Which comes first…the VDP or your dealership’s overall marketing?
Ever since the rise of dealership websites as a virtual showroom rather than the online billboards they started as in the beginning of the digital age, there has been a correlation between the number of people viewing vehicle details pages (or in some cases, inventory search results pages) and the number of vehicles that a dealership sells. Marketers have been attempting to crack the code of the correlation and usually come to the conclusion that if you get more people to view a dealership’s inventory, you’ll sell more cars and therefore the goal should be to drive people to these pages.
The question that has been coming to mind for a while now but that I’ve never voiced in a blog post is whether driving VDP views is improving marketing or whether better marketing is driving VDP views. It may sound like a silly question to ask; who cares as long as it sells more cars, right? In reality, it is the type of answer that can help dealers and marketers better position their efforts and focus solely on what is important, what is truly helping to generate more sales.
It’s important to keep in mind that the products that my company sells are geared toward driving VDP views through search, social, and third party sites, so even bringing up the question at all could be detrimental to business. However, it’s important for us and the rest of the industry to know how this dynamic works in order to market smarter and get the highest ROI.
One thing is clear… [Read more…]