Automotive Digital Marketing

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Faced with a fairly tough economic climate, marketers must now look to engage with the audience in more cost effective ways than before. Digital video achieves this, with much lower costs than traditional communication methods. Marketers plan to increase the budget for digital video marketing than conventional advertising methods in the near future.

 

Video's can manage to become viral literally over night. For example Rebecca Black. Yes, Humour is often considered the most important factor for a viral however the defining characteristic of viral video is the ability of users to pass on a video electronically from person to person, regardless of the nature of the content. The reason for viral working so well is that  90% of people trust recommendations from people they know and 70% of people even trust unknown users. As a result they can become contagious.

 

“video done right can foster stronger relationships between

people and brands. “

Dedric Choi, Vice President, Strategy & Analysis, Digitas

 

 

 

In the automotive industry video has been proven to grow not only your online customers base, but also your social media presence through the p2p sharing of files.


A prime example of usin
g car videos successfully was that of  Underground racing. The nature of the business is to install improvements into prestigious sports car to adapt the speed, sound and performance of Lamborghini's,Vipers and Ferrari's etc. After releasing video's of the performance cars they modified the Youtube channel received thousands of hits. With the highest video attracting 1.1m viewers, as a result their business flew through the roof.

 

Video allows for the viewer to gain aesthetic appreciation plus audio adds another dimension for user experience. The use of video presentations allows for a personalised experience . This is in contrast to pictures and lists of car components you would find on sites such as Autotrader.co.uk. As a result your able to build more of an emotional connection that makes the customer turn from a browser to a buyer.

 

With C It Now - the live video presentation tool we want to enable anyone looking for that car purchase, whether it be a new or used car to gain a showroom like experience from the comfort of their own home. A car is generally a one of the biggest purchase decisions a consumer is likely to make in their lifetime, as a result of personalised experiences C It Now will improve the customer-dealer retail experience.

 

 

 

 

 

Tags: c, car, dealer, it, marketing, now, presentation, tool, used, video

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Yes – “There is an app for that!”

Across the pond, here in the US, a similar solution does exist. Up to just recently, dealerships in the US have had limited video solutions:

  1. Stitched PTZ photos, which they call video. (Even though it isn’t real video)
  2. Flip Phone – One vehicle at a time. Limited use because of file size
  3. You Tube – Quick solution. Doesn’t address Inventory video in its entirety. It is also very time consuming.

Autos On Video is an app available in iTunes. Now a dealership has a true turnkey solution to simplify the new, and used inventory video process.

For more information, see: www.autosonvideo.com or contact us at: sales@autosonvideo.com

I have had a look for this App on the UK Istore, unfortunately I was unable to locate it. It would be interesting to see what its all about.

 

Is the application mainly used to take stock of inventory or is it used for other purposes?

Rorie,

 

Yes. Stock inventory. New/Used

Service Promotions

Parts Promotions

Customer Testimonials, etc

Rorie,

 

Some great stuff you talk about here, and it seems to be echoing what I've seen on other blogs and sites.  I've heard mixed reviews though.  I get what you're saying about the Underground Racing trend, and that's great, but what would you suggest that, for example, a Ford Dealership do with video?    I've seen mixed results with testimonials and I know that video is a great way to give tools to your customers so they can properly research.  What specifically would you suggest to a car dealership that sells more middle-of-the-road makes, especially if they don't have the resources to film a well-produced video clip?

Additionally, how would you suggest getting that video seen, besides putting it up on the dealer's website?  Do you have any tips about VSEO?

Hello Tim!

 

I do understand that the example used is one that cannot be reflected by all dealers in the way in which they use video however...The internet has introduced new powers to the consumer,they now no longer have to come into your dealership to find out about what you are offering as more or less all of the research is done online.

 

Why not use Video to aid the sales process? It is improving the ability of your salesman to act on potential sales leads without the consumer even entering the showroom. Remember video is the richest form of media allowing the viewer to interact and engage with you while allowing your dealership to promote your brