Aftermarket Digital Marketing That Actually Sells

AI is changing how drivers discover and buy aftermarket parts, and the shift is happening faster than most teams are ready for. Mike Chung joined by Jon Hedges, founder of Hedges & Company, to unpack what “digital marketing” truly means in the automotive aftermarket when the customer journey spans Google search, marketplaces like Amazon and eBay, reviews, video, email, and in-store research with a phone in hand. 

We start with the fundamentals: why being visible online is now table stakes, how the industry moved from paper catalogs to online catalogs and shopping carts, and why accurate product data and fitment details still decide whether a shopper trusts your brand. Then we get practical about measurement. Jon explains how to think about goals, which metrics actually matter, and how to avoid the attribution traps that make reports look great while sales stay flat. If conversion tracking is misconfigured, today’s algorithms will optimize for the wrong actions and send you more of the wrong traffic. 

From there, we tackle SEO versus LLM optimization (LLMO) and what it takes to show up when consumers ask AI tools for shopping answers. Jon shares why original, useful content and technical signals like schema are becoming essential, and why trust frameworks like EEAT (experience, expertise, authoritativeness, trustworthiness) will matter even more as agentic AI begins shopping on behalf of customers. The big takeaway: better data and stronger trust signals can help smaller aftermarket brands compete with much larger players. 

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Transcript

Welcome And What Indicators Tracks

Mike Chung 0:07

Welcome to AutoCare on Air, a candid podcast for a curious industry. I'm Mike Chung, Senior Director of Market Intelligence at the Auto Care Association, and this is Indicators, where we identify and explore data that will help you monitor and forecast industry performance. This includes global economic data, industry indicators, and new data sources. Hello and welcome to another episode of Auto Care on Air Indicators. I'm Mike Chung, and I'm very happy to introduce John Hedges to our program. John, welcome to our program.

Jon Hedges 0:42

Hey Mike, uh appreciate the opportunity. Thanks for the invite.

Mike Chung 0:46

Absolutely. And we've had the pleasure of collaborating for the last few years on things like the e-commerce joint study with MEMA, headed up by Jeffries, and including contributors like you. And we really appreciate that you're such an engaged and active member of AutoCare Association. So maybe we can start with a little bit of background. Tell me about yourself. Tell us and our viewers a little bit about yourself and your company.

Jon Hedges And Agency Origin

Jon Hedges 1:15

And uh those roles have been in uh marketing and general management. And uh it's uh it's an industry that uh uh I love, it's great. Um we started uh Hedges and Company, we being Julie, my wife, and I. So Julie and I started uh Hedges and Company going out 26 years ago. And uh we are a digital marketing agency, and we are uh 100% dedicated to the automotive aftermarket. We were the first Google premier partner, uh the first Microsoft advertising partner, the first Amazon advertising partner and meta partner in the automotive aftermarket, and we're very proud of that.

Mike Chung 2:06

Oh, thanks for that background. And thinking about 26 years ago, you mentioned Google, Microsoft. What a great time to start your business and really be in on the ground floor, I suppose you could say, as the internet was really taking hold of the economy and society, right?

Jon Hedges 2:21

Yeah. Uh when I started in the aftermarket, it was all about catalogs. And uh we used a lot of dead trees over the years. And then the internet came along and uh changed everything. Turns out it stuck, it wasn't as bad. And uh it's been amazing to see the changes on how people buy parts and accessories.

Mike Chung 2:45

Absolutely. And just a side note, I remember you're in Ohio, I believe the Cleveland area. Has your business been there the whole time?

Jon Hedges 2:53

Yeah. Uh we are in a town called Hudson, and we are halfway between Cleveland and Akron, and uh been here the whole time.

What Premier Partner Status Means

Mike Chung 3:02

That's fantastic. Thanks for sharing that. And another side note is you mentioned uh premier partner of Google, and I think it was Amazon as another um accolade that your company has garnered. Can you just give us a little thumbnail on what that means?

