Dealers are forced to reconsider their approach to working with classifieds due to their low efficiency as a sales channel. Victoria Chibysheva, marketing director of the “Used Cars” direction of the Pragmatika network, told Gazeta.Ru about this.
“A complete refusal of classified ads by dealers is unlikely, since these sites remain an important channel for attracting customers. However, the role of classifieds and the strategy for working with them are changing,” Chibysheva said.
According to her, dealers criticize classifieds primarily for the high cost of placement. It consists of payment for the advertisement itself and additional deductions for promoting the lot. In addition, ineffective interaction with sites leads to missed calls, poor use of analytics and automation, as well as errors in organizing the sales process.
At the same time, classifieds also have advantages: they are increasingly becoming ecosystems that make it possible to manage the stock, revaluation and promotion of cars.
Dealers rely on end-to-end and speech analytics: this allows them to more accurately determine the source of traffic, increase conversion and improve communication with customers. Artificial intelligence helps reduce the cost of a transaction – it conducts the initial dialogue and transfers ready-made, qualified leads to the sales department.
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