As digital marketing hits the age of majority (read 21 in the US), a lot of water has flown underneath our marketing bridges. Shortly after the first banner ran on Wired’s website, the automotive industry was quick to embrace this then called new media. VW and GM were the heavy hitters in the first ten years in Canada, but nowadays it seems that every brand, dealership association and individual rooftop has joined the bandwagon (with good reason).
A recent study published by eMarketer revealed that car research and shopping still rank at the top of the list of activities that consumers do online; those are closely followed by social media usage (on their mobile device) in their path of purchase.
Located in the northern suburbs of Montreal i.e. Lower Laurentians, Belvédère Nissan now sits among the market leaders having recently won the Nissan Excellence Award. They made a healthy transition towards digital marketing in recent years and now use digital media as their main mean to reach potential customers and maintain the conversation going. Having being in business for over 50 years, the dealership was rewarded for the quality of their service but mainly for their sustained annual growth (more than 32% in the past two years).
Todays’ consumer is more educated and informed than ever, they come in and they’ve clearly done their research, they’re armed with comparables and all kinds of relevant information towards their next purchase, says Marc Grenier, general manager at Belvedere Nissan.
«The Consultant Auto and Solutions Media 360 teams were key players in supporting us and allowing us to reach those levels of excellence through strategic recommendations, deploying efficient digital tactics.»
The Consultant Auto and Solutions Media 360 teams were key players in supporting us and allowing us to reach those levels of excellence through strategic recommendations, deploying efficient digital tactics that we could measure and scale but mostly track. Wether through paid search, content strategies and programmatic display, these executions were key elements and they sat at the forefront of our activities for both of our stores. Similar marketing strategies could very well be rolled out for their spring opening in Mont-Laurier.
Digital advertising is only the tip of the iceberg.