The Alan Day Group recently stated that they are focused on developing their social media by starting up a new marketing platform.
This involves entering into a longer-term partnership with Marketing Delivery for use of its SocialStock social media marketing platform.
Alan Day Group now deploys SocialStock across its dealer network, using it to tailor social media marketing for multiple vehicle brands and sites.
During a pilot, Facebook became one of the dealer group’s primary drivers of traffic to its websites, alongside pay-per-click advertising, direct web traffic and Google searches.
Visitors to the group’s websites returned an average of 2.4 times to view a specific car. A third of visitors from social media sources also went on to visit the used car search page to check other vehicles.
Using dynamic stock advertising also now allows Alan Day to directly target Facebook users that have previously visited their website or shown an interest in buying a car.
Targeting potentially interested customers with relevant adverts has further boosted engagement and lead generation.
Paul Tanner, Managing Director of Alan Day Volkswagen, said: “Social media advertising for a dealer group can be challenging and time-consuming, particularly when it comes to successfully identifying and targeting different groups of people for different vehicle brands and dealer locations.
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