Spend wisely on advertising

Consumers are bombarded with advertising, and it’s a problem. As head of analytics for Kijiji Canada, Rohn Jackson says many people can’t take it anymore.

“It can be machine processed, but as individuals we can no longer actually parse all of that data. We can’t keep up with it. There’s too much happening,” says Jackson.

Jackson says online advertising has been on the rise for decades, but in recent years much of it has been ineffective. “Are we in a bubble? Are we actually spending in the most efficient ways? Are we keeping up and optimizing our advertising spend?”

Jackson analyzes the advertising numbers and analytics and advises dealers to ensure they don’t waste money on advertising. Jackson says part that means showing the numbers to people who work in various parts of the dealerships so they understand what’s happening.

Jackson says doing your homework will help you get the best bang for your buck. “Now that means having a really good understanding of the customer themselves so we can serve them that message at the perfect time,” he says. “That means identifying and going back and looking at how we are merchandising our vehicles and making sure that those optional extras, the things that differentiate that particular vehicle, relative to all the others out there. Those are the things that should be at the forefront.”

To stand out from the crowd and get the most from your advertising dollars, you need to: “Get the right vehicle in front of the right people at the right time.”

Organized by Kijiji, Canada’s largest online classifieds site, the theme of DealerTalkx 2018 is “The Agile Dealership.” The Toronto, Ont., event will be held between Oct 10-11, followed by the Montreal, Que., event on Oct 16.