Recommended for You

If you have ever shopped on sites like Amazon, eBay, or Expedia, you are likely familiar with the concept of recommendation marketing. However, you may not know just how effective this type of marketing is. In fact, Amazon’s recommendation engine generates 35% of their revenue and according to an article on

“Judging by Amazon’s success, the recommendation system works. The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time last year. A lot of that growth arguably has to do with the way Amazon has integrated recommendations into nearly every part of the purchasing process…”

Cropped photo of man using credit card to make payments Recommendation marketing is essentially upselling 2.0. Companies like Amazon, Expedia and Netflix track what you view and use an algorithm to determine which additional items you are likely to purchase/watch. A humorous example of this is the drug dealer example; when someone looks at a scale on Amazon, Amazon recommends a vaccuum-sealed storage container, rolling papers, and a spice grinder because these are items that are frequently purchased together.

How can auto dealers incorporate recommendation marketing?

One way is Dynamic Remarketing. This type of remarketing shows potential buyers ads based on the inventory they viewed on your site. For example, if someone viewed a Ford Explorer, you could show them ads for some other Ford Explorers in your inventory or other models that people tend to also look at; like the Edge, for example.

Another way is Website Personalization and Geo-Fencing. With these tools you can set rules that change the images, messaging and CTA’s on your site based on where the user is located and/or which pieces of inventory they viewed. If the user is a student at the local university, you can recommend vehicles under $10,000, for example.

young people view car ad

A third way is with lookalike audiences on Facebook. Lookalike audiences are when your CRM list is uploaded to Facebook and Facebook advertises to those that share similar characteristics to your current customers. Similar to how Netflix recommends shows to you based on what your Facebook friends watch.

If you want to get started on recommendation marketing or would like to learn more about any of these tools, drop us a line or subscribe to our newsletter!

Why Should Ford Dealers Choose Strathcom Media? Because Strathcom is Built Ford Tough

Model TFor over a century, Ford has been a driving force in the automotive industry by continuously improving their vehicles and manufacturing process as well as revolutionizing the automotive industry as a whole. The evolution of Ford has continued this year with the implementation of its new digital program: Digital Dealer Direct (D3). This platform offers services like digital advertising, dealer websites, integrated lead management, social media/reputation management, dashboard and reporting, and digital consulting and support.

Strathcom Media also offers these services, and there is a reason that Ford reps have been advising our current Ford customers to stick with us: our service, our tools, and our transparency cannot be beat. An automotive pioneer such as Ford needs a digital marketing partner that is just as innovative, and that can ‘Go Further’.

Meaningful Partnerships

We are a Ford partner, meaning that we integrate with D3. If you are using D3’s services, we will not charge you for the services they provide you; which means you can have a beautiful, customizable, responsive website for a lower price.

We are also Google’s largest automotive vertical partner in Canada. This gives us unique insights and knowledge on online advertising, search engine optimization, and more. It also gives us the opportunity to attend and co-host Google events where we can share these insights with you.

Progressive Tools & Technologies

We have spent years researching websites to find out what users are and aren’t clicking to ensure that they get more out of your site, and you get more valuable leads. We have the data and we know how to use it to improve your users’ experience and improve your conversion rate.

mustangWe have also just recently invested over a million dollars to develop new tools and an all new platform to ensure that you are ahead of the technology curve. These tools include geo-fencing, personalization, silent salesman, bounce recovery and more; all of which help you serve specific information, to specific users, based on their specific behaviors.

Excellent Service

We are committed to giving you the best service possible. Each of our Online Marketing Managers is Google Certified, so you can rest assured that they know their stuff when it comes to your online advertising. We are dedicated to answering your questions, solving your problems, and doing so in a professional, timely manner. This is why we reach out to our clients monthly to keep them in the loop and ensure that they are not having any issues.

Strathcom also has a guaranteed up-time of 99.9%, and our content changes have a guaranteed turnaround time of 2-5 business days (depending on the item). Should you have an issue, we won’t give you the run around. In fact, our president makes his personal cell number available to all of our customers, so you never have to wait to get in touch with someone.

Complete Transparency

Here at Strathom, we like to lay out exactly where every dollar of your online advertising budget is going and how it is benefiting you; including how many leads were generated, and where those leads came from. We also hide nothing by providing you complete access into Google Analytics, AdWords, and our dashboard. Does your current provider do the same?

The same goes for content changes. A lot of providers will tell you that they do unlimited standard changes, but what does that include? For our premium clients, we handle all of the work necessary to make your site look just right for no extra cost. For our core clients, we charge an hourly rate of just $120 per hour, which means you can have a landing page, for example, created for a portion of the cost that some of our competitors charge.

