Posts by Ashley Karr
Millennials aren’t “just kids” anymore. They have true buying power and are quickly becoming a large percentage of the total car-buyer audience. Millennials are expected to represent 40% of all new-vehicle purchases next year. Ali Chapman, customer insights analyst at CarGurus, recently spoke with WardsAuto about the latest data on Millennial car buyers from our 2019 Buyer Insights Report.
Read the full article on WardsAuto: A Generation That Allegedly Hated Vehicles Now Buys Them Aplenty
What sets great dealers apart: 3 social media metrics you need to track to understand your campaign’s success
Maintaining a strong social media presence is essential in today’s business world. While it might seem simple to figure out how well you’re doing, there is more to it than just looking at how many likes and followers you have.
Likes, shares, and comments all contribute to social media success, but on their own, they don’t tell the full story. When we boil it down, there are three key areas to look at when we talk about social media metrics. In this article, we’re going to give you the rundown on all of them: what to look at, which numbers to pay attention to, and how to improve those numbers if they aren’t where they should be.
Your data is your most important sales resource
Closing a sale at your dealership is led by knowing your buyer, from preferences to budget, and more. Having those same data points for online shoppers is key to driving leads to your dealership.
Getting to know a potential car buyer in your dealership is easy. Talking, asking, listening, advising—it’s the car salesperson’s mantra.
Getting to know your online shoppers, though, can be an entirely different proposition.
- You can’t really talk to them one-on-one
- You can only ask limited questions
- Listening and advising isn’t as dynamic as a face-to-face conversation in a dealership
This may appear to paint a bleak picture for online lead generation and conversion, but it overlooks a simple yet powerful tool that also happens to be free of charge: Google Analytics.
We’re honored and proud to share the news that we’ve been ranked number one for both Used Car Advertising and New Car leads in the ninth annual DrivingSales Dealer Satisfaction Awards.
It took a few days to digest, but I am full of ideas and inspiration from Digital Dealer 23 in Las Vegas last week. Here are a few collected thoughts.
- Technology provides more options than ever for dealers. The variety of digital marketing solutions, from niche technologies to broad-based marketing platforms, showed how much help is out there for today’s auto dealers. And yet…
Most marketers will tell you that last-touch attribution—the most common way to measure marketing effectiveness—isn’t perfect. There are many steps along the customer journey, and shoppers can interact with your brand, content, and marketing materials dozens of times before making a purchase. But last touch gets used anyway, because it’s better than nothing and much easier to implement than more nuanced models.
In his post Inspect CarGurus Referral Traffic in GA, Brian Pasch at PCG Companies lays out the case for why a more comprehensive view of lead attribution is important, and uses CarGurus as his example.
Digital marketing provider Netsertive released a study last week that confirmed several trends in car shopper behavior:
You may have heard about CarGurus’ new Dealer Resource Center – it features informative content to help you improve your sales and marketing, as well as tips and tricks for getting the most from your CarGurus account.
In the “tips” category is our latest video, which explains how you can use the CarGurus Pricing Tool to price your vehicles more efficiently.
What can the pricing tool do?
We saw considerable strength in the auto market in 2016. Helped by record-breaking new-car sales, the OEMs generated billions of dollars in profit.
Yet these impressive figures mask the reality of auto retail at the dawn of 2017. Not only did new-vehicle incentives grow as 2016 wore on, but shoppers bought more certified pre-owned vehicles – and used vehicles – than ever before.
Perhaps you’ve heard that crossovers – Honda CR-Vs, Ford Escapes, Chevrolet Equinoxes, et al. – are now the nation’s most popular new-vehicle segment.
Turns out, their popularity extends to the used market, too.