Filling the Retargeting Gap with Erick Kirks | 2024 NADA Show

In The Dirt with ASOTU

Join Paul J Daly and Kyle Mountsier as they delve into the automotive marketing world with Erick Kirks, Marketing Director at Johnson Automotive. With over 30 years in the industry, Erick shares his unique path from growing up around used cars to leading digital marketing in automotive. He discusses his early experiences with traditional marketing, his transition to digital during its nascent phase in the late '90s, and his entrepreneurial ventures outside of automotive. Now firmly back in the industry with Johnson Automotive, Erick emphasizes the importance of adapting to changes, particularly in leveraging first-party data and filling the retargeting gap created by the disappearance of cookies. He also reflects on the strategic decision to maintain aggressive marketing efforts during challenging times to grow market share and how it paid off with securing new acquisitions and open points.
0:00 - Introduction to Erick Kirks and Johnson Automotive

0:43 - Erick's Background in Automotive and Marketing

1:25 - Transition to Digital Marketing in Automotive

3:06 - Returning to Retail and the Automotive Industry

4:34 - Focusing on First-Party Data and Digital Strategies in 2024

5:55 - Adapting to Market Changes and Targeting Techniques

6:53 - Results of Aggressive Marketing during Market Fluctuations

7:37 - Closing Remarks and Erick's Future Plans in Automotive Marketing

Erick Kirks is the Marketing Director for Johnson Automotive

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