Jon Hedges 3:18

Sure. So uh Google has a partners program, and um the premier partner level uh has uh I think there are about 500 digital agencies in the U.S. that are premier partners. And uh Google considers the premier partners to be in the top 3% of digital agencies. So to do that and to be focused exclusively on the aftermarket uh is something we're very proud of. Um and then the other partnerships are uh you know various sorts of qualifications, and you know, just in general, uh to earn those qualifications and certifications, um the uh the company has to have uh certified uh folks working on accounts. So Google trains us and tests us and certifies us every June. And we have to adhere to best practice, we have to follow um all things Google, what's new, what's coming. Uh we get access to beta programs before they're rolled out to the rest of the world. So it's it's kind of nice. We're also um uh getting uh additional data, additional information, and uh additional support when needed uh directly from Google.

What Digital Marketing Covers

Mike Chung 4:48

Well, thanks for sharing that. That's really uh good to know. And it seems to be a good feather in the cap, if you will, to really know what's coming from a technology trend and then how to be an effective player in this ever-changing market. So just a couple of other sort of quote unquote 101 questions. So you talked about digital marketing, a digital agency. Can you just tell it tell us what does that mean? What is digital marketing, and a little bit about sort of the size, the scale, the scope of digital marketing?

Jon Hedges 5:22

Sure. So digital marketing is um uh the process of selling parts via e-commerce, uh building a brand, um generating leads, uh sending uh emails, um generating uh exposure uh for brands and products, launching new brands, launching new products, and the uh uh the the exposure that you get is really wherever consumers are, whether they're on their phone, their computer, uh, whether they're searching on Google or on Microsoft or on Amazon for something, um, whether they're looking at video, whether they're looking for reviews. Um we want to be there when uh the customer is either looking for uh aftermarket parts and accessories, or has a very uh specific profile, they are specifically searching for uh a particular part, a particular accessory, and a lot of times for a particular vehicle. That could be if they're on Google, that could be on the Weather Channel, it could be on uh you know MSNBC, it could be while they're watching the uh uh N N Cou A bracket, it anywhere.

Mike Chung 6:59

Sure. So just to kind of clarify, so marketing we think of as getting the exposure, providing a message to your intended audience in a variety of media. And perhaps in times past, it could be billboards, it could be newspapers, it could be magazines, print media, for example. And so the difference with what you you and your team do is it's digital. So, like you said, computers, phones, and all things electronic.

Jon Hedges 7:30

Right.

How Ecommerce Started From Catalogs

Mike Chung 7:32

So, John, you had mentioned that you've been in the aftermarket for some time. And so as the internet was being formed, tell me a little bit about the impetus for going full bore into digital marketing in the aftermarket specifically.

Jon Hedges 7:47

Well, uh when uh I was at Summit, and this would have been the mid-90s, uh we started building a uh website. And uh at first it was just you know request a free catalog, ironically. And then um as as we uh learned more and as technology progressed, um we started building an online catalog and uh with a shopping cart. And then we quickly discovered, oh, well, we need a whole bunch of data. And this was in the early days so of the internet. So um in the off season, we would take 30, 40 uh phone salespeople, um, set them at computers, take paper catalogs, and have everyone, we'd split that up, and people would just start typing in dimensions, uh part numbers, descriptions, all that sort of stuff. Um so uh and then we started selling online, and we just thought that was amazing. So it just it you know grew from there.

The Scale Of Online Parts Sales

Mike Chung 9:03

Oh, that's fascinating. So you were really a um kind of a torchbearer, if you will, for the industry and everything that it's become with regard to consumers being able to purchase parts online. And I think you know, we've worked on this uh joint report that I mentioned. I'm just gonna throw a couple of numbers out there to sort of set the table for the next stage of conversation. Uh, we found that in 2025 we're estimating about $44.6 billion in aftermarket parts that are sold to the consumer through the online channel. And about half of that, give or take, is through the marketplaces. And we know those as Amazon, Walmart, eBay, and it's a very healthy growth curve, right? About 6.7% year-over-year Kager for a 10-year period. And when we think about the overall automotive aftermarket, so just light duty, about $414 billion in 2024. So $44 billion-ish out of 14 billion, nearly 10%. So it's nothing to sneeze at. So I think you know, it's a little bit of a easy, a softball question, I guess, but in terms of the importance of digital marketing, tell us a little bit about the importance of having a digital presence and how you know agencies like yours really flourish and thrive.

Measuring ROI With Modern Tracking

Jon Hedges 10:34

So uh being visible online is just incredibly important. You you can't uh avoid that. You you have to be online, you have to be visible. Um and about nine out of ten consumers are going online doing research, and that's if they're gonna buy something online, that's if they're gonna go buy it in a store. Um it may be just going online to see if it's in stock at the store they're going to visit. So uh the internet, the online world is just everywhere we are. Uh people are on their phones all day long, they're on email, um uh that's where everyone's at. And you have to be uh aware of that. You have you need to be visible online. And for brands, um having a good website, and by good I mean it's got good information, it's reliable information, um, it has correct fitment, it's clear, it's understandable, that influences a lot of people uh towards a brand. Um it's really uh important. Even if you're a brand and you're not selling direct, you have to have a good website and you have to market your website, and you need to be uh in front of consumers.

Mike Chung 12:07

Great point. And kind of from those the the day of all the paper catalogs you talked about, you're very familiar with the fields of data and the importance of the accuracy of that data. And that could, of course, be another discussion entirely, but something that you touched on in terms of our digital lives. We're on computers, we're on the phones, we're researching, we're going to a store with phone in hand to say, is it here? Or let me learn about this product. So you mentioned something kind of interesting earlier, sort of that measurability of um being able to track activity with regard to searches and so forth. Can you can you expand on that for us?

Jon Hedges 12:51

Well, sure. And this goes back to uh my catalog days, which is direct marketing. And uh we always like to be able to track if you spend a dollar, what did that do? Where did that revenue uh come in from? How much came in? And uh online just lets you measure even more. So when you're uh uh marketing a company, uh marketing a line of products, marketing a website online, uh, you can certainly track if you're doing paid, you can certainly track what you spend, but then you can also track incoming uh phone calls, you can track incoming orders, you can uh track store visits. Uh we connect uh uh to uh CRM systems and track people going into stores and their purchase. So it gives you a lot of flexibility. If you're worried about um SEO organic traffic, if you're worried about AI visibility, you can track visibility uh in terms of uh impressions. You can you can track traffic that comes to your website, you can track the quality of traffic. So is uh this kind of a visitor that comes in from this particular source, how much time do they spend on the website? How many pages on average do they uh visit? What's their conversion rate? Um, on and on and on. I mean, it it is just a mountain of data that can be collected and analyzed.

Goals First Then Data Sources

Mike Chung 14:33

So, John, as I'm hearing you talk, it sounds like there's so much fascinating data that is being collected. So you talked about how many people are going to a website, where are they coming from? How long are they spending there? What types of things should companies, when they're collecting this data, be keeping in mind as they analyze it from an analytical perspective, from a data quality perspective? What kind of guidance do you give to companies when they're going through this data?

Jon Hedges 15:01

That's an interesting question. So it I would say pay attention to first what are your goals? What do you want to measure? There's so much data out there, and some of it has nothing to do with what you want your outcome to be. So make sure you're tracking data and trying to affect change based on what your goals are. Um I would say pay attention to the source. So um there are a lot of ways to get data on who's coming to your website, who who clicked on your ads, um things like that. Sometimes that data uh you can we like to pull data direct from the source. So whether that's Google Analytics, Google Search Console, um Bing Bing Webmaster Tools, um direct from Amazon, things like that. But uh I have seen reporting uh either in uh self-standing reports or inside uh some web platforms that uh will give you numbers too. And sometimes those numbers match up and sometimes they don't. And a lot of times that comes down to attribution. And so that can give you some misleading information. Um Meta, Facebook, and Instagram, uh they have their own metrics on uh sales. Uh how many uh sales did uh an ad from Facebook or Instagram uh generate? And uh they can be a little aggressive on what they take credit for. And so it's it's it's important to understand there are different ways to collect data, there are different ways to look at data, really pay attention to the source.

Mike Chung 17:51

Those are very uh interesting points. And I'm gonna just kind of dive in a little bit to that first one you mentioned: pay attention to your goals, identify your goals. So just thinking out loud and tying it back to the earlier part of our conversation where you talked about brand awareness, and it could be conversion rate. So goals could be I want to have this many more visitors, I want to increase my you know, number of unique views, unique um individuals coming to my website through this channel. And perhaps that could be a metric. It could be I want to increase my conversion, I want to increase my top line sales, and then see what my um what that ROI is with regard to I've gotten this much more sales, and it's because of this much advertising, shall we say? Are those kind of use cases, if you will?

