In today’s fast-paced, digital-first world, a “set it and forget it” mentality just won’t cut it when it comes to digital marketing strategies. Our audience is increasingly in the digital space and seeking information far beyond the :30 traditional TV spot. So, instead of casting a large net, we target individuals to create customized campaigns based on where they are in the decision-making cycle and what they’re interested in. Through the utilization of research and analytics tools, we stay on top of their behaviors and trends. This helps us monitor advertising campaigns in real time to gauge traction and optimize toward best performing placements, messages, and targeting methods.
Our digital marketing strategy was based on the insight that 75% of luxury car buyers don’t buy the car they are initially interested in. Armed with this information, we implemented a digital media buy that specifically targeted people searching for competitor makes and models, as well as the seven brands sold at the dealership. By segmenting multiple audiences at key points within the buying process, we were able to develop a digital marketing campaign comprised of hundreds of unique digital ads that contributed to annual car sales growth that 26% higher than the industry.