One Message, All Channels: Why you Need an Integrated Marketing Agency to Sell More Cars

Integrated Marketing CommunicationsHave you ever wondered: How you could be marketing your dealership better? How much money you should be spending in which marketing channel? How can you increase leads? How you can improve your ROI? These are questions almost every dealership has in today’s marketplace. There are so many options to even list, let alone grasp how to integrate all of these channels on top of managing your dealership’s day-to-day operations. That’s where an integrated marketing agency comes into play. But what is an integrated marketing communications agency? First, let’s define what Integrate Marketing actually is:

“Integrated Marketing Communications is an approach to creating a unified and seamless experience for consumers to interact with the brand; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.”

An integrated marketing communications agency is one that handles all marketing communications under one rooftop to ensure the unified and seamless experience for your customers while realizing real benefits to your dealership.

Now take a personal inventory of how many vendors you use to each form of marketing communication below. I added a few more to the list that weren’t mentioned in the definition.

Advertising

Sales Promotion

Public Relations

Direct Marketing

Social Media

Email Marketing

Website Design

Conversion Rate Optimization (CRO)

Search Engine Optimization (SEO)

Paid Search (PPC)

Do you have a number in your head? Is it more than one? Then you aren’t operating as efficiently as you could be by using an integrated marketing agency.

So what are the benefits of using an integrated marketing agency?

Consistent Messaging

The primary benefit of using an integrated marketing agency is knowing that your messaging remains consistent across all channels of marketing communication. For example, when you use an integrated agency, you know that your direct mailers will use the same messaging as your email marketing blasts, social media, and your paid Google search campaigns (PPC). You don’t have to be the middle man between your numerous vendors to make sure they are all working together to deliver the same message across the board.

Increased Workflow Efficiency

When you have multiple vendors handling different channels of your marketing communications, making a small change/edit becomes a big headache. Not only do you have to communicate these changes to your vendors, but they also have to able to work together to make sure those changes are realized and consistent (which you have to oversee). Some of these vendors may even be competitors and may not have the best relationships with each other. When you work with an integrated agency, you are working with a team of people who work in the same building and are able to better communicate the changes needed with each other via internal communication processes. This means you only have to communicate your change to one POC within the agency and they handle the rest from there. Time is money, and switching to a fully integrated agency can realize a 25-30% in time savings. Leaving you with more time to deal with the internal day-to-day operations of running your dealership.

Access to World Class Tools

No matter what industry you are in, having the best tools in your box allows you to do better work. When you work with an integrated marketing agency, you not only get access to their human capital, but you also get access to their tool box as well! These tools are selected by experts in their respected fields, and the cost gets distributed amongst all of their clients. Which means you are getting them cheaper than if you bought them in house. Tools can include:

  • SEO Analytics & Research
  • Media Planning and Buying
  • A/B Split Testing
  • Social Media Management
  • Content Strategy Generation

Stream Companies, in conjunction with our FullThrottle Dealership Website Platform, provides a fully integrated marketing communications strategy across all marketing communication channels. We employ experts in each respective marketing communication channel to ensure the cost/time effectiveness and reach of a unified message to your customers.


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Charles Bodner – is a Digital PR Coordinator for FullThrottle. His background includes: SEO, Inbound Marketing, Marketing Research, Gorilla Marketing, and Grassroots Social Activism.

 

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