"Where does AI fit into the car business?"
If you are a typical independent new or used car dealer, there are really very few options to access marketing that will allow you to predictably manage and grow your business. On the new vehicle side, much of the marketing is created and implemented by the manufacturer. Sales volume planning is often a factor of market share more than dealer driven advertising.
On the used car side, options are also limited. There are aggregate marketing sites like AutoTrader, Car Gurus, Facebook Marketplace and the like. All of which may be great places to be depending on the niche you operate in, but none of which are scalable in a meaningful way. You pay a monthly fee, and then see what comes. Doubling your investment in no way means doubling your results. That’s for sure.
There is radio and TV, both great media if you can budget for it, but also have challenges. First, they are difficult in their very nature to measure ROI. And like print media, are gradually ceding ground to digital forms of the content they provide. They, like their demographic, are slowly dying off.
Where does AI fit into all this? It’s quite possible that AI is the answer to these challenges not just in the car business, but in the owner run business model in general. The simple ability to control your marketing investment, accurately measure the ROI on the investment, and have the ability to actually grow their business. Imagine that, a marketing venue that allows you to predictably grow your business, that’s what AI can do for the owner managed business, like an independent car dealer.
Invest in digital campaigns that provide accurate cost per lead and lead contact data to relate to revenue generating clients. Deals. Combined with the ability to scale those campaigns up or down with predictable results. The only real variant being the ability of your staff to convert prospects into revenue. AI allows you to target your ideal prospect type, send them directly to your website, then convert into leads for your business, with the key element being scalability.
There is no other venue like that. Generating prospects that go directly to your website, not that of an aggregate where they never actually visit your site. The entire prospect journey from click to conversion is all tracked and measured by AI providing you transparent results that can be repeated and scaled. All with literally a few minutes a month invested reviewing results and planning the next month's budget. Control and time. Predictability and scalability. Transparency and automation. AI and Zymbyo.
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