Another remarkable year is ending, and as we wrap a bow on 2023, we take a moment to reflect on the significant strides made in the automotive and digital marketing industries. This year has been one of innovation and growth, and as we look forward to the future, we’re excited to share the top three developments that have shaped our journey and will continue to influence the landscape in the years to come.
Google Analytics 4 (GA4)
This year, we made a smooth transition to GA4, which was a significant upgrade over the previous Universal Analytics. GA4 has revolutionized how we understand customer interactions across devices and platforms and enhanced our ability to measure and optimize the performance of marketing campaigns. New metrics and tools, like unified measurement models and enhanced event tracking, have provided us with deeper insights and better attribution across all channels. Our team has done a great job of adapting to GA4’s new lingo and integrating third-party data, so we know how much of a challenge the adjustment can be. To assist our clients in the transition, our Next Day Traffic blog launched a GA4 learning series, offering valuable tutorials and insights to maximize the benefits of this powerful analytics tool. If you haven’t taken advantage of it yet, make sure you do as you launch into 2024.
Another great disruptor that swept through multiple industries this year is artificial intelligence, particularly in the form of generative AI. Advanced chatbots, such as ChatGPT, Bard, and Jasper, are capable of mimicking natural human language and have opened new avenues in digital marketing, from drafting product descriptions and providing customer support assistance, to offering time-efficient solutions for content creation and basic information research. But don’t let these tools take over your social media accounts just yet. The limitations of AI in handling nuanced content and the need for human oversight in proofreading and message accuracy means they aren’t a replacement for professional writers, social media managers, or SEO specialists. Still, they support marketing experts by handling smaller tasks, freeing up time for more detailed projects, and we’re excited to see how they’ll continue to grow and change in 2024.
Google’s Product Updates
Finally, especially when it comes to the automotive advertising domain, this year has marked a big shift in Google’s product updates. Performance Max and Vehicle Ads have transformed how vehicle ads are displayed across Google’s platforms, including Search, YouTube, and Gmail. The integration of AI in these tools multiplies customer connections, conversions, and expertise. On top of these changes, the introduction of Demand Gen and the resurgence of 30-second non-skippable ads on YouTube Select highlight the evolving nature of digital advertising, allowing us to leverage AI and machine learning to reach target audiences more effectively.
Happy New Year From Strong Automotive
As we begin a new year, we’re poised to leverage all these developments, ensuring Strong Automotive remains at the forefront of innovation and success. They’ll continue to shape our approach and enhance our marketing strategies, helping us drive traffic and engagement more efficiently.
We extend our heartfelt thanks to you, our valued clients. As we usher in a new year, we look forward to continuing our journey together, exploring new opportunities, and overcoming challenges with resilience and innovation.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.