by Big Time Advertising - Posted 1 week ago
This month, I sat down with industry veteran Chris Mueller, Vice President of Sales Operations at Big Time Advertising & Marketing to discuss how vehicle marketing has changed over the years and what the future holds for Independent Dealers when it comes to effective marketing.
John Dismukes: Many of our readers will remember the “pre-digital” days, but for those who don’t, how was used vehicle marketing traditionally conducted before the rise of digital platforms?
Chris Mueller: Before digital platforms, used vehicle marketing relied on traditional methods like newspaper classifieds, TV/radio ads, billboards and direct mail campaigns. Dealers also used on-lot promotions, cold calling, auto magazines, and word-of-mouth referrals. Community sponsorships and fleet sales helped build brand presence. While effective, these methods lacked the targeting and tracking of modern digital marketing.
JD: I remember getting the Sunday paper and seeing pages, sometimes even whole sections of the paper, dedicated to dealer advertisements. How did classified ads in newspapers and magazines shape the used car market?
CM: Classified ads in newspapers and magazines, connected buyers and sellers, set pricing expectations, and increased market transparency. They were a key sales channel before digital platforms expanded reach and accessibility.
JD: In addition to newspaper advertisements, what role did word of mouth and dealership networks play in the past?
CM: Word of mouth and dealership networks were crucial in building trust and credibility in used car sales. Personal recommendations influenced buyers, while dealership networks expanded inventory access and streamlined trade-ins. These relationships helped establish brand loyalty and repeat business in a pre-digital era.
JD: How did television and radio impact used car marketing strategies?
CM: Television and radio expanded used car marketing by increasing brand awareness and buyer engagement. Dealerships used catchy ads, promotions, and limited-time offers to attract local customers and build trust, making these channels essential before digital marketing.
JD: What were some major challenges in marketing used vehicles before the internet era?
CM: Before the internet, marketing used vehicles faced challenges like limited reach, slow information exchange, and difficulty targeting buyers. Dealers relied on print ads, TV, and radio, which lacked real-time updates. Trust was harder to establish without online reviews and
inventory turnover depended on local exposure and word of mouth.
JD: When did digital marketing first begin influencing the used vehicle industry?
CM: Digital marketing started shaping the used vehicle industry in the late 1990s and early 2000s with online classifieds like Craigslist and AutoTrader. Dealerships embraced websites, email marketing, and search engines, while the 2010s brought social media, targeted ads, and online marketplaces.
JD: It is often said that a dealer’s website is their showroom. What mistakes do you see dealers making when it comes to their website provider?
CM: Dealers often make these mistakes with their website provider:
1. Poor mobile experience – A non-mobile-friendly site drives away buyers.
2. Slow load times – Customers leave before browsing inventory.
3. Weak SEO – Low search visibility makes it harder to attract leads.
4. Incomplete listings – Missing photos, pricing, or details hurt credibility.
5. Lack of Clear CTAs – No strong “Apply Now” or “Call” buttons reduce conversions.
6. Limited lead capture – No chat or forms means lost customer inquiries.
7. Ignoring analytics – No tracking means missed marketing opportunities.
8. No CRM integration – Poor automation weakens lead follow-up.
A well-optimized website is key to increasing leads and sales.
JD: What impact did search engine optimization (SEO) and paid ads have on used vehicle
marketing?
CM: SEO and paid ads transformed used vehicle marketing by increasing visibility and driving targeted traffic. SEO improved search rankings for organic leads, while paid ads delivered instant exposure with precise targeting. Together, they boosted lead generation, engagement, and sales, making digital marketing a dealership necessity.
JD: I work with a number of dealers who have had great success with Facebook Marketplace. How have social media platforms like Facebook Marketplace and Instagram changed the way used cars are marketed?
CM: Social media platforms like Facebook Marketplace and Instagram have revolutionized used car marketing by enabling direct buyer-seller connections, wider reach, and real-time engagement. Dealers can showcase inventory with high-quality images, videos, and
interactive ads while messaging tools streamline inquiries and negotiations. These platforms have made used car shopping more accessible, visual, and fast-paced, reducing reliance on traditional advertising.
JD: You’ve touched on the importance of reputation and building trust with the customer. What role do online reviews and ratings play in influencing buyer decisions today?
CM: Online reviews and ratings shape buyer trust and decisions. Positive feedback boosts credibility and sales, while negative reviews can deter shoppers. Actively managing and responding to reviews helps dealerships build a strong reputation and attract more customers.
JD: How has video content (e.g., YouTube, TikTok) been utilized in used car marketing?
CM: Video content on YouTube and TikTok enhances used car marketing with virtual tours, test drives, and customer testimonials. Short videos boost engagement, while longer YouTube reviews build trust and influence buyers.
JD: What technological innovations (such as AI and big data) are currently shaping digital marketing for used vehicles?
CM: AI and big data are transforming used vehicle marketing by improving targeting,
automation, and customer insights. AI chatbots enhance lead engagement, predictive analytics optimize pricing and inventory, and big data powers personalized marketing, helping dealers reach the right buyers more efficiently.
JD: Let’s talk about the future of vehicle marketing and what our readers can anticipate. How do you see artificial intelligence and automation transforming used car marketing?
CM: AI and automation are transforming used car marketing by streamlining processes, improving targeting, and enhancing customer engagement. AI-driven chatbots handle inquiries 24/7, and predictive analytics optimize pricing and inventory. Automated ads ensure personalized marketing at scale. These technologies help dealers boost efficiency, increase conversions, and improve customer experience.
JD: What role will virtual reality (VR) and augmented reality (AR) play in the future of used car sales?
CM: VR and AR will revolutionize used car sales by offering immersive, interactive experiences. VR will enable virtual showroom tours and test drives from home, while AR will allow buyers to visualize vehicles in their driveway or explore features in real-time. These technologies will enhance buyer confidence, reduce showroom visits, and streamline decision-making,
making online car shopping more engaging and efficient.
JD: Finally, what advice would you give to businesses looking to stay ahead in the evolving used car marketing landscape?
CM: To stay ahead in the evolving used car marketing landscape, businesses should:
1. Embrace digital advertising – Invest in SEO, paid ads, and social media for maximum visibility.
2. Leverage AI and automation – Use chatbots, predictive analytics, and automated marketing to streamline operations.
3. Optimize for mobile – Ensure websites and listings are fast, user-friendly, and mobile responsive.
4. Engage with video content – Utilize YouTube, TikTok, and live streams to showcase inventory dynamically.
5. Encourage and manage reviews – Build trust by responding to customer feedback and maintaining a strong reputation.
6. Explore emerging tech – Adopt VR/AR experiences to enhance online car shopping.
7. Utilize data and analytics – Track performance and adjust strategies to maximize lead conversion.
Staying adaptable and tech-savvy will help businesses thrive in the competitive used car market. Let’s keep the conversation going. Let me know your thoughts at john@niada.com
