Digital Dealer - January 2020 - 30

MARKETING & ADVERTISING

Social Media

By
Dane Saville
Co-Founder,
Reunion Marketing

Intelligent Social Media Strategy

Users sign into Facebook 13.8 times per day(5)
for a total of 30 minutes per day. You cannot
approach paid advertising on this platform by
running only a few ads because you'll not hit
a frequency that will create brand awareness
for recall.

>

Most consumers aren't in the
market to purchase a vehicle during
each month. When they start looking, they use digital channels - a
total of 19 of some 24 total touchpoints. Even after all of that legwork, just
one in three(1) knows what model he or she
wants. That's why your dealership needs a
presence for those people who've become
in-market shoppers by using strategic,
data-driven SEO and SEM efforts.
But what should you do about those
people not currently in the market? Your
dealership can stimulate more interest
in your inventory with another channel:
social media. With the right approach, you
can achieve two goals: 1) push more consumers into the shopping funnel; 2) reach
those who've begun their search and help
narrow their options. This helps combat
two harsh truths about modern advertising: ad recall and ad fatigue.
Ad Recall = Reach + Attention x
Frequency
The equation is simple(2). To help people
recall your ad, you must understand their
needs and intent, then you create some-

30

[ d i g i t a l d e a l e r. c o m ]

" ...your dealership
needs a presence
for those people
who've become
in-market shoppers
by using strategic,
data-driven SEO
and SEM efforts. "

thing attention-getting. This is your ﬁrst
step toward creating brand awareness
because you deliver compelling content to
the right people - your buyers.
When ads resonate, your dealership
builds brand equity with a positive inﬂuence on those shoppers. This equity is
important because shoppers see thousands

of ads every month: on their mobile devices,
on billboards, on TV, on the computer, in
magazines, on shirts - and so on.
While you want to deliver your ads
frequently enough to be recalled, you don't
want to create ad fatigue.

AD FATIGUE (N) - The condition that
arises when consumers have grown
tired of viewing the same ads

*Courtesy of The Drum(3)
When you deliver the same ads repeatedly
to your local buyers, you risk creating a negative sentiment toward your brand. The ads
become an unwelcomed nuisance instead of
helpful and interesting. If your campaigns
evoke a negative feeling, it will hurt your
ad's overall performance and ROI.
CMS Wire(4) conducted a study that found
ad fatigue can start within three days postlaunch of a campaign. What were the signs?
A decrease in clickthrough rates and an
increase in costs-per-action.
Your dealership can ﬁght this with changes to the ad's messaging:
 Audience-speciﬁc ad copy
 Carousel images
 Punchy CTAs

January 2020
http://www.digitaldealer.com
Digital Dealer - January 2020

Table of Contents for the Digital Edition of Digital Dealer - January 2020
