Keyword Call Tracking Included In Tognetti’s Marketing Services

With more new marketing techniques and tools springing up in recent years, it can sometimes seem like one term – keyword call tracking – is being heard less often in digital marketing circles, with the focus falling on social media platforms, keywords and online advertising.

But despite its possible fall in popularity, keyword call tracking continues to be a potentially important part of a company’s marketing plan. That’s why Jeff Tognetti is offering keyword call tracking as part of his agency specific services on his newest website, Cardealermarketing.com.

Keyword call tracking is an intersection between call tracking (which examines buyer responses to offline marketing via telephone) and keyword tracking (which examines online responses to online marketing efforts). Since more and more people are likely to shop online but then make a purchase or follow up for information via a phone call in today’s society, a tool to that could track this new development was necessary. That tool is keyword call tracking.

Keyword call tracking has evolved as a technique that allows marketers to link phone calls made after visiting a website with the keywords that were used to access that website. How does it all work? Call tracking basically assigns a number of select phone numbers to your business; as part of the set-up and use of a call tracking service, these phone numbers are then assigned to website visitors: different numbers appear on a website depending on what keyword that visitor uses to get to the website.

This means that when a call comes in, marketers can reference the phone number that a website visitor has dialed and find out just what keywords that website user used to get to their website. The data from these calls can then be tracked in various online analytics tools.

Keyword call tracking fits perfectly into Tognetti’s agency service package, as this technique allows a marketer to measure how well keywords are working in organic, paid (or PPC), and other search results, thereby measuring the effectiveness of their efforts and how certain keywords are influencing their target audience.

When used properly, keyword call tracking reveals more about a company’s callers, loyal shoppers and fans than just off- and online marketing. However, just like with PPC ads,  keyword call tracking needs to be used in a very specific way – otherwise search engines may not even recognize your data!

Jeff Tognetti’s hope is to help agencies avoid the difficulties of faulty keyword call tracking; plus, by offering full marketing service packages, not only do has clients get working call tracking projects; they in fact could get a fully optimized campaign featuring keywords, PPC ads, tracking – and even more features, as we’ll continue to discuss in upcoming blog posts.

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How will Cardealermarketing.com work?

Cardealermarketing.com, the newest website developed by Jeff Tognetti and his staff, was designed to help dealers better address a key part of their customer base: people returning for service and parts. According to Tognetti himself, many car dealer services are ignoring this crucial part of their make-up, focusing too much on sales and not enough on keeping their buyers coming back to the dealership for all of their car maintenance needs.

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Screenshot of cardealermarketing.com taken on 7/22/13

Tognetti’s data driven marketing strategies have always focused on addressing this need; now Cardealermarketing.com will take the work he and his staff do for their clients to the next level. Cardealermarketing.com and the services and software available through it will work together to address all of the parts of a good dealership marketing plan, driving actual sales while ensuring that targeted buyers continue to come back to the dealership for all of their service needs.

Currently, Tognetti and his staff already use data from local consumers to develop the proper ads for either used or new cars. Using Data, Ad-tech and Cookies, Tognetti and his team put a special car offer in front a of an per-determined and interested prospect while he or she is web browsing. Tognetti and his team do this by leveraging millions of data points (including credit report, household income, number of children, current car ownership, in-market browsing habits and more!) and using these points to build a digital profile of the shoppers most likely to go to a specific dealership.

The platform then obtains the “browser cookies” of prospects who best match a desired digital profile and attaches a “digital flag” to them. As potential prospects surf the web, the digital flag is located and a custom ad is built, an auction takes place and if Tognetti’s team wins, their client’s ad is shown to a potential shopper in real time online. Then, when a data-targeted prospect clicks on the banner ad customized for them, Tognetti’s platform tracks and captures as much information as possible about them.

But the work of Tognetti and his team does not end there. They also use their resources, like cardealermarketing.com, to put a newly customized banner ad right in front of shoppers who leave a website without taking the action they’d hoped that individual would take; often this second round of advertising successfully brings individuals back, and greatly increases the chances of success overall during the campaign.

