For years, car dealerships and automakers have used visual storytelling to advertise vehicles. They have relied on TV advertising for almost a century to reach more consumers. In 2020, the global TV advertising revenue was about $141 billion. Although TV is still popular with the mass market, digital media has taken over and is now the top advertising medium. Looking to sell more cars? Here’s how you can combine TV and digital advertising and reach more car buyers.
1. Leverage Integrated Marketing
Integrated marketing is quite effective because it allows you to deliver a unified, holistic message across all the marketing channels you use. Most renowned marketers use integrated marketing and combine TV and digital adverts. Create content suitable for TV and digital platforms.
You can create TV ads that show consumers the type of cars you have at your dealership and your great customer service. When advertising on digital channels, you can use high resolution images, short videos, and sponsored content to reach more buyers.
2. Link the Two Platforms
Your TV advertisements should guide your potential customers from the TV to your social media pages or your website. And once prospects land on your website, they should find detailed information about the cars you sell and your dealership. Your advertising campaign will only be successful if potential car buyers connect with your brand and find a car that they would like to buy.
3. Incorporate Tech Tools
TV advertisements haven’t changed much over time. However, digital ads allow you to experiment and get creative. And if the ads are really interesting, they may go viral. Digital ads also enhance engagement. Potential car buyers who see your ads can reach out and ask questions. 95% of car buyers now start their research online and only visit the dealership after they’ve made up their minds.
A past report revealed that buyers who negotiated and closed deals online spent 45 minutes less at the dealership and were more satisfied. Instead of going to the dealership to examine cars in person, visit a virtual auto showroom. You can explore different types of cars from the comfort of your home.
4. Optimize Your Digital Adverts
Your digital ads should be an extension of the TV ads. The main advantage of digital marketing is you can add more touchpoints and reach a wider audience. Develop strategies that will help you reach the right audience via social media marketing, email marketing, and SEO. In addition, you can reuse your TV ads on digital channels to reach a specific audience. Digital platforms will help improve customer engagement better than TV.
If you want to reach more car buyers, you need to embrace integrated marketing. While TV is still a popular marketing channel, more people now use digital channels. To stay connected with your customers and engage prospects, customize your ads for both platforms and watch your sales go up. Do more than your competitors are doing and you’ll see great results.