What Car Dealerships Get Wrong About Digital Marketing (And How to Fix It)

The automotive industry is stuck in 2010.

While every other sector figured out digital marketing, car dealerships are still running campaigns like it's the newspaper era.

Generic Facebook ads showing a car with "Great deals this weekend!"

Email blasts to their entire database with zero segmentation.

Websites that look like they were built when the Toyota Camry was still cool (the first time).

I've watched dealerships across four markets make the same mistakes. Different countries.

Different brands. Same problems.

Here's what's broken and how to actually fix it.

The Core Problem: Dealerships Market Like It's Still 2010

What they do:

• Blast everyone with the same message

• Focus on "this weekend's sale"

• Treat digital like it's just online billboards

• Measure success by impressions, not conversions

What actually works in 2025:

• Segment by buyer stage and intent

• Build long-term nurture campaigns

• Use digital to educate and build trust

• Measure by test drives booked and cars sold

Let me break down the five biggest mistakes and what to do instead.

Mistake #1: Treating Everyone Like They're Ready to Buy Today

What I see constantly:

Someone visits your website once. Looks at a sedan. Doesn't fill out a form.

Three hours later, they're getting retargeted with "SPECIAL OFFER - BUY THIS WEEKEND."

That's not how people buy cars.

The reality:

The average car buyer spends 3-6 months researching before they visit a dealership.

They're comparing models. Reading reviews. Calculating finances. Checking safety ratings.

Only 5% of your audience is ready to buy right now. The other 95%? They're researching.

And you're ignoring them.

What to do instead:

Build campaigns for three distinct buyer stages:

Stage 1: Research Phase (Months 1-3)

Who they are: Just started looking. Comparing brands and models.

What they need: Education, not sales pressure.

Your content:

• "SUV vs Sedan: Which is Right for Your Family?"

• "Electric vs Hybrid vs Petrol: Real-World Cost Comparison"

• "Safety Features That Actually Matter in 2025"

• Model comparison guides

• Unbiased reviews (yes, mention competitors)

Your ads: Informational, not promotional

• Target: Broad interest audiences (people interested in cars, family vehicles, electric cars)

• Goal: Get them into your content ecosystem

• CTA: "Download our buyer's guide" not "Book a test drive"

Stage 2: Consideration Phase (Months 3-5)

Who they are: Narrowed down to 2-3 models. Serious but not ready.

What they need: Comparison data and social proof.

Your content:

• "[Your brand] vs [competitor]: Real owner experiences"

• "Total Cost of Ownership: What most people forget"

• Customer testimonials (video works best)

• Virtual tours and walkthroughs

• Finance calculators

Your ads: Comparison-focused

• Target: People who visited specific model pages

• Goal: Position your model as the best choice

• CTA: "Compare models" or "See real owner reviews"

Stage 3: Decision Phase (Week before purchase)

Who they are: Ready to buy. Choosing between dealerships now, not cars.

What they need: Convenience, trust, and a deal.

Your content:

• Current inventory with real-time availability

• Trade-in value estimator

• Finance pre-approval (online)

• "Why buy from us" (service guarantees, warranties, perks)

Your ads: Conversion-focused

• Target: High-intent (visited multiple times, configured a car, used calculator)

• Goal: Get them in the door

• CTA: "Book a test drive" or "Reserve this car"

The key: Different message for different stages. Stop treating researchers like buyers.

Mistake #2: Your Website is Doing the Opposite of Selling

Let me guess what your dealership website looks like:

• Homepage slider with 5 rotating offers (nobody reads past the first one)

• "View inventory" button

• A form that asks for name, email, phone, address, preferred contact time, and your firstborn child

• Zero personality

• Stock photos of happy families (not your actual customers)

Here's the problem:

Your website is optimized for the dealership, not the customer.

