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Achieving an Optimal Internet Marketing Mix

Source: www.autobytel.com
Topic: Internet Marketing

Sort Desciption: Internet Marketing Mix. MichaelRosenberg. The J.D. Power and. Associates. 2005. Dealer. Satisfaction ... Effective Internet marketing requires both an ...

Content Inside: 36 Achieving an Optimal Internet Marketing Mix MichaelRosenberg The J.D. Power and Associates 2005 Dealer Satisfaction with Online Buying Services Study released in September shows that information found on the Internet affects selection for 79 percent of automotive Internet users. As the number of people researching their next vehicle purchase online continues to increase dealers must carefully plan how to reach those shoppers. From search engine strategies to banner advertising dealers have an extensive menu of marketing options from which to choose. The key is to find the mix that works best for a dealerships specific needs and produces the highest return on investment. Most dealers are probably familiar with how easily traditional marketing programs can fail to pay out due to misconceptions lack of tracking or poor planning. While Internet marketing presents a dealers most cost- effective and targeted marketing method there are many different ways to tackle it and finding the right mix can be challenging. The advice outlined here is intended to offer a good starting point to becoming a savvy Internet marketer. Effective Internet marketing requires both an easy-to-use Web site optimized for natural search commonly referred to as search engine optimization a targeted paid search strategy and a source for high-quality third party Internet leads. The extent to which each is used should be based on the specific needs of the dealer. Web Sites and SEO For online buyers a dealer Web site may be the first interaction he or she has with the brand. Therefore it is critical to make this interaction a good experience. Dealer Web sites need to effectively represent the key benefits they want to communicate about both the dealership and the brand image. Web sites need to be simple to navigate and easy to use. Easy-to-find contact information including phone numbers hours of operation address and driving directions is key. Ideally the Web site should be optimi ...

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