Masterclasses

*Please note - supplier tickets are not eligible to attend masterclass sessions*

A digital marketing masterclass – lessons from the sectors’ best performers

Chris Penny, brand director, Auto Trader

Sharing the latest insights gleaned from its wealth of data, this session highlights digital marketing best practice and the strategies employed by the industry’s very top performing retailers. Covering several key topics, Penny explores areas such as how to source, price and advertise stock more effectively, how consumer expectations have evolved and how it affects retailers and their businesses. Most importantly, Penny will deliver insights on how it is possible to gain a competitive advantage in an increasingly complex market. 

Modern website design, daring to be different.

Martin Dew, operations director, Autoweb Design

Exploring the latest website design trends, new technology that can positively affect enquiry rates, when to use websites vs landing pages and new ways to measure the success of your website in a multi-screen world, this session shows how you can take your website to the next level. Websites have long been far more than simply a dealer’s virtual forecourt, sophisticated technology helps drive traffic and target key audiences with the right message. Meanwhile, tracking tools can follow a car buyer’s journey from search to purchase to build a digital picture to maximise return on marketing spend. The session will include an overview of the latest website design and functionality trends from Autoweb’s development team.

The future = digital retailing

Andrew Heywood, head of performance management, Modix UK (part of Cox Automotive)

Using consumer trends and behaviour analysis, this session outlines how dealers need to transform their thinking and bridge the digital and physical worlds to deliver the seamless experience consumers demand. Drawing on the vast amount of data from Modix and across Cox Automotive, Heywood will provide an overview of current and future car buying behaviour to help dealers forge a successful and sustainable strategy.  This session promises to be insightful and highly informed providing a clear view of the rate and the consumer trends driving this change. Dealers will gain a deeper understanding of what needs to be done to embrace digital at all levels of operations and create a digital retailing future that meets consumer expectations