What to do instead:

Redesign your site around the buyer's journey:

Homepage

• Hero section: Clear value proposition

  • "Melbourne's Most Transparent Car Buying Experience"

  • Not "Quality Cars, Great Service" (everyone says that)

• Three paths:

  • "I'm just browsing" → Educational content

  • "I know what I want" → Inventory with smart filters

  • "I'm ready to buy" → Book test drive / Get pre-approved

• Trust builders: Real reviews, actual customer photos, transparency about pricing

Model Pages

• High-quality photos (not stock images)

• Real-world specs (not just horsepower - show cargo space with actual luggage)

• Video walkthroughs

• "Configure your car" tool (color, trim, options)

• Current availability (how many in stock, incoming)

• Total cost calculator (not just MSRP - include insurance estimates, fuel costs, maintenance)

Forms

Kill the 12-field form. Start with this:

For research phase:

• Email only (to send the guide)

For consideration phase:

• Email + Phone (for personalized comparison)

For decision phase:

• Full details (they're ready, ask for more)

Progressive profiling. Don't ask for everything upfront.

Mistake #3: Email Marketing That Makes People Unsubscribe

What dealerships send:

• "SALE THIS WEEKEND" (every weekend)

• "NEW INVENTORY JUST ARRIVED" (why should I care?)

• Generic newsletters with 10 offers nobody asked for

Average open rate: 8-12%Average unsubscribe rate: 5-8%

That's terrible.

What to do instead:

Segment your list and send relevant content:

Segment 1: Active Researchers

Who: Downloaded guides, browsed multiple models, not ready to buy yet

Email sequence:

• Week 1: "Here's what most people miss when comparing [models]"

• Week 2: "Real owner cost breakdown: [Model] after 1 year"

• Week 3: "Test drive checklist: What to actually pay attention to"

• Week 4: "Current offers on [models they viewed]"

Frequency: Weekly

Segment 2: High Intent

Who: Configured a car, used finance calculator, visited 5+ times

Email sequence:

• Day 1: "Your configured [model] is in stock"

• Day 3: "This [model] has 3 other people interested" (if true)

• Day 5: "Book a test drive - available slots this week"

• Day 7: "Special offer on your configured model" (if applicable)

Frequency: Every 2-3 days

Segment 3: Past Customers

Who: Bought from you before

Email sequence:

• Month 6: "How's your [car model]? Quick service reminder"

• Month 12: "Free annual checkup for [model] owners"

• Month 24: "Trade-in value of your [model] is higher than expected"

• Month 36: "New [updated model] released - here's what's different"

Frequency: Based on service schedule and lifecycle

The key: Send what they want to hear, not what you want to sell.

Mistake #4: Paid Ads That Waste 70% of Your Budget

What I see dealerships doing:

• Running brand awareness campaigns (you're a dealership, not Coca-Cola)

• Targeting "everyone in a 50km radius aged 25-65"

• Using generic ad creative (car photo + "Great deals")

• Sending all traffic to homepage

• No retargeting strategy

What actually works:

Google Ads Strategy

Campaign 1: High-Intent Search

• Target: "buy [car model] Melbourne", "[model] dealership near me", "[model] price Australia"

• Budget allocation: 40% of paid budget

• Landing page: Specific model page with booking form

• Expected conversion: 8-15% (highest intent)

Campaign 2: Research Search

• Target: "[model] review", "best family SUV", "[model] vs [competitor]"

• Budget allocation: 30% of paid budget

• Landing page: Comparison guides, reviews, educational content

• Expected conversion: 2-5% (building pipeline)

Campaign 3: Retargeting

• Target: Anyone who visited model pages but didn't convert

• Budget allocation: 30% of paid budget

• Ad types:

  • Days 1-3: Model benefits

  • Days 4-7: Comparison to competitors

  • Days 8-14: Special offers

  • Days 15+: Testimonials + final push

• Expected conversion: 5-10%

Meta Ads Strategy (Facebook/Instagram)

Stop broad targeting. Start with:

Campaign 1: Lookalike Audiences

• Source: People who booked test drives in last 6 months

• Target: 1% lookalike in your region

• Creative: Video testimonials from real customers

• CTA: Download buyer's guide

Campaign 2: Engagement Retargeting

• Target: Engaged with your content (watched video 50%+, clicked link)

• Creative: Model-specific benefits, comparison content

• CTA: "See current inventory"

Campaign 3: Conversion Retargeting

• Target: Visited 3+ times, configured car, or used calculator

• Creative: Time-sensitive offer, inventory alerts

• CTA: "Book test drive"

The key: Match your ad to buyer intent. Stop showing test drive ads to people who just started researching.

