When I talk to dealers they almost always say they want more new customers to grow their sales. At the same time, many dealers shy away from conquest marketing, saying it is too often expensive and cannot be measured. Dealers relying solely on conquest marketing strategies to anonymous cookies and mass audiences, are left asking if the TV, Radio, extra SEM and SEO pay off in actual new customers or just get the dealer more impressions (To dig in to inefficiencies in these common forms of conquest marketing, read more from my previous blog.)
But wait, with advancing technology and data solutions, there are opportunities right in front of dealers to go after their entire market efficiently. Utilizing data to identify the shopper, track their behavior and engage them before your competition, can grow your business without costing you an arm and a leg. If you ask the right questions, you’ll be able to get a clear picture of where your ad dollars are going. Let’s take a look at the questions you can use to evaluate your conquest vendors.
Questions to ask your vendors about the data they are providing: