The automotive business is a competitive market. Dealerships battle to attract and engage customers with the right cars and the right deals. Those with enough resources, the right sales team, and the most stellar marketing campaigns could win over more car buyers than auto dealerships that might not have all three. But there is one emerging key to giving your car dealership the edge it needs to win more customers.

Using Technology to Market Vehicles

Today’s showroom is looking more contemporary with digital screens displaying current automobile promotions, advertising, and even internal communications designed for sales personnel and other employees. Using digital signage systems is now part and parcel of implementing automotive marketing solutions for many dealerships because it attracts more buyers’ attention than traditional advertising materials like brochures and posters. It keeps them interested, engaged, and more importantly, encouraged to actually buy a vehicle.

But what auto dealerships need to remember is that in order to benefit from the lucrative results offered by digital signage systems, there has to be a strategic and targeted approach to using them. Dealerships need to consider the type of screens they have to use for specific areas. For instance, an interactive kiosk may not attract as much attention as a massive video wall in the main showroom while the same video wall would overwhelm a small customer’s lounge. The kind of display matters significantly in delivering the marketing and advertising communications of every car dealership.

It’s Not Just a TV

But using digital signage systems isn’t just about choosing the right display screen for the right area. While people are naturally drawn to moving images, they’re not just in showrooms to watch TV. Dealerships have to maintain that natural attraction to moving images by delivering engaging content. Indeed, presenting videos of the new car or new SUV a dealership is promoting will help to push that product to many buyers but consumers can only take in so much advertising. The in-showroom content has to not only be specific to a dealership, but it also has to be helpful and engaging to the buyers.

When considering content, auto dealerships should take into account the scaleability and ease of use. Can the dealership change content when the need arises? Will they be able to manage and change content using wide-ranging templates? Will they be able to seamlessly disseminate communications to other branches?

In considering the digital screens to use and which areas to use them in and generating targeted content, automotive dealerships can effectively maximise their digital marketing campaigns and experience great improvement in their business.

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