Targeting Buyers And Fixing Conversions

Jon Hedges 18:41

Yeah. Um what is going to move the needle? So do you want more page impressions? Well that in itself is not necessarily uh a great goal. Um we can really improve page impressions, but if people don't stick around or they don't buy anything, does that really matter? Um so uh things that will really help you reach a goal. And uh you know watching the goal, watching the data helps you adjust, helps you manage how you're going to get to that goal. So if your goal is a 5% sales increase, 10%, uh X dollar uh sales increase, uh, you know, I want to grow by half a million dollars in sales, now you've got something that you can come up with a strategy for. Now you've got something that you can track and all the data that leads into uh achieving that goal. Um some brands may want to do um uh they may want to track visits to uh their website, but if they don't sell direct, maybe they want to keep track of the visits that they send to their distributors, their resellers, and uh take credit for it. And you can do that. And uh some other uh companies may want just to generate qualified leads and then follow up with phone calls or follow up with uh a mailpiece or something like that. So the more specific you can get, the better. And sometimes we get uh new clients that really aren't sure of what their goals should be, which is totally fine. Um, a lot of times we'll help them figure out well, what's what's really going to impact your business?

Mike Chung 20:42

Sure. Thanks for that. And I think about growth in the automotive aftermarket. Um, and we have our overall growth, but we also have different patterns for different categories, and within each category, different parts. And there could be the type of consumer, is it the DIFM, is it the DIY? Is this perhaps a part that could be uh a DIY part for somebody who's newer to it, or is this perhaps an enthusiast, very um kind of niche product? So, kind of with that in mind, you you you uh kind of teed it up in terms of companies coming to you with, okay, we're not exactly sure what our goal is. Is there kind of an example you might be able to give? And keeping it anonymous is perfectly fine of you know a particular type of product and you know how you shape that goal for digital marketing initiatives?

Jon Hedges 21:37

Well, uh most of the time it comes down to uh sales revenue. Either we want to grow 10% or we want another half million dollars or something like that. And there are a lot of things that can contribute to achieving that goal. One would be, for example, um a better qualified consumer. So let's uh let's say they sell uh truck parts and accessories, then that means we really need to target consumers that either are searching for a particular product, and that would be their search pattern. It could be uh consumers that we know own a truck, which can be kind of creepy, but we those audiences exist. Um it could be as specific as people that own a Ford F 150 or have an interest. In going off-road or a lot of things like that. So we can build out a very focused audience. So if you think about the power of identifying truck owners who maybe they're actually in the process of searching for parts, and that's called in-market. They have an interest in going off-road or they have an interest in aftermarket lighting. We can reach those people again wherever they are.

Mike Chung 23:14

Really great example, John, and thanks for going through that. Another thing that you said that was interesting was kind of where are these where is the where are these hits coming from, if you will? And I think about a couple of things. I think about bots, I think about non-real people, if you will, that are logging in. So just it's kind of a cover-all for um just making sure we're getting real data. Are there other things that you know that could be hurdles or things that we have to watch out for when interpreting the data and who's coming to our sites and how are they acting?

Jon Hedges 23:55

Yeah, so uh a lot of times when we onboard a new client, um tracking is not set up correctly. Um things like uh conversions are not set up correctly. And like when uh give you a quick example. If a uh an e-commerce site is primarily concerned with sales revenue, then you want to track sales. That is a conversion. Someone buys something. And uh we've seen examples where conversions are not set up correctly, so going to um uh a new category might be a conversion, or clicking uh on a form might be set up as a conversion, or making a phone call. And if those are not in line with what you're trying to achieve with your goal, it can screw up the algorithms. So nothing works without an algorithm these days. So if uh you want to sell product, let's say, and people come to your site and Google sees a conversion as filling out a form, did you sell a product or not? Well, we don't know. And if the algorithm sees that and that's a conversion, the algorithm goes, aha, I'm gonna send more people in likely to fill out that form. Instead of I want to send more people in likely to buy that lift kit, and that's a big, big difference. So attribution, conversion tracking, um, setting up correct conversions, that's all really important.

Mike Chung 25:47

And it sounds like at each junction point, when a visitor comes to a site and takes an action, all of those conditions have to be defined and programmed appropriately and then in line with that goal. Am I hearing that correctly?

