BY JAYME JENKINS CONTRIBUTING WRITER

On average , consumers spend nearly seven hours online each day , according to the Digital Global Overview Report by Kepios . This includes searching for information on units , parts and services they want to buy . With consumers spending so much time on the internet , dealerships have recognized the importance of having a strong online presence to get found by potential buyers .

With the right mix of marketing tools , you can get in front of the right online shoppers anytime and anywhere . Modern marketing technology solutions are designed to work together to give every shopper a personalized , cohesive buying experience , even if every individual takes their own unique path to purchase .

THE MODERN BUYER ’ S JOURNEY Even if most shoppers jump back and forth between marketing channels and may not follow a direct path to purchase , there are a few common stages where you can intersect their journey with the right marketing channels .

AWARENESS This is the point where potential customers are researching on the internet to find what they want and where they might be able to buy it . This is the perfect opportunity to get your marketing messages in

front of shoppers , before your competition . Utilize SEO and paid ads to ensure that your dealership reaches the top of the search results page . This is also a great time to leverage social media to engage with your audience as they formulate opinions and find a dealership they can trust .

CONSIDERATION As shoppers begin to consider their options , you can edge out the competition by making the buying journey simple for your shoppers , no matter which marketing channels they choose . You can use your digital storefront to deliver the information shoppers expect to find – including detailed product listings and clear calls to action – and make it easy for them to compare units .

EVALUATION When shoppers are ready to make a decision about the right unit and dealership , you can remind them of your offerings and your dealership ’ s reputation . Implementing a mix of automated email marketing , online review management and retargeting ads can help you deliver the messages each shopper wants to hear . They can also help you to engage with your audience and reassure them that buying from you is the very best decision .

PURCHASE AND POST PURCHASE Make the online to in-store purchase experience seamless for your shoppers by offering convenient payment and financing options that reduce the time to sale . And remember , just because you ’ ve closed a sale doesn ’ t mean the buyer ’ s journey is over . You want to keep your customers for a lifetime , and that means delivering personalized emails when it ’ s time to service their unit or

consider a trade-in .

Check out Dealer Spike ’ s new eBook , “ Be Where Your Customers Shop : Your Guide to Integrating Marketing Channels to Achieve Your Dealership ’ s True Potential ” to learn more about the modern buying journey and how modern marketing solutions can ensure your dealership reaches a wider audience and still personalizes each shoppers ’ experience .