Automotive Internet Media

Dealership Websites

Dealers Will Shift 60% of Advertising Dollars to Digital in the Next Two Years

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Digital advertising in the automotive industry has increased tremendously over the last decade. Analysts are predicting that the growth will continue for the next two years stating that digital will be 60% of a dealer’s ad spend by 2021 (Maryann Keller & Associates, MK& A Franchise Dealer Advertising Study).

Why the Continued Increase?

A Mobile World
A huge driver causing this increase has been consumers higher usage of mobile devices. Dealership Websites continue to see the percentage of their mobile traffic on the rise. In turn they are allocating more ad dollars to match and dedicating more time to optimize their websites for better conversion on mobile. Mobile traffic will account for 65.1% of auto ad spend in 2019 and 68.1% in 2020 (eMarketer, Mobile Ad Spending by Industry, 2019).

Better Attribution
Another reason why many in the automotive industry continue to raise their digital budgets is that they can better pinpoint what channels are delivering real results. At the dealership level this is extremely beneficial since many owners are dealing with rising operating costs and narrowing profit margins. Dealers can use data to do more with the same or less ad spend and know that it is actually making an impact.

Where Should Budget Be Spent?

If You Are Thinking About a Marketing Budget Increase Consider:

Video
Auto dealers have historically always loved TV advertising however today’s consumers are watching more and more video through means other than traditional cable. If you are thinking of increasing your digital spend, important areas to consider are social media video, pre-roll, connected TV and over-the-top media services (OTT). Focusing on these video channels can get you more impressions, reaching a wider audience, with more tangible results. Learn more about AIM’s video services.

Inventory-Based Display
In addition to video, inventory based display advertising is a great option to maximize your digital marketing dollars. Inventory based ad creative can be served across a variety of platforms and the best part is it can be optimized for each individual consumer so they see your inventory that is most relevant to them. Learn more about our dynamic inventory ad solutions Data Driven Targeting (DDT) and Social Clicks.

AIM Wins a Davey Award for New Dealership Website

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Automotive Internet Media (AIM) won a Silver 2016 Davey Award for their English-Spanish website for automotive dealerships within the website category.

The Davey Awards honors the best in Web, Design, Video, Advertising, Mobile & Social from small agencies worldwide. The Davey Awards are awarded to the best in various industries across many different categories. AIM along with General Motors and Walt Disney Studio Motion Pictures were a few of the Davey Award winners in 2016. The Davey Awards is overseen and sanctioned by the Academy of Interactive and Visual Arts. AIM’s multilingual website platform was judged on merit and a standard of excellence.

The new website was nominated because it’s the first English-Spanish automotive website built to fully convert to either language with one click of the mouse. AIM built their new responsive platform from the ground up to eliminate the need for two different websites and so any shopper, regardless of the language can shop with ease. The site provides the auto shopper easy functionality to view inventory, images, original content and easy ways to contact the dealership without the confusing widgets and clutter of other automotive sites.

AIM recognized that many dealership websites have plug-ins that can do rough English-Spanish translations but that is not speaking directly to Hispanic auto shoppers.  Translation services for websites only switch out words which is clunky translation and is not written for a specific audience.

Marketing to Hispanic car buyers is becoming an important part of new-vehicle OEM advertising campaigns. AIM’s responsive website platform allows dealerships to align part of their marketing budget to drive Hispanic shoppers to their website to increase car sales. Speaking directly to the Hispanic market builds credibility and communicates directly the dealership wants to earn their business.

“As we saw the emerging market for Hispanic auto shoppers, we decided to build a website platform that offers the same shopping experience to Hispanic consumers,” said Tony French, President of Automotive Internet Media. “It was important for us to develop a platform that was easy to use and allowed any auto shopper to learn about inventory, services or specials all on one site.”

AIM built their multilingual platform to provide a great shopping experience for both English and Hispanic shoppers, however the site has proven to increase site conversion, improve site performance and has many benefits for SEO and SEM.

“It’s an accomplishment to create the first true English-Spanish site in the automotive industry and we are happy to provide our dealer clients the ability to serve the Hispanic community with dependable translations that will permit a hassle-free car buying experience,” added French.

For more information, contact Tony French, President of Automotive Internet Media, at 312.473.0024 or tony@www.aimyes.com