Driving Dealership Value with
Personalized, Omnichannel Marketing
Combination of print + digital marketing is the winning formula
At the same time, dealers increased their spend on Internet advertising, diminishing their efforts
across other mediums like newspapers, radio and direct mail campaigns.
While it's certainly strategic for dealers to invest more in digital marketing due to the amount of time
consumers spend online, taking an intelligent approach to targeted omnichannel marketing empowers
dealers to engage buyers in their preferred format for the current stage of their buying journey.
Despite inventory shortages and high customer demand, the average dealership advertising cost
per new unit sold increased by 19.3% YoY
in 2022 as compared to 2021, according to NADA data.
The Power of Print
In a sea of spray-and-pray digital advertising
campaigns, data-driven direct mail enables dealers
to target specific audiences with 1:1 personalized
messages and offers that truly resonate. Plus, as
consumers experience increased digital marketing
fatigue, personalized, physical touchpoints can
help brands engage prospective buyers more
effectively than digital communications alone.
74% of surveyed marketers agreed
that direct mail outperforms email
and all other channels
in terms of
response rate, conversion rate and ROI.
(Source: 2023 The State of Direct Mail, Lob)
The Power of Digital
There's no denying the robust targeting power
of digital channels – and when dealers take a
data-driven approach to engaging their best
customers across digital channels, the results
speak for themselves.
Mastermind's Digital Audiences solution enables
dealers to create custom or pre-built audiences from
their enriched first-party customer data. aM dealer
partners who participated in a Digital Audiences
pilot program saw a 48% increase in
clicks per unique customer versus
only using first-party data.
