Driving Dealership Value with Personalized, Omnichannel Marketing

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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.

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