Evaluating ROI on retail marketing in the UK

Car dealers in the UK spent £115.9 million on direct mail and online display for 2016, reveals the Car Purchasing UK Report by Google. Digital marketing isn’t cheap, but is it worth considering? Audi Dealership Vindis takes a look.

Quick look at ad spending and trends for automotive industry

According to the Google’s Drive To Decide Report in collaboration with TNS, more than 80% of the UK population over 18 years have access to the internet. More than 85% of the population uses a smartphone or a device with internet access. As such, car dealers must keep a check on the changing preferences and shifts. If the report is anything to go by, 90% of auto shoppers start with online research for cars, and thereby, the scope can be huge for car dealer. This is the precise reason why online display ads are so vital.

Around 11% of the Digital Ad Spending Growth in the UK can be contributed to the automotive industry, which is just second to the retail sector, according to eMarketer. The ad spending for the industry is further predicted to increase by 9.5% this year. More than 60% shoppers claimed they were influenced by the promotions, which is an indicator that online ad spending is certainly working for car dealers.

Fashion retail marketing spending and more

Online fashion sales reached £16.2 billion in 2017, which is again expected to increase by 79% by 2022. According to British Retail Consortium, ecommerce had one-fourth share in all purchases in December 2017. ASOS had a growth of astounding 18%, while Boohoo had a growth increase of 31%.

Similar trends were noted in utilities sector, where the largest comparison websites were in the list of UK’s top 100 highest spending advertisers. The healthcare market is bogged by many regulations, but email marketing remained a part of most campaigns.

It is pretty clear that online marketing was and will remain a major point of spending in most industries.

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