In the early days of COVID-19, one of the first business sectors to readily adapt to market changes was the automotive industry. With lockdown and social distancing measures preventing traditional car-buying transactions, a few savvy dealerships took measures into their own hands and got creative with their sales strategy. And their initiatives saw promising results and positive customer response.
Certain auto dealerships have reworked their entire purchasing process to better suit at-home car buyers by rolling out purchase-from-home vehicle programs. Trucks Only is one such dealer. Their customers can shop online and buy a car from the comfort of their couch with convenient options such as; at-home test drives, online financing and trade-in offers and front-door delivery.
Those of you who follow the progression of Genius Monkey’s technology know that we are always manifesting the importance of true measurement and attribution in order to gain a better understanding of which marketing efforts are most effective. Without this, there’s no way to know what works, and what doesn’t.
Digital programmatic advertisers that want to achieve full attribution need to grasp an understanding of their performance across an increasing number of channels. As marketers continue their digital progression, there are metrics that cannot be discarded or ignored, rather, they must be part of the application. If brick and mortar visits or phone calls are a part of your ad strategies, then mixing your gathered data with those digital metrics can be challenging. This is why many advertisers end up with a blind spot when their results are measured. But this blind spot can be cleared up considerably with call attribution.
Digital programmatic hasn’t always had a stellar reputation when it comes to ad fraud. Marketing professionals throughout the industry have been burned by ad tech companies in the past who failed to protect their clients from malicious ad fraud.
This resulted in a mountain of wasted ad dollars and tarnished brand reputations so it’s understandable why they might be hesitant to climb back onboard the ad tech safety train. After all, how can they know who to trust? With so much at stake, and so many fraudulent practices to be wary of, it’s easy to be afraid.