Digital advertising budgets have grown year over year, and automotive advertising is certainly no exception. As this article from Adexchanger explains, Morgan Auto Group in Florida is a prime example, with a full 60% of its budget allotted to digital.
Tom Moore, SVP of Morgan Auto Group, and his team started out in digital with the basics: search and SEO. They understood early on that shoppers were doing extensive research online long before they set foot on the lot, and maintained a focus on reaching those potential buyers early in the process.
As they gained experience and knowledge, they sought to expand into other effective channels while capitalizing on new technology, and became LotLinx clients. Their approach was to communicate with shoppers where they are, and to utilize VIN-specific strategies (we call it VINvertising™) to connect them directly with the exact cars they’re looking for.
To help allocate their budget on a car-by-car level, Moore and his team call on the LotLinx VIN View Optimizer™, an invaluable tool that details which cars are receiving enough VDP views to sell, and which need additional attention.
Like many other automotive marketers, Moore is constantly seeking to prove digital ROI. Our new report on VDP views found the cars that receive 30 VDP views in 30 days are more likely to sell - and effective measurement of the contribution VDP views make to return.
To learn more about the importance of VDP views, and value of VINvertising™, download your free copy of our 1H 2016 VDP View Report.