“What’s in it for me?”

As OEMs look to increase consistency and put stricter compliance regulations in place, more and more of them are choosing to work with companies who can help them manage and optimize their digital programs. For the retailers they govern, these programs can seem restrictive, or like a whole lot of pain for too little gain. Many dealers initially ask, “what’s in it for me?” or “how is this going to help ME sell more vehicles?”

It’s pretty clear how certified digital marketing programs and providers can benefit an OEM, but to truly be effective, they must also create impact and value at the dealer level. Here are just a few of the benefits you as a dealer can capitalize on through engagement with a certified provider program.

#1. Certified providers come to the table with an understanding of the Tier 3 automotive space.

The automotive industry is complex, and different from other retail industries. As a dealer, you’re part of a national entity… but you’re also your own unique business, with a brand and local marketing challenges of your own. That’s an important distinction. When you work with a certified provider, you’re working with someone who already gets it.

A certified digital advertising/SEM provider, for example, understands that in Tier 3 automotive, not all traffic and impressions are equal. Or even worth the cost of acquisition. They know when and how to target your spend to a hyper local audience, and can help you ensure each of your dollars is helping you connect with your most viable customer leads. As another example, certified web developers have a greater appreciation for the critical nature of compliance. They come to the table with an in-depth understanding of the complexities associated with brand regulations, data security, customer privacy, and more, and they help create websites that meet your marketing goals without putting you at risk of any monetary penalizations. 

By working with digital marketing providers who understand Tier 3 business on day one, you’re setting yourself up for greater and more efficient success.

#2. Certified providers already have the tools and know-how you need.

Digital marketing for automotive dealers requires some pretty advanced technology — from tailored digital retailing platforms, to detailed inventory and asset management, to comprehensive customer journey and relationship management tools, and more. Coming up to speed on those platforms takes time and expertise that not just any vendor will have. Certified providers, however, are already familiar with these platforms and able to plug right in to your business systems. They’re able to reduce time spent ramping up, and allow your team to focus more of their time on sales. 

In addition to getting the tools up and running faster, certified providers are experts at leveraging them to your advantage. They are able to evaluate your past and present program components, make recommendations for where and how to scale them, and find ways to create new efficiencies. As part of a more integrated data stack and with access to more holistic analytics, these providers are able to deliver the visibility, insight and forecasting you need to effectively increase leads, conversion, and sales.

#3. Certified programs facilitate the consultative support and commitment you need.

When it comes to support, most dealers need more than a general hotline, or a monthly report with basic KPIs. In today’s evolving environment, it’s more important than ever to work with partners who are continually bring new ideas and best practices to the table. To be truly successful, you need real-time access to real experts, and consultative service that is uniquely tailored to your needs. The best certified programs incorporate this, providing ongoing support from a dedicated team of experts who know you and your specific business, and are able to provide meaningful value and insights across your digital marketing programs. 

Each certified provider has made an investment in the certification process, and a commitment to understanding and supporting the needs of digital marketing for automotive. Their future with the program is tied to the success of the dealers they support, giving them a vested interest in your continued growth.

Shift Digital is the leader in digital marketing program optimization. We help automotive dealers get the most out of their digital marketing initiatives, all while maintaining constant alignment with their OEM’s specific regulations.

For more information on how your dealership can leverage our expertise, visit https://shiftdigital.com/why-shift/ or contact your dedicated Shift Digital representative.