Digital marketing has become an essential part of automotive marketing. While most people prefer to purchase cars in person, they tend to start their shopping online. A digital-first strategy helps dealerships attract and convert shoppers into customers. With technology evolving rapidly, digital marketing can seem overwhelming. It includes everything from website design to social media campaigns, and may even influence traditional marketing tactics. 

Fortunately, digital marketing for car dealerships doesn’t have to be complicated. We’ve broken it down into four steps based on our experience supporting automotive marketers and dealerships. Apply them to make the most of both new and proven technologies without getting lost in the weeds.

1. Build a Robust First-Party Data Strategy

A thoughtful first-party data strategy is the foundation of digital marketing for car dealerships. First-party leads convert at a much higher rate than third-party leads. These leads are more likely to be both accurate and timely. They provide you with real information about customer needs and preferences. 

• Replace third-party trackers with a first-party data collection strategy
• Use the data to personalize offers on your website and in other digital marketing
• Analyze collected data to understand the needs and preferences of real customers

Relying primarily on first-party data empowers you to deliver personalized offers and content across all digital marketing channels. 

2. Turn Dealership Websites Into Lead Generators

With a foundation of first-party data, your dealership website can be more than a place to showcase inventory. It can be a lead generator, collecting information on what shoppers are interested in and how they move through the site. At a time when the majority of automotive shoppers start their customer journey online, websites can be valuable lead generators if you have the right tools in place. 

Turn your dealership website into a lead generator by: 

• Utilizing audience identification technology to seamlessly identify visitors on the site
• Segmenting visitors by interest based on their movement through your site
• Personalizing offers and messaging to transform visitors from shoppers into buyers

Ignite by Launch Labs offers all of this and more. It can be combined with your existing martech stack to identify visitors from the moment they land on your website. Based on geolocation and first-party data, Ignite builds profiles on visitors and elevates the ones most ready for conversion. As the shopper moves through the site, Ignite presents personalized offers and messaging informed by the user’s profile, location, and interests. 

3. Personalize Digital Marketing 

Effective personalized marketing starts on the dealership website but should extend across every customer interaction. Tailoring communication makes customers feel valued and increases the likelihood of conversion by presenting them with relevant information and offers.

Personalization goes beyond just using a shopper’s name in an email. Every touchpoint should be as tailored as possible based on user behavior and preferences. This can include:

• Segmenting email audiences based on browsing history and customer lifecycle
• Targeting ads to shoppers’ specific interests, such as promoting SUVs to users actively researching them
• Optimizing ChatAI to provide immediate, relevant responses that align with the user’s intent

By leveraging customer profiles and audience segmentation, dealerships can craft targeted marketing that feels personal and relevant. Whether it's dynamic email campaigns, tailored ad placements, or customized video content, the more relevant the message, the stronger the engagement and conversion rates.

4. Use Digital Tools to Target Traditional Marketing

A first-party data-driven digital marketing strategy can enhance the effectiveness of traditional marketing channels, making campaigns more precise and cost-efficient. For example, direct mail has long been a staple for car dealerships, but instead of sending mail to an entire zip code, you can now target only those who have shown interest by visiting your website.

Here’s how digital insights can refine your traditional marketing efforts:

• Leverage website and digital ad data to focus traditional marketing investments on high-intent audiences
• Incorporate QR codes in print materials to direct customers to relevant online pages for a seamless experience
• Use strong calls to action (CTAs) that provide clear incentives for customers to engage, whether by scanning a QR code or visiting a landing page

By integrating digital marketing data into direct mail, print ads, and out-of-home campaigns, dealerships can shift from a broad, one-size-fits-all approach to a highly targeted, strategic marketing plan, optimizing customer touchpoints and increasing conversions.

Get More From Your Dealership’s Digital Marketing

This strategy of effective digital marketing for car dealerships starts with the right technology. Ignite by Launch Labs is an audience identification tool that collects the first-party data dealerships need to optimize any digital marketing strategy. From websites to digitally enhanced direct mail, supercharge digital marketing with Ignite by Launch Labs. To see it in action, schedule your free demo today.