This is a follow up to my post titled Digital Frequency & Saturation Are Making Waves.
Just as we talked about “reach,” the number of people who may be in the market to buy, now we have to talk about the most effective way to place a dealership first on the mental shopping list of customers. This is called digital frequency.
Just like you cannot expect much from one TV ad during the 10 o’clock news or one Sunday print ad once a month, your digital presence has to actively be in front of the buyers when they are shopping.
This is why digital frequency should be treated just as importantly as digital saturation of a market. A number that I heard this week was that as many as nine different websites are being looked at by people who are shopping for cars before they find the car that they are interested in buying. If this number is true then your ads and optimization efforts need to reach these people each time they shop so you have a chance to capture them on your site.
Retargeting is another great tool to expand your presence if you are one of the nine sites that a person has visited because you will continue to appear on their screen as they look for more options. The Internet is no different than buying a frequency building medium like cable or radio. You need to be there, and be there often in order to take more viewers away from your competitors.