Auto dealerships continue to struggle to attract local consumers to their stores with the increase in marketing channel competition. The problems range from other brand competition to competition from within the brand. Other sources include in-brand marketing channels from Tier 1, Tier 2 and Tier 3. This doesn’t mean dealerships cannot find marketing channels to drive consistent leads to their stores. As digital marketing continually changes, it is about being flexible by making changes to existing marketing plans and take advantage of the newer tools. Alternatively, revise how an existing marketing channel is being used. Consumer Car Buying Habits Informed consumers are, of course, an additional dilemma for dealerships. Local consumers spend more time researching brands, models, vehicle reviews on the Internet before they become a showroom walk-in. The consumers read vehicle reviews, ask for advice on social media from friends and family, and compare vehicle specifications. Showroom walk-ins have become a problem in terms of marketing channel attribution. These informed consumers do not call, make an appointment, complete an online form or send an email. They just walk-in! Autotrader’s 2016 consumer car buying journey is a clear sign of how shopping for cars has changed over the decades. Cox [...]