When you consider the amount of money and effort dealerships devote to advertising, it’s clear they recognize the importance of a strong consumer brand is critical for success.
According to an eMarketer report, “The US Automotive Industry 2015: Digital Ad Spending Forecast and Trends,” digital ad spend is expected to grow from $7.3 billion in 2015 to more than $12 billion in 2019. Netsertive research found 90 percent of auto dealers are utilizing digital strategies – including paid search, display ads and retargeting ads. In this regard, dealers are far outpacing manufacturers and other auto industry businesses.
With this type of investment in building brand awareness, it’s obvious that car dealers believe that the investment in developing a strong consumer brand will deliver a positive return on investment. Your dealer’s brand is a driving force to establish the credibility that buyers seek out when purchasing a new vehicle.
While building a strong consumer brand is an acknowledged best practice, many dealerships place little effort or have overlooked the importance of creating their Employment Brand. [Read more…]