SEO Versus LLM Optimization

Jon Hedges 26:04

Ideally, I mean, if if there are actions that you don't care about or don't want to track, you don't have to set them up necessarily, but you don't want to include them as an important metric either, and that's something that we see. Other things you're gonna get data on anyway. So, uh, like for another example, if a site has a conversion rate of X percent, let's say it's a 2% converting website, then you can go to product pages, and here are product pages that are converting at five times the site average. And here are product pages that convert at a much, much lower volume, and in some cases maybe not at all. So now you've got specific pages to look at, and what can we fix with these pages that aren't converting? So it's also a tool to help you fix things, find problems, find out what's working really well and try and duplicate it. It can uh take you down a few different paths.

Mike Chung 27:09

Well, thanks for sharing that. And another thing I want to touch on is search engine optimization SEO versus large language model optimization LLMO. And the example I like to give is when I'm giving talks is have you seen the commercial where the young man asks for advice on how to do pull-ups? And the he has given a whole program on how to increase his pull-ups, and it's uh an AI um search engine that he is using. So tell us a little bit about this trend of SEO versus LLMO and the implications for aftermarket providers, or I guess really anybody who's um wanting to increase their brand awareness and delete generation.

Agentic AI And Trust Signals

Jon Hedges 27:53

Fascinating topic. Um people are increasingly using uh the AI platforms to uh get answers to their shopping questions. Um and so the uh platforms are gonna pull in data, parse it, um uh tokenize it, and have it available to answer these questions. So everything today is about data. Data, data, data. And you want your website to have useful, original content. It answers questions, it informs consumers, it gives them specifications, it's accurate, it's complete. And um if you don't have that, uh you're just not gonna get inbound traffic either organically or from AI. So it's incredibly um important. And if you go back two years, uh referral traffic from AI platforms to websites was in the aftermarket was pretty close to zero. And in in today, in some cases, it's as high as 18%. So that is a dramatic shift in how consumers are finding products, finding accessories, making brand decisions. And you have to stay on top of all of the data, the optimizations needed, um, things behind the curtain, so to speak, like schema. Um all of that is really important.

Mike Chung 29:44

John, that's really great information to know. And, you know, kind of as we wrap up here, what's the future? I mean, what are you looking when you look down the down the road? What kind of things are you seeing in the future that perhaps we should be thinking of?

Jon Hedges 29:59

So many things. Uh, and it's incredible how AI has evolved just in the last six months. Um we use it to create video, and six months ago, it wasn't that great at it. Um we use it to analyze uh massive data files, and it's much better trained at doing that. Um I think the main thing, uh there are so many things that are coming, but one of the main things for the aftermarket to be aware of, I think, is agentic AI. So that's people using agents to do their shopping. And um agentic AI, again, is going to rely on data on a website, it's going to rely on how trustworthy a website is. So um there's an algorithm that Google has called EEAT, experience, uh, expertise, authoritativeness, and trustworthiness. And all the uh LLMs have their version of it. If your website doesn't have important trust signals, it will not show up in agentic AI. Uh it'll be invisible. Um so having great data, having better data than your competitor, um, having it easily available to the agentic bot when it comes in, that's going to be incredibly important. And it's important also to think of it this way agentic AI and AI in general is one awesome way that a smaller brand can compete with the big brands. And if you are a smaller brand and you focus on one market segment of the aftermarket, um, that's awesome. You've got so much information, so much knowledge that you can add to product listings, to your website in general. And if you're competing with an Amazon, or if you're competing with a huge mega reseller that sells 2 million products, they're just not going to have the time, resources uh to go in and focus on all of these different market segments. And that's one way that uh you're gonna see little uh smaller brands uh really starting to get visibility. And that's gonna be kind of exciting too.

Learn Fast And Avoid AI Snake Oil

Mike Chung 32:51

That is exciting, and uh thank you for sharing that. And the agentic AI is really fascinating too, because maybe it's already possible now to say, Alexa, set up a recurring order for oil and filters for my F-150 that is this um trim line in this year, and send it to me at this frequency, and let me know if a better filter comes out that I should be aware of. So the implication for providers is to have the technology, the data, the products ready to make those types of transactions possible. Is that correct?

