Mobile drives sales: Facebook auto summit

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Auto dealers, GMs, OEM representatives, and marketing experts attended the Facebook Automotive Summit to learn how to leverage the latest digital marketing tools on the world’s largest social network to drive auto sales.

“Canadians now spend more time on their mobile devices than desktops or laptops,” Joshua Bloom, Auto Industry Lead at Facebook Canada told more than 250 people attending the event at the Metro Toronto Convention Centre.

Bloom and other Facebook business leaders introduced new user-friendly digital shopping tools developed by Facebook which, they say, have the potential to increase sales, such as an ad feed format that will soon be officially named when it is released.

Bloom highlighted the examples of Agincourt Mazda and Acura of Hamilton, two dealership Facebook advertising success stories which highlight the role Facebook ads can play in reaching qualified auto shoppers while helping bring people into showrooms to buy —  this reduces cost per lead and achieves a five-fold increase in return on ad spending, he said.

Other speakers discussed actual brand/sales outcomes along with the measurement solutions Facebook uses to gauge whether a business is reaching “real people” and how effective ads are at reaching audiences across different devices.

“Our thumb is the new remote control,” said Christy Liu, Creative Strategist at Facebook’s Creative Shop in New York. Liu explained that  effective “mobile-first content experiences” should “feel native to the platform” both in terms of the scale of presentation and the graphic elements.  

The Facebook Canada Summit was presented in two parts. For the first part 1,200 people representing five separate industries including retail and financial services learned about Facebook’s increasingly sophisticated use of analytics and its technical abilities to hone in on highly specific demographics using the latest advances in mobile marketing technology.

Facebook business leaders Jordan Banks, Managing Director of Facebook/Instagram and digital marketing maverick, Jessica Jensen, Head of Brand Strategy & Product Marketing Communications, Facebook Business Marketing at Facebook, highlighted companies who have “embraced the change” digital has brought to marketing, such as McDonald’s, and others like HMV and Beck Taxi whose businesses have suffered because they have not kept up with the times.

Watch for more coverage in the next issue of Canadian auto dealer magazine.

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