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Market Strategy

Dealership marketing trends come and go. Some last longer than others, and some leave a bigger impact. Understanding these trends, and how to make them work for your dealership, will help you stay relevant in the ever-changing world of automotive retail.


Don’t live in the past when it comes to your marketing strategy. Know what’s important in marketing in 2019.


1. Say goodbye to the marketing funnel as you know it.

Up until now, the marketing funnel was… well, a funnel. Customers piling in from one end, and then being spit out the other. Companies have already started to focus on customer retention by changing the shape of the marketing funnel to a marketing cycle. Finding new customers and getting them to buy from you is one thing. Keeping them around and making sure they keep coming back to you is another thing. The cycle format ensures that companies will put emphasis on customer relationships. This can involve continued communication, targeted marketing, and customer support.


2. Content marketing will set the new standard.

If this article was written a few years ago, it would have talked about how content marketing is the new, big thing. Well in 2019, it’s going to become the norm. Content marketing is an approach in which a business focuses on the creation and distribution of content that is relevant to their unique audience. Using a blanket marketing strategy doesn’t speak to customers or make good use of your budget.


3. Good content is nothing without a good strategy.

Apart from making sure your content is relevant and targeted, it’s going to become more important to know how your customers will be reached. This means evaluating all available platforms for interacting with your customers. These can include newsletters, blogs, social media, or even getting involved in the community. How will you know which platforms will work best for you? Develop a strategy. Laying the foundation for a strong strategy will help keep you organized and will help put you ahead of the game.


4. Be authentic and creative to set yourself apart.

Consumers are seeking authenticity from brands and are losing trust in brands that don’t show it. When deciding what brand to support, 86% of consumers state that authenticity is an important factor. Focus on what makes your dealership different when promoting yourself. Use the data you have about your customers to make them feel special and develops a voice for your brand that speaks to their needs.


We started talking about trends, but most of these ideas are becoming the norm, not passing fads. Determining which to adopt and when is a process that involves your entire dealership team, and your marketing partners. Start having conversations now that will shape your marketing for the year to come.



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