Jon Hedges 33:26

Yeah, absolutely. Um I I think you're gonna start to see that in the aftermarket uh this year, but I really see it taking off in uh 2027. So um you're you're starting to see it take off in other markets, but I think next year you're gonna really start to see it uh blow up in the aftermarket. So anyone watching this podcast, you've got uh six, nine months of warning. Um it's coming.

Mike Chung 33:59

Definitely. And John, thinking about the things we've covered today over uh over our conversation. Is there anything else you'd like to add or sort of tack on to an earlier topic that we addressed?

Travel Picks And Lightning Round

Jon Hedges 34:11

Learn everything you can. Read everything you can. There are great newsletters, there are great sources of data. Um shameless plug. We try to uh write about AI and the aftermarket on our website at hedgescompany.com. We've got uh an article on there where we analyze Google's AI search patents, for example. So um there's also a lot of snake oil. Everyone wants to be uh seen as an AI expert, and uh and you're seeing a lot of that pop up, and you're seeing a lot of bad uh uses of AI where uh people are using formulaic content, or you're seeing a lot of um lead gen driven by AI. And I mean it's just you can you can right now you can tell an email or uh a phone call that has a bot on it. Uh those just don't do that.

Mike Chung 35:20

Okay. Great to know. So, John, it's been so great to have you on this episode. And I think absolutely, and I think it's now time for the fun closeout question section. So maybe tell us a couple of your favorite foods, your favorite vacation spots. You and I have been to Las Vegas and co-presented there. Maybe any favorite places, least favorite places, do's or don'ts for Las Vegas, any of those to start us with?

Jon Hedges 35:48

Well, Vegas is not on my list of great vacation spots just because I've been going there at least once a year, sometimes four times a year since uh 88, I believe. Um we just got back from Napa, and what a great spot that is. Um just yeah, it uh uh Julie and I were out there for about a week and just fabulous. Um as far as favorite, um I don't know. Maybe I haven't been there yet. So uh I've been very fortunate to have uh been able to visit a lot of places and uh most of them have been just tremendous.

Mike Chung 36:31

Well, thanks for sharing that. I mean, to go to Vegas four times a year, that's you know, kudos to you. I don't know if you have a favorite hotel or I have a favorite hotel.

Jon Hedges 36:41

I'm not about to say what it is on this podcast because I've been getting runes there every year for a long time, pretty successfully.

Mike Chung 36:50

Good to know. So we will keep that in the vault then. So let's close out with a fun lightning round. So I'm gonna give you a series of questions. So are you ready? All right. Wheel of fortune or Jeopardy? Jeopardy. Winter Olympics or Summer Olympics?

Jon Hedges 37:08

Uh yeah, when I do the decathlon, I prefer I I'd say winter.

Mike Chung 37:13

Okay. And I think I know the answer to this next one, but beer or wine?

Jon Hedges 37:18

After going to Napa, historically beer. Uh last week wine.

Final Thanks And How To Support

Mike Chung 37:27

All right. And since you're in Ohio, pop or soda?

Jon Hedges 37:31

It's it's pop. Who says soda?

Mike Chung 37:33

Big Mac or Impossible Burger.

Jon Hedges 37:36

No.

Mike Chung 37:38

I love that. Go-kart or snowmobile.

Jon Hedges 37:41

Go-kart.

Mike Chung 37:42

And my last one, long walk on the beach or a hike in the forest.

Jon Hedges 37:47

Probably a hike in the forest, but if I was with Julie, my wife, it would be a long walk on the beach.

Mike Chung 37:54

And there you have it. Our speed round with John. So thank you for playing. Thank you for being a part of our podcast. I've learned a lot talking with you, and as always, it's a pleasure to work and collaborate with you. And to all of our listeners and viewers, thank you for taking the time to watch this episode. So until the next time, have a great day. And John, thanks for being our guest today.

Jon Hedges 38:15

Thank you, Mike. Appreciate it.

Mike Chung 38:17

Thanks for tuning in to another episode of Auto Care on Air. Make sure to subscribe to our podcast so that you never miss an episode. Don't forget to leave us a rating and review. It helps others discover our show. AutoCare On Air is proud to be a production of the Auto Care Association, dedicated to advancing the autocare industry and supporting professionals like you. To learn more about the association and its initiatives, visit autocare.org.