Research carried out by an automotive digital marketing firm has suggested that businesses aren’t harnessing the full potential offered by social media sites, according to an article published by Car Dealer Magazine.

Razsor’s survey found that while car dealers were active in their use of Facebook and Twitter for social media marketing campaigns, they were overlooking other sites, such as YouTube and LinkedIn.

Group director of digital marketing at Trader Media Group, Craig Stevens, commented on the findings of the survey.

He said: “There’s widespread agreement that in an increasingly competitive market, customer services is a key differentiator that can offer dealers the opportunity to stand out from the crowd.

“The last few years has seen significant growth in online activity, both for dealers and customers, but many dealers are still missing out on the opportunity to further engage with online customers. Social can be much more than just a Facebook page.  With the right engagement dealers can receive in-depth reviews, feedback on their website and extend marketing campaigns beyond traditional channels,” he added.

Stevens concluded by adding: “The real value of social media doesn’t necessarily come from employing someone to “do social,” but from wider training, understanding and adoption of social media as a communications channel. With a few simple tools, a dealership can offer its customers a new level of customer service, engaging with them whenever they are online.”

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