Performance Incorporated, a business unit of ADP Dealer Services and provider of Dealership Performance 20 Groups, announced a new alliance with DrivingSales to launch performance groups for dealership Internet marketing activities.
Dealers in these groups will discuss how technology is reshaping the way customers shop for vehicles and new ways to market to their target audiences.
According to ADP, the new partnership will focus on several key trends:
- Internet marketing is constantly becoming more and more complex due to so many measureable parameters.
- Acting on data to improve marketing performance is the top analytics objective of dealers for 2013, according to MarketingSherpa.
- Dealers want to know which tactics increase results and improve overall satisfaction for both their customers and their audience as well as understand how their performance is measuring up against other dealers.
- Innovative dealers want to learn from other innovative dealers which best practices maximize their own Internet marketing efforts.
ADP said these trends are causing dealers to search for new technology and dealer forums that will help them understand the metrics behind their online investments.
“Dealers want to see if their inventory marketing, lead marketing and most importantly, their websites are paying off. Group members will compare Internet marketing statistics against other members of the Internet Marketing Performance Groups to gain insight into their dealership’s strengths and weaknesses, learning how to improve in all areas.”
Jared Hamilton, CEO of DrivingSales said that since Performance Groups were built on the principles of opening up a whole new layer of visibility into a dealer’s operation, it makes sense to include Internet marketing activities now.
“Since DrivingSales collaborates with ADP, Cobalt and other industry leaders to provide the most current insights into dealer digital marketing performance, it is a natural progression to make this important data available to 20 group members who have a history of being on the forefront of such industry changes,” he said.
The first Internet Marketing Performance Groups began in April 2013. Topics discussed included maximizing website content and activity, lead management, reputation management, mobile and micro sites, chat, lead sources and search engine marketing and optimization