Digital Dealer - August 2019 - 38

M A R K E T ING & ADVERT ISING: So cia l Medi a

By Adam Pavkov
Client Partner,

Facebook

Using Facebook
to Jumpstart
Your Loyalty
& Retention
Programs
No industry is immune
to the fundamental
changes occurring in
consumer purchase
behavior and the heightened expectations surrounding the new retail
shopping experience.
However, there is certainly
good news for dealers - or
at least available opportunity for those willing to update

38

AUGUST 2019

their marketing strategies in
pursuit of increased
profitability in the evolving
retail landscape.
Those that embrace the
opportunity and engage
customers with impactful
messages that are both
relevant and personalized,
will delight the next wave of
shoppers.
To understand the oppor-

D I G I TA L D E A L E R . C O M

tunity, let's start with a quick
look at today's connected
consumer.
Netflix has over 5,500
titles available on its platform in the US. Despite all
those options, 80% of the
programs consumed by the
average subscriber comes
from Netflix's recommendation engine(1). In short,
Netflix knows what you like

- and you agree.
At one point, it was estimated 35% of all Amazon's
transactions came from
algorithmic product recommendations.(2) Before check
out you see the prompts -
do you also need batteries,
a case, these cables with
your purchase? At least a
third of the time, the answer
is yes.
Think about it this way:
What percent of your
single-service scheduled
appointments result in a
multi-service visit after a
technician inspects the
vehicle? What impact does
that have on the profitability
of the back of the house?
Regardless of the answer, advertisers need to
know that a majority of consumers expect companies
to anticipate their needs
and make appropriate suggestions(3).
Relevance in advertising is both impactful and
expected - and ultimately
profitable.
With an understanding
of what your customers
expect, what steps can
dealers take to add another
layer of intelligence to their
current marketing strategies? How can they make
their messages personalized and helpful to their
audience?
It all starts with activating the sales and service
information dealers already
have on their customers.
Gaining an understanding
of how that wealth of insight
can be used to develop your
own always-on, dynamic
recommendation engine will
be the foundation for your



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Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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