I just held our first Do More Digital webinar. It’s the first in what will be a series of helpful videos for dealership marketing. A good portion of the presentation addresses social distancing and its impact on dealerships. I go into how this new phenomenon needs to propel dealerships toward providing a more robust digital engagement for customers.
The primary thrust of the presentation was focused on how Covid-19 has accelerated the need for more in-depth digital content for shoppers. This means providing a much more robust array of content as well as the way that content is communicated (visually and audibly in addition to text).
For dealerships, I’ve been advocating for more than just, what I refer to as, “Buy or Goodbye” types of engagement for a long while. “Buy or Goodbye” applies to delivering content exclusively focused upon the sale of products (including things like specifications and product descriptions). If you still aren’t clear on what this means, then this webinar is really worth watching.
The current situation, with Coronavirus, should make clear that prospects will be thirsty for more elaborated digital content. We believe that if dealerships do not adjust their approach to marketing and sales, they risk relevancy to shoppers. Shoppers will seek content providers (websites) that address and help them determine the best solutions. In light of “social distancing”, they will avoid physical engagement even more than they have in the past.