Marketing, both online and traditional, is only effective if the intended audience actually pays attention to your message. It’s also important that your marketing be effective at persuading consumers to purchase from your dealership. If your marketing efforts aren’t seen by consumers and have an effect on them, you might as well be throwing that money away.
Internet banner advertising is ignored by 46% of the participants in a Harris Interactive study. This means that almost half of web users that see your dealership’s Internet banner ads are blocking them out and not paying attention to your message. That’s a pretty terrible penetration rate.
In case that wasn’t enough of a blow, the same study reported that only 1% of participants believed Internet banner ads to be the most helpful when making buying decisions. Barely anyone turns to (or trusts) banner ads when looking for information related to purchasing.
According to this study, Internet banner ads are largely ignored and not effective in persuading consumers to buy from your auto dealership.
Instead of throwing this part of your marketing budget away, it makes much mores sense to reallocate it to marketing techniques that actually earn your dealership sales. Search engine optimization (SEO) and even pay-per-click (PPC) advertising will be found helpful by your target audience and are much less likely to be ignored than banner ads. Take a deeper look at the effectiveness and ROI of all of your marketing campaigns, and only fund those that are earning your dealership real sales.