Whether they get an interested shopper on the first or second try, from there, once a customer is in, Tognetti and his team have even more work to do. While most dealerships do not continue data driven marketing efforts with current customers, Tognetti and his team recognize the importance of keeping past customers involved and on board long-term. With this goal in mind, the team can use the same data techniques described above to ensure that as a newly purchased car is due for an oil change, inspection and so forth, and ad appears on their screen again offering a special deal for that service at the local dealership.

Using these described techniques, cardealermarketing.com’s services should actually drive the total cost per car sold down and help dealers sell more cars to the right people. With additional services offered by the site and through Tognetti’s team – such as SEO, social marketing, website analytics, and even a multitude of website features – any car dealers who sign up for these services will definitely like the results of any marketing efforts by Tognetti and his team.

Behind The Scenes: Making DealerX Possible

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The last post discussed DealerX in-depth; in summary:

  • DealerX is only one of several businesses founded and operated by Jeff Tognetti.
  • DealerX is a digital marketing company that focuses specifically on helping autodealers use cutting edge data-driven digital advertising techniques.
  • DealerX is unusual in the automotive world in that it relies heavily on data – far more than many other automotive businesses do – to target an extremely specific demographic.
  • DealerX’s process as “ultraconcise” – its use of data allows its marketers and designers to develop everything they need and to target the right people with the right ads at the right time.

It is important to note, though, that while DealerX is made possible by Jeff Tognetti – who even holds sole proprietorship over the company – one of the major the driving forces behind DealerX is its staff. And while data, fancy software, strange algorithms, and insight into the workings of Google may seem to be what makes or breaks any marketing company, DealerX utilizes its staff just as much as its resources.

Tognetti and his staff are the people who answer phone calls at any time of the day (or night); they are the people who stay and work a weekend shift to finish a last-minute assignment. Without DealerX’s staff, no one would have coded the software, designed the ultraconcise data strategy, or wrote the strange algorithm driving DealerX’s services.

In summary, DealerX is a collective of curated digital solutions tailored to the automotive world; its success lies in that it doesn’t try to be all things to all buyers but instead focuses on one type of client. And ultimately when it comes to DealerX – and how Tognetti does business – it’s all about the data, as well as the right staff.

*Image taken 7/1/13; screenshot of dealerx.com

Help Local Authorities: Donate To Local and Most Helpful Charities

It goes without saying and yet can never be said enough: police and firefighters provide an invaluable service to our communities and across our nation. Jeff Tognetti knows this; that’s why he donates his money to multiple police charities every year. By donating to more one than organization, Tognetti is ensuring that some of his donations go towards helping police, firefighters or their loved ones – all of whom often deal with a variety of difficulties – in different capacities.

It’s not just Tognetti who expresses gratitude towards those who serve our country; many individuals salute our civil servants via one of the many American flags, yellow ribbons, and shield decals that can be seen every day on everything from cars to homes to park benches. Others, like Tognetti, also donate to police charities.

One of the best things supporters can do is donate to a certified, strong charity that promises to provide assistance to police, firefighters, military veterans, and their families. If you want to give back to a local or national police charity, there’s a few ways you can ensure that your own money goes to causes as worthy as Tognetti’s. The best way to ensure your money goes to a solid organization is to donate on a local level and help the people in your own community; you could even ask a local station directly what organizations they recommend donating to, if they do not take donations directly.

If you insist on donating to a national organization, you can use Charity Navigator to ensure that the charity you donate to spends most of its money assisting the people it’s pledged to assist (as opposed to on major events, pointless fundraisers, and anything beyond the basics).

You can also use these additional tips from the Better Business Bureau to learn how to analyze various charities or charity appeals, become a better donor and make sure your money is going where you think it is:

1. Don’t assume that the words “police” or “firefighter” in an organization’s name means your local police force or fire department is involved.

2. Ask for specifics about the programs your donation would support. Appeals are sometimes vague on this point.

3. Don’t be pressured into giving on the spot. Sympathy for the cause is no reason to forgo checking out the charity.

4. Don’t believe the suggestion (it’s illegal) that your donation will give you “special treatment” from police or firefighters.

5. Telemarketing, used by many police and fire organization, can be costly. If solicited by phone, ask for financial information that will enable you to check this out.

6. Don’t assume that your contribution will be tax deductible as a charitable gift. Police and firefighter organizations may be of many types, not all with the same deductibility status.

7. See if the Better Business Bureau in your area has a report about the organization.