Engagement engagement engagement

The New Automotive Marketing KPIs

Caught up with industry marketers last week , and was pleasing to hear that leads generated and Cost Per Lead was continuing to be the key metrics to be used for making classifieds accountable.

However when asked about how they generated leads from their own website the metrics remained the same? Yet their website contains sales funnels, with triggers and friction points with in the data to help increase conversion and the volume of leads generated.

I heard a comment to say “I’m just interested in leads the rest is noise” which I would expect to hear from a sales manager not a marketer who’s primary objective is to generate leads into the business and was concerning , if your marketing mix is focused on in-market buyers and you have a 15% click to lead conversion then what is happening to the remaining 85%?  - well that information is available at your fingertips and with engagement metrics your able to build a picture of the consumers journey and use triggers and enticements to encourage the consumer to raise their hand, and begin a communication with the dealer, and utilising the data will help build a predictive modelling in order to prepare the dealers for any potential walk ins

It would seem in some cases marketing departments are being run the same way they were 5 years ago, before the emergence of the new marketing automotive KPIs and integration of Ecommerce into the sector.

Adopting engagement will increase the following 

• Website conversion 
• Lead volumes 
• Sales conversion / unit sales  (the important metric)

And decrease 

• Cost per lead 
• Cost per sale 

If anyone wants some advice, wants to improve ROI across vehicle sales and service, or just an industry conversation feel free to get in touch.

Thanks 

Ian

Ian Godbold

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