This is a follow up to my post titled Digital Frequency & Saturation Are Making Waves.
Conditioning yourself to think of the Internet the same way you would a broadcast media outlet is easier than you would think. With Internet marketing you are looking at how many people you have to “reach” in the total market to achieve market saturation just as you would for traditional marketing. Your reach is the people you need to be in front of that consider your brand, your dealership and have the opportunity to find you.
In the past year STRONG has taken the restrictor plates off and increased dealers’ digital spending on pay-per-click and total market saturation through mass email marketing. The results have exceeded the percentage of dollars that these dealers have spent on broadcast. At one point, the son of one of our very well respected dealers asked me, “When is enough, enough? It seems like we are just spending money just to spend it online and there could be too much waste?”
Our answer was that there is waste in digital spending, but there is going to be waste in every type of advertising that you have. So, the solution is to eliminate as much waste as possible. The ultimate way for us to get rid of the waste is to bring as many people to the website and showroom floor as possible.
Through a lot of trial and error, we have found that the ceiling on digital spending really doesn’t exist. It is only controlled by the size of how many people are in the market at that given time.
When I talk to people about digital saturation today it’s in terms of how many tens of thousands of people we can reach with your digital marketing efforts. Also we are trying to generate a few thousand more that will land on your website and potentially pour through your various pages of inventory and ultimately shop.
Today’s dealer cannot think about their digital spend, whether it be pay-per-click, SEO, or behavioral targeting as a small line item on their budget. They need to think about it in terms of how much their reach costs?
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