Mistake #5: Ignoring the Post-Purchase Experience

Here's what happens at most dealerships:

Someone buys a car. They get a "thanks for your purchase" email. Maybe a service reminder 6 months later.

That's it.

You just lost the easiest opportunity to build loyalty and get referrals.

The reality:

• Most people buy a new car every 3-5 years

• 67% of car buyers will consider the same dealership for their next purchase (if they had a good experience)

• Referred customers are 4x more likely to buy and spend 13% more

What to do instead:

Build a post-purchase nurture campaign:

Week 1: The Onboarding

• Email 1: "Your new [model] - owner's quick start guide"

• Email 2: "5 features you might not know about"

• Email 3: "Join our [model] owners group" (Facebook community or WhatsApp)

Month 1-3: The Education Phase

• Tips for your specific model

• Maintenance schedule explained

• "How to get the best fuel economy in your [model]"

Month 6-12: The Service Phase

• Service reminders (before they're due)

• Seasonal tips (winter prep, summer road trip checklist)

• "Bring a friend for free service" referral offer

Year 2-3: The Trade-In Prep

• "Current trade-in value of your [model]"

• "New features in the latest [model]"

• "Upgrade incentive for existing customers"

Year 4-5: The Next Purchase

• "It's time for an upgrade"

• "We'll buy your [model] even if you don't buy from us" (transparency builds trust)

• VIP early access to new models

Plus: Ask for reviews after 30 days (when they're still excited)Plus: Incentivize referrals ("Refer a friend, get $500 service credit")

What This Looks Like in Practice

Let me show you what a complete campaign looks like:

Scenario: New electric SUV model launching

Phase 1: Pre-Launch (30 days before)

Goal: Build interest and capture emails

Content:

• Blog: "Everything we know about the new [Model]"

• Video: Early preview and walkaround

• Landing page: "Be first to test drive - register interest"

Ads:

• Target: EV-curious audience (visited EV pages, engaged with EV content)

• Creative: Teaser content, specs reveal

• CTA: "Get early access"

Email: Drip campaign to registered list with exclusive updates

Phase 2: Launch (Week 1-2)

Goal: Drive test drives

Content:

• Full model page with configurator

• Video: Detailed review and test drive

• Comparison: vs competitors

Ads:

• Retarget: Everyone from Phase 1

• New: Lookalike of EV buyers

• Creative: Full reveal, key features

• CTA: "Book test drive"

Email: "It's here - book your test drive"

Phase 3: Post-Launch (Week 3+)

Goal: Convert test drivers to buyers

Content:

• Customer testimonials (from early buyers)

• Trade-in offer for current EV owners

• Finance deals

Ads:

• Retarget: Test drivers who haven't purchased

• Creative: Limited availability, customer stories

• CTA: "Reserve yours"

Email: Follow-up sequence after test drive

Result: Full pipeline from awareness to purchase, all tracked and measurable.

Tools You Actually Need

Forget the expensive marketing suite. Start with these:

Must-haves:

• CRM with automotive integration (DealerSocket, VinSolutions, Elead)

  • Track buyer stage

  • Automate follow-ups

  • Connect to inventory

    
    

• Email marketing platform (Mailchimp, ActiveCampaign)

  • Segmentation

  • Automation

  • A/B testing

    
    

• Landing page builder (Unbounce, Leadpages)

  • Model-specific pages

  • A/B testing

  • Form integration

    
    

• Google Analytics 4

  • Track full customer journey

  • Conversion tracking

  • Audience building

Nice-to-haves:

• Chatbot (Drift, Intercom) for instant responses

• Video platform (Wistia, Vidyard) for model walkthroughs

• Review management (Birdeye, Podium) for reputation

Budget: $500-1000/month for tools (less than one car sale)

The Bottom Line

Car dealerships aren't losing to other dealerships.

They're losing to better customer experiences everywhere else.

People are used to Amazon. Netflix. Uber. Seamless, personalized, convenient.

Then they try to buy a car and it feels like stepping back in time.

The opportunity: Be the dealership that actually understands modern marketing.

Segment your audience. Personalize the experience. Meet people where they are in their journey.

It's not complicated. But it requires rethinking everything you're doing now.

Questions about automotive marketing? I've worked on campaigns across different markets and industries.

Let's talk: thezhanakhmetalim@gmail.com or LinkedIn