COMMENT: Developing automotive advertising for the greater good

COMMENT: Developing automotive advertising for the greater good


The auto industry often talks about the idea of ​​being “better” in the market, but the truth is, there is still a lot of work to be done before the auto can catch up with other verticals. Time and time again, “best” is a marathon, not a sprint – it’s a continuous, continuous effort to fix what’s broken, a relentless desire to push and optimize.

It is not easy to unveil the nuances of digital marketing in the automotive industry, and there is no single manual to tackle the myriad challenges at all levels of the market. We see a common industry-wide goal to create ad programs that spend less and sell more, and ultimately move closer to a trusted digital experience across the board.

To do this, it’s imperative that OEMs and dealers have the best consumer data, and arguably even more important to know what to do with it. By harnessing the right data in the right information, OEMs and dealers can work more effectively to stamp out overmarketing and instead target their advertising to go directly to where there is demand.

Leadership with first-party and audience data, maximized through strategic partnerships, translates into improved connectivity that dives deeper and provides a sharper, clearer view of consumers to help automakers reduce noise and propel the entire industry.

The advertising strategy is complex and the market is constantly changing. Traditional advertising is not as effective as it used to be, and there are endless other channels vying for consumers’ attention. By failing to use a data-driven, multi-channel strategy, dealerships decrease the leads they generate by an astounding 164%, according to’s advertising product summary.

The most successful dealers use a multi-channel marketing strategy and approach digital advertising based on their unique goals. They can identify and target qualified audiences at the right time with the right message, to sell more cars profitably and deliver a superior dealership experience. In an age when inventory is tighter than ever, having an automated platform can help dealers instantly recommend the best match for their customers from current inventory without any manual entry.

This real-time targeting can only be fueled by first party data across different channels. The right advertising maximizes ROI by connecting real-time data across all channels and increasing website traffic, quality visits, engagement, and conversions.

In this changing landscape of consumer demand, industry players will find that the solutions lie in working together towards a common goal of selling more cars and making more profits. To achieve this, we must continually align the necessary tasks, prioritize them and tick them off one by one. We’re going to have to adapt and change the way we do business to meet the challenges of the industry using our best and brightest resources.

Once the industry understands that the best solutions focus on activating based on behaviors and audiences first, and then matching channels, tactics, and messages to them second, it’s is when the auto industry will be firmly on the path to ‘get better’, finally starting to catch up with other verticals that are killing the marketing game.

The automotive industry has an accelerated need for innovation and a focus on the total customer experience, a practice now common in other industries, including first-visit personalization and the application of first-party data. OEMs and dealers will celebrate success and win collectively when there is a common focus on the end consumer and collective work to solve their problems.

At the end of the day, we all want an efficient, productive and complete experience, so it’s imperative to find the right partner offering the advertising solutions that offer this level of flexibility and transparency.

Heather Ellis is Assistant Vice President of Dealer Marketing for

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