Automative marketers should embrace their data and stop wasting money, urges expert

Car dealers are wasting much of their marketing budgets while they rely on gut feelings and fail to embrace data or measure results, a leading marketer has warned.

Adrian Richards said dealers need help applying modern tools to their marketing

Adrian Richards, managing partner for local area marketing at The Station Agency, told the Mumbrella Automotive Marketing Summit on Wednesday how dealer level wastage was high and could easily be addressed by applying some simple rules and tools – with dealers who embraced data and understood their communities seeing upt 15% rises in sales.

“I have heard many comments from dealers wrestling with these challenges around their marketing and their investment and it highlights how much marketing spend is being wasted by dealers,” Richards said.