Digital Marketing: The 21st Century Road to the Sale
Using Data From Multiple Platforms to Analyze Marketing Effectiveness:
- What metrics reveal about your customers’ online buying behavior
- How to measure the reach and engagement of your digital marketing strategy
- Which metrics demonstrate the performance of your website on the customer experience
- What are the 10 “Digital” steps to the sale and how do you track them?
Jim Dodd, Dealership Management Consultant – NADA will dive into the online behaviors that lead to conversion. He’ll explain which customer behaviors relate to vehicle and maintenance intent and he’ll discuss navigation trends, engagement time and pages viewed. In addition, he’ll look at how the performance of your website impacts the effectiveness of your digital marketing by giving the customer a positive or negative experience. Throughout the presentation, Jim will explain how to interpret online consumer behavior with the goal of understanding the effect your digital platform is having on the customer journey.
Jim joined NADA in 2009 and brings 18-plus years of auto-industry experience in wholesale, retail, consulting and digital advertising. Recently certified in Google Analytics and Google Ads, he continues to advise dealers on marketing strategies and web design to improve their online presence and performance. Prior to becoming a 20 Group consultant, Jim began his career with NADA as an account executive for Used Car Guide. Previously, he was the field sales manager and marketing director of Southern Auto Auction, where he managed the website and developed groundbreaking mobile technology. Jim manages Chrysler, Ford and GM dealer groups as well as an internet managers group and continues to focus on innovative ways dealers can leverage technology to improve their dealership’s overall performance