Digital marketing will continue to be a key investment area for auto dealers in 2024, as the auto retail industry continues to lag behind others in terms of innovation and technological capabilities. Over the coming months, business owners and executives will need to carefully consider their options and choose the strategies and partners that will best help their brands navigate the complex digital landscape.
On this episode of Driving Solutions, host Jim Fitzpatrick is joined by Aaron Sheeks, CEO of PureCars, an automotive technology and digital marketing company. PureCars has helped thousands of dealers expand their online advertising and e-commerce capabilities, making us a leading partner in the automotive retail sector. Here, Seeks talks about the company's plans for the National Automobile Dealers Association (NADA) conference in February, as well as the key digital strategies dealers will need in his 2024.
Important points
1. Last year was Seeks' first year as CEO of PureCars after his previous company, The AutoMiner, was acquired by the brand in mid-2023. He noted that the year was a huge success for both companies as they continued to help dealers take their digital marketing efforts to the next level.
2. Sheeks looks forward to introducing more technology at future NADA shows. He said PureCars has several innovations planned to be announced regarding the automotive digital marketing environment that will enable dealers to achieve great results in his 2024.
3. Sheeks says that while online media is more complex than ever, recent advances in technology have made managing digital marketing campaigns much easier. But to truly succeed, dealers need to have a solid understanding of how customer data is stored, collected, and used.
Four. Seeks predicts that dealers will focus on balancing their budgets in 2024 to compensate for falling prices and normalizing demand. Consolidating efforts, reducing costs, and increasing profit margins will be top priorities throughout the year. To support clients in this endeavor, technology and digital marketing providers will also look to offer solutions that offer retailers premium services at cost-effective rates.
Five. One of the most important investment areas for dealers in 2024 is their people. In addition to finding strong candidates, store managers and owners must also provide high-quality work experience to ensure employees are motivated to continue working hard. The more effective the team, the more return on investment dealers can get in areas like digital marketing.
To learn more about PureCars and its ever-expanding lineup of digital marketing services, be sure to visit our team at booth #4812W at the upcoming 2024 NADA Show.
“In 2024, the biggest investment you will make as an operator is your talent. Talent is expensive and you can make money anywhere you go, but there aren't that many platforms that have talent installed. So if you really want to win, , I'm going to put the right people and the right people in the stores and manage the revenue streams in the right way. ” — Aaron Sheeks
