The automobile industry has come a long way — and not just in terms of technology. At the beginning of the millennium, those looking for a new car would typically go around town trying to find the right model at the right price. But according to research from Google, the customer journey has become much less physical. Questions about product affordability, suitability, and ranking are increasingly being resolved during online micro-moments. If you’re in the automobile sales market, the message is clear: with car shoppers spending less time exploring dealerships firsthand, digital marketing is gaining more importance in capturing their attention and business. To make the benefits of online marketing more concrete, let’s consider some common goals for auto dealerships — and how digital tactics fit in.

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