Kerri Wise is VP, Industry Education and Relations at TrueCar. Her automotive career spans 20 years, establishing herself as an expert on today’s evolving automotive consumer and the best practices on reaching, connecting and selling to them. She often shares these insights and trends, as a regular speaker at major conferences such as NADA, Digital Dealer, Driving Sales, NIADA and several other events nationwide and internationally.
Kerri joined TrueCar in 2015 and in her current role, her team helps clients maximize their success by sharing relevant consumer insights, best practices and trends at Industry conferences, regional training events, webinars and through TrueCar’s online dealer learning center, TrueCar University. Prior to TrueCar, Kerri spent 4 years at Edmunds.com leading Dealer Training, Sales Training, and Analytics, and 12 years at J.D. Power and Associates in several roles including Sales, Consulting, and Marketing research.
Three Digital Marketing Myths That Can Hurt Your Bottom Line
Despite an increase in digital marketing spend, the promises of digital marketing as a more efficient and cost-effective way to reach car buyers has yet to be realized by the average dealer. This is, in part, because dealers are basing their digital marketing decisions on past trends, incomplete information, and long-standing myths. This session will tackle three digital marketing myths related to marketing mix, messaging and online retailing strategies that result in wasted marketing dollars and decreased profitability. It will also identify alternate strategies that dealers are using to align with actual consumer behavior and purchase patterns.