digital) asset.
Your website should rock!
Your website should be mobile (or responsive or adaptive, whatever).
Your website should be engaging.
Your website should create opportunities.
Dare I say that the days of websites are numbered
(A topic for an entirely different post)
But for the time being, treat your website like the Queen that it is.
Make sure it is accessible and user friendly in all formats
Make sure search engines like it, and
Make sure it engages visitors and creates a bounty of opportunities.
PERSONALIZE! ENGAGE! CONVERT!
The BEST way
To enhance the effectiveness of your website
Is to personalize the customer experience,
And while there are different ways of doing this
Live Chat has proven to be
One of the better ways to personalize.
Dealers are able to reduce the number of missed opportunities
That continue to effect dealership websites today
While also improving customer service.
We probably saw more dealers embrace live chat technology
Than just about any other tool or function, but
Simply installing live chat on your website
Does not in-and-of-itself work like a magic pill.
The engagement it makes possible with customers is what is
Key to your success.
In my estimate, about half of franchise auto dealers
Have live chat on their sites right now.
Of those that do however, many miss the mark.
Chat consoles continue to be unmanned and visitors ignored
Prohibitive interfaces turn away visitors, and
Poorly managed conversations result in lost opportunities.
As websites become more and more personal for visitors,
Engaging with these visitors will become increasingly more important as well.
Be sure not to get left behind in 2015
Have a killer Live Chat Engagement Strategy!
BIG DATA IS KING
Speaking of kings, how about Big Data?
While the term “big data” is new, the idea is not
Think of big data more like consumer insights (that’s what Google calls it),
A valuable currency in the form of zeros and ones, bits and bytes.
The term big data implies intelligence and understanding of consumer information
Gathered through relatively new (technological) ways.
But make no mistake about it, while big data is only a term
The intelligence is pivotal.
As an auto dealer
You have access to tremendous information, and
You should take advantage of that
If you aren’t, then consider this your queue,
Educate yourself and take action.
If you are, then well, more power to you.
Dataium is probably the most known, if not only
True Big Data supplier dedicated to automotive.
Dataium’s tentacles are in thousands of places
Affecting the shopper experience in significant ways.
Big Data is the new king and you won’t survive without it much longer.
OH AND MOBILE!
At the JD Power Automotive Internet Roundtable in 2011,
A big message there was that you have to think mobile.
Three years later, the mobile component no doubt is crucial
All consumers, you included, are spending more and more time
On their/our mobile devices.
Knowing this, and knowing that your core objective is
Engagement that leads to opportunity
Engagement therefore must begin with mobile in mind and
Be integrated deep into your sales and marketing processes.
From text messaging to email to social media to live chat and telephone calls
All these things can and typically are
Performed on a smartphone.
THE 2015 CONSUMER
The Internet-age has matured and
Auto shoppers are well equipped
The experience is mobile.
The experience is intelligent.
The experience is personal.
Is your dealership prepared for 2015?