As Q2 comes to a close, signals of recovery can be seen following nearly 18 months of global challenges. Economic indicators are showing positive trends: the unemployment rate is decreasing compared to last year, GDP growth is strong, and personal incomes continue to rise across industries. Over half the population has received COVID-19 vaccinations, and demand in the auto retail sector is recovering—forecasted to surpass pre-pandemic levels.
However, a new challenge now faces dealerships: historically low inventory, caused by supply chain issues and chip shortages. This has also intensified competition in the used car market, making it increasingly difficult to source pre-owned vehicles. As we look ahead to Q3, dealerships must adapt to these fluctuating conditions. What can companies do now for a successful second half of the year? The solution lies in forward-thinking digital marketing strategies.
At DIGITPRO, we see that even with lower inventories, consumer demand remains resilient. Many buyers are reacting by:
- Switching to used cars
- Exploring different brands
- Placing advanced build orders for vehicles
Interestingly, consumers are investing more than ever before—recent financial data shows the average amount financed for new car loans reached a record high at the end of last year and has continued climbing.
Recent research highlights major shifts: for the first time, over half of shoppers who start with a search end up switching automotive brands. Furthermore, the vast majority—91%—consider multiple brands during their research journey.
The Lasting Power of Search in Digital Marketing
In the current market, having a robust presence on search engines is more important than ever. According to recent studies, 79% of consumers used search engines to find the dealership where they ultimately purchased their vehicle. Search has consistently outperformed other tools—such as dealer and OEM websites or video—in helping people make their buying decisions. Notably, after seeing televised ads, 90% of consumers turn to online search engines as their next step.
The lesson? Staying visible where your customers are looking is critical. Even if your instinct is to reduce advertising because of low stock, those businesses that maintain their digital presence are the ones who nurture and capture the most qualified leads. Our team at DIGITPRO recommends taking an active approach, especially with PPC advertising services and SEO services, ensuring you remain front and center for the terms your customers are searching—on Google, Microsoft Ads, and beyond.
Lead Generation and Remarketing for Ongoing Success
Effective digital marketing agency strategies—such as lead generation services, content marketing, and conversion optimization—don’t just help you attract website visitors today. Every click is an opportunity for remarketing, and every interaction increases your brand’s momentum. Building awareness now, even with inventory low, sets the stage to fill your sales pipeline for months or even years. That’s the advantage of performance marketing: you can adapt campaigns, measure results, and maximize your brand awareness in a targeted, trackable way.
In fact, ongoing investment in search engine marketing (focusing on action-driven, bottom-funnel keywords) can generate new sales activity for months to come. Research shows peak results often occur months after the initial click—highlighting the long-term value of consistent digital efforts.
Ways to Maximize Digital Marketing During Market Shifts
- Optimize your website for conversion and website traffic growth
- Maintain a strategic PPC and SEO presence
- Invest in content that educates and attracts new leads
- Utilize targeted email and SMS marketing (explore these options with us)
- Leverage social media management to build community and engagement
- Track and optimize performance for measurable results
At DIGITPRO, our team can help you implement agile digital strategies tailored for changing market conditions. From market research to content creation, from social campaigns to conversion optimization—our digital marketing agency delivers strategies that build awareness and drive long-term success, no matter what the market brings.
“Today it’s important to be present, be relevant and add value.”
