In today’s world, two of every three shoppers are likely to purchase a product completely online.¹ That means it’s more important than ever to give your dealership’s customers all of the tools they need to complete as much of the car-buying process as possible using their desktop, tablet, or smartphone.

Luckily, technology has allowed the automotive industry to transform the way buyers can purchase a vehicle, and Epsilon Individual Automotive is at the forefront of those advancements.

From attention-grabbing display ads to comprehensive microsites, we’re ready to arm your team with the automotive marketing solutions that you need to reach your sales objectives. Take a look at some of the cutting-edge advertising technologies that our team has to offer.

Microsites

Just as its name suggests, microsites are mini websites that are dedicated to one specific audience or products. These microsites allow you to put your full promotional force behind a new product, which helps your targeted audience control the type of content that they’re viewing.

If a particular subset of your customers has shown interest in a brand-new model that’s set to hit your showroom, you can send new leads a microsite that features more information about the vehicle.

The important thing to remember is to make sure that the content provided on the microsite is different from any information on your main website. Whether you incorporate a virtual tour of the car or embed a payment calculator onto the site, the content should be exclusive.

Benefits: Increased brand awareness, search engine friendly, cost effective.

IVR Touch-Tone Response

Personal attention is what keeps customers coming back to your dealership, right? Well, IVR (interactive voice response) guides incoming callers through a menu of options, all of which are selected by the caller using their voice.

Once a caller speaks a prompt, the system will direct them to the representative or department that can assist them with their question. Ultimately, this system connects your leads with the help that they need in a shorter amount of time.

Benefits: Improved customer satisfaction, efficient customer service, seamless buyer experience

800 Lead-Generating Tracking Numbers

What if you could have valuable information delivered to you before a customer calls your dealership? Well, that’s precisely the type of data collected by 800 lead-generating tracking numbers. This automotive marketing solution provides a unique, 800 phone number that can be associated with specific audiences or advertising campaigns.

Not only can they deliver customer interaction activity to your staff about incoming callers, but they can also help your team measure the results of specific campaigns. As a result, you can efficiently calculate the success of each campaign.

Benefits: Better lead conversion, improved customer insights, measurable results

Personalized URLs

As a go-to automotive marketing solution for all types of businesses, pURLs (personalized URLs) are customized URLs that take each of your customers to a unique landing page.

Once they’ve accessed the microsite, they’ll be greeted with personalized information about their service visits, financing options, and purchasing history.

Ultimately, personalized landing pages help your customers stay in the know about upcoming service recommendations and products that are best suited for them.

Benefits: Real-time tracking, increased response rate, lower costs

Outbound Phone Calls

Effective automotive marketing is all about reaching the right customer in the right place at the right time. Luckily, Epsilon Individual Automotive accesses a database of exclusive information about your potential leads and new customers that can make outbound phone calls more successful.

For instance, you can use credit score data to determine which buyers would benefit most from your dealership’s upcoming promotion. Then, you’ll ensure that you’re reaching out to only the most qualified customers. It’s that simple!

Benefits: Direct communication, data-driven insights, lead nurturing

Email Marketing

Multi-channel marketing creates an immersive shopping experience for your targeted audience. One of the best automotive marketing duos is email marketing and direct mail marketing. When you pair your dealership’s direct mailers with an email, your audience has two ways to get in contact with your dealership.

Think of it this way: direct mail is your initial point of contact with the customer and email serves as a reminder for your buyers to reach out to your team—whether you’re advertising an upcoming event, a limited-time promotion, or something else. The more touch points you create with your leads, the more likely they are to act.

Benefits: Improved sales, increased website traffic, more brand awareness

Targeted Display Ads

Relevant content is what keeps customers interested in your business. That’s why targeted display ads are an essential part of any automotive marketing campaign. By displaying ads on the sites that your targeted audience browse most often, you’ll stay in the forefront of the minds of your leads.

Regardless if your buyers are browsing the Internet on a desktop or on their smartphone, targeted display ads offer personalized content based on your audience’s search history.

Benefits: Visual appeal, improved brand visibility, retargeting capabilities.

Video Pre-Roll

Think about it: The digital world allows consumers to choose to watch only videos that match their interests. Rather than opting for cable, which doesn’t offer much personalization, social media sites and YouTube™ excel in their ability to allow viewers to customize their content.

It’s for this very reason that video pre-roll is a crucial component of modern advertising campaigns. Video pre-roll is essentially a 15-second, 30-second, or 60-second clip that’s played prior to a video. By meeting your targeted audience on the video platform where they spend most of their time, you’ll improve the likelihood that they’ll take the final step toward a purchase.

Benefits: Increased brand awareness, improved purchase intent, elevated lead generation.

Mobile

We live in a mobile-first world. So, what better place to engage with your customers than from their mobile devices? In addition to its high visibility, mobile marketing offers a variety of ways to connect with your customers, from banner ads in apps to SMS and MMS messages and much more.

Thanks to the many avenues available on mobile devices, you can cater your dealership’s mobile marketing strategy to fit your exact goals.

Benefits: Better open rates, simple design process, fast results.

https://www.coxautoinc.com/wp-content/uploads/2020/05/How-the-Rise-of-Digital-is-Changing-Consumer-and-Dealer-Experiences.May-2020.pdf