If you are looking for an innovative, honest, knowledgeable provider that is going to build your digital platform to be Ford tough,  look no further than Strathcom Media Inc.

Make sure your Dealership Doesn’t Hit the Holiday Slump


We all know that December and January aren’t stellar months for the automotive industry, but that’s no excuse to roll over and accept defeat. Yes, the market may be slower, but that means every deal is that much more precious and we as marketers should be doing our utmost to squeeze out every lead possible.

Do not fall prey to the dreaded holiday slump, use these strategies to end 2015 off on a high note and ride that momentum into the New Year.

Use Paid Search to Increase In store Traffic:

Don’t Play Follow the Leader: Many dealerships lower their advertising spend over the slower months, in an effort to cut back. Instead of following this tradition, break the mould and stay ahead of your competition. As others lower their campaign spend (or pause it altogether) the competition over keywords decreases. This allows you to get more clicks at a lower cost, and steal leads from others in your market. It also ensures your account maintains a healthy quality score with Google , so when everyone inevitably comes back to the party, they will be paying more than you and working harder for their clicks.

  • Bullseye your Prospects: Christmas is prime shopping season. What better time than the present to look for ways to increase foot traffic to your stores? This can be beneficial for both Sales & Fixed Ops. Because of this, it is recommended to set up tiered geo-modifiers around store locations in order to bid highest for people nearest the store, slightly lower for a broader radius, and even lower for an even broader radius. This will ensure the biggest bang for your buck during the holiday crunch.
  • Show ‘em what you got: A Google study asked participants what information was considered “extremely helpful” in planning a store visit. Seventy-five percent responded price, and 74 percent responded availability; those were the two highest-ranked answers. Ensure you have ads running of your actual inventory, with your real photos and pricing, and watch your click through rate skyrocket. If you aren’t running dynamic ads, talk to your provider to get started.


Use Social for Lead Generation:

  •  Be Santa’s Little Helper: Most dealers are using social media in some form, but the holidays is a great time to step up your game. Your consumers are stressed and frenzied over the festive season, so use promotions to make their lives easier. Create ads, posts and events that show them you’re here to help. Help them avoid the anarchy of the shopping mall and maybe have Santa come to the store for photos. Offer stocking stuffer gifts like 4 for 3 oil changes, winter ready gift sets in a variety of price points, emergency kits or detail gift cards. If you offer a shuttle service or loaner program, blast that messaging out on social channels- nobody likes being stranded in a Canadian winter.
  • Get Snap Happy: Instagram has opened up their advertising product to all advertisers, internationally. No brand, budget or idea is too small to take advantage of this next wave of social media advertising. Mercedes Benz USA was able to increase website visits as much as 54% through their efforts, according to a case study put together by Instagram. Couple your photo, or 30 second video, with the geo-targeting that best fits your goals. Take advantage of Instagram’s sponsored ads to run a giveaway or promotion that requires users to follow your page, share your photos and/or interact with your posts. (Think: “Enter to Win a Detail Package by Sharing & Following Our Page!” or “Take a Selfie in a 2016 Ford Fusion & Tag Us to Win a Free Gas Card”)

 Master the Content Game:

  • Get Organic: With less people coming in over the holidays, it’s a great time to get your sales team building out stellar content. It doesn’t take a wordsmith to get some quick and easy blog posts together. Maybe a section on everyone’s favorite car in the 2016 line-up and why? Explanatory seasonal posts on fixed ops (winter tires, snow safety, cold weather tips). Search Engines love regular page updates & blog content so getting into this habit for the new year will pay off with more traffic long term.
  • Light, Camera, Action: Get on YouTube. This segment is highly underutilized by Canadian car dealers. You do not need to be Spielberg to do this. A small investment in a couple good tools and dedicated sales rep is all you need to get started. Purchase a good quality phone, mic and some sort of tripod or stability system. Ask your sales people to film themselves doing walk arounds, introducing themselves and the languages they speak or showing the coolest features of a new vehicle. Most dealers know this is all it takes, but they do not consistently do it. Consistency in content is key!

We at Strathcom Media hope you enjoy a happy, healthy holiday season and wish you all the prosperity of the New Year. Get ready to kick ass in 2016!













How to Custom Target (and Poach) More Car Shoppers with Google's New Affinity Audience Ads

On October 7th, Google started rolling out a new way for marketers to custom-target potential customers through the Google Display Network—an immense group of websites, blogs, news sources, and Google services like Gmail and YouTube that feature Google ads.

Continue reading “How to Custom Target (and Poach) More Car Shoppers with Google's New Affinity Audience Ads”