SCHENECTADY, N.Y. –

Mass marketing is dead, and targeting is everything. So says Dennis Galbraith, chief marketing officer for Potratz, in his latest video installment.

In “Hard Facts: Marketing Your Inventory,” Galbraith references the uselessness of yesteryear’s mass marketing modes, and suggests better ways to reach today’s customers.    

“It used to be we would bombard customers with mass advertising, trying to get people into the store, then shoehorn them into whatever inventory we had,” he said.

“But transparency — what the Internet has given the consumer — has changed all that.”

Instead of advertising to the masses, today’s efforts should target the people looking for the cars dealers have to sell.

Galbraith recommends programs like dynamic search, at the VIN-level rather than keywords, with the vehicle details page as landing page.

Also, he noted that social marketing ads are effective, when targeting people who are likely buyers of the type of cars a dealer has, or are considering a similar car from a different manufacturer.

“As long as they’re looking for something like what we have to offer, they’re a good target,” Galbraith said. “Your marketing has to be targeted to match your inventory.”

To view the entire installment, click here.