With 2022 fast approaching, every auto dealership knows that social media marketing is a must in the new year. But, with inventory shortages persisting, smart and efficient digital solutions are even more important. Inventory is moving quickly and dynamic ad campaigns paired with active shopper audience targeting is the only way to go.
What Is Inventory-Based Social Media Marketing?
Inventory-based social media marketing allows you to target shoppers using your existing inventory of vehicles. Once you sell a vehicle, it will disappear from online ads, which prevents prospects from clicking on vehicle description pages (VDPs) for moved vehicles therefore eliminating wasted ad spend and ensuring a better user experience.
High-quality social media marketing will also allow for advanced active shopper targeting which puts your ads in front of people looking to buy within the next 15 days. With this smaller audience, you get an additional bang for your buck because you focus your marketing spend on the shoppers that are most likely to purchase a vehicle.
Social Media Marketing in the Real World
Social media marketing allows dealers to reach a large audience of active shoppers in a cost-effective way. Plus, dynamic ads allow for each ad to be customized to an individual shopper showing them the inventory on your lot that they’re most likely to engage with.
One of our clients, Reinhardt Lexus, came to ZeroSum after a string of poor experiences with other vendors who were not being transparent or showing any true return on investment (ROI). They had very specific goals that they were looking to accomplish and our MarketAI Social product was one of many solutions presented to them. Since partnering with ZeroSum, the dealership has seen their new car sales increase by 23% and they have maintained the #1 position in their market.
Download the Full Case Study