Thinking with a local mindset can pay off for automakers that invest digital advertising dollars into campaigns at the Tier 3 level, Dealer.com says.
Manufacturers are accustomed to dropping big bucks on flashy, national Tier 1 TV commercials to build excitement around their brands or directing consumers to stores for regional Tier 2 efforts.
Dealer.com, a unit of Cox Automotive, increasingly is helping national brands coordinate local digital advertising with dealerships. Dealer. com’s actions illustrate how Cox units keep their focus while tying into Cox Automotive’s overarching strategy of serving all links in the online purchase process.