Advertising-Related Content | Cox Automotive Inc.

Easterns Automotive Group Embraces Transparency with Kelley Blue Book® Price Advisor for Greater Competitive Edge 12/04/2018 Joel Bassam, Marketing Director of Easterns Automotive Group, understands that pricing transparency is critical for today’s vehicle buyers — as well as dealerships. “Transparency is important to us as a company,” he says. “We don’t want to spring surprises on our customers. I want a customer to always feel confident in our price.” “I want them to be able to do a small amount of research… Read Article

Advertising Case Study Pricing Marketing

Data Reveals New Car Merchandising Best Practices 08/15/2018 Strong new car merchandising can differentiate your dealership from the competition and drive consumer preference for your inventory. In fact, data shows that shoppers are more likely to engage with well-merchandised vehicles.1 The good news? Autotrader’s search results are now not only based on shopper search criteria, previous shopping behavior, price and distance of vehicle to the shopper, but also on how well your inventory listings… Read Article

Research Advertising Merchandising infographic New Car Best Practices Marketing

Take the guesswork out of your digital ad strategy and optimize your marketing spend 08/01/2018 The good old days were so much simpler. Car buyers would hit the weekend newspaper classified ads and head out to dealerships; advertising and marketing was a matter of updating the circular, publishing the ads, putting out new hangers and ordering door clings. Things are a little more complicated today. But it’s not a bad thing. Digital channels have empowered consumers during the car shopping process,… Read Article

Advertising Performance Metrics attribution Marketing

Four essential strategies for successful digital advertising 07/24/2018 WELCOME TO THE “DIGITAL FIRST” ERA Digital advertising has evolved from a component of dealership marketing to the cornerstone of effective strategy. Cox Automotive's 2018 Car Buyer Journey study shows that nearly all car shoppers turn to the internet to research and consider their next automotive purchase. The same study also reveals that at the start of their shopping journey, 2 out of 3 shoppers do… Read Article

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The Big Takeover: Coordinated Online Campaigns Maximize OEM Marketing 07/20/2018 This case study shows how two OEMs used digital advertising takeovers of third-party site homepages combined with well-timed multi-tier ads, editorial, social media content and retargeting to accelerate make/model awareness and engagement online. Learn which online marketing tactics were most effective at influencing shoppers at multiple touchpoints during the consumer car buyer journey, from research and shopping activities down to conversions at the dealer level. THE… Read Article

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Research Shows How Strong Merchandising with Used Cars Gives You an Edge 06/04/2018 Regardless of whether you're a franchise or an independent dealer, you can set yourself apart from your competition, and drive influence and preference with strong merchandising. In fact, because data shows that shoppers are more likely to engage with well-merchandised vehicles,1 Autotrader’s search results are now not only based on shopper search criteria, previous shopping behavior, price and distance of vehicle to the shopper, but also on merchandising.… Read Article

Research Advertising Merchandising infographic Used Car Best Practices Marketing

Every Picture Sells a Story 05/02/2018 The Power of Pictures Study looks at how online images can motivate a car buyer to seek out more information and what images are most important to them when they’re researching and shopping online. Quality photos of online inventory are a critical part of the vehicle merchandising that is essential to optimizing the effectiveness of advertising on third-party sites, like KBB.com and Autotrader.com. In fact, because data… Read Article

Research Advertising Merchandising New Car Used Car Best Practices Marketing

Merchandising New Cars: Is It Worth It? 05/02/2018 Through years of experience we know that great merchandising yields great results on used inventory, but many dealers still show signs of disbelief that it will lead to similar results for new inventory. While it is easy to argue that new vehicles are basically commoditized – that they are the same and consumers will not need to be sold through pricing, multiple real photos and comments… Read Article

Advertising Merchandising New Car Best Practices Marketing

Telling Your Value Story Through Photos 05/02/2018 The goal of online merchandising is to differentiate your inventory and your dealership from the competition in a crowded marketplace. To get consumers engaged in the process of purchasing from you, your online merchandising must create value in the minds of shoppers. Your goal is to influence shoppers to choose you. The photo tips presented here are best practices that can be implemented on your dealership… Read Article

Advertising Merchandising Best Practices Marketing

Transparency – Measuring the Value of Your Marketing Investment 06/06/2017 To help provide dealers with the definitive connection between the unknown online shopper and the offline transaction, we set out to conduct the most comprehensive attribution study in the industry, measuring the effectiveness of two of the industry’s most-used third-party sites: Autotrader and KBB.com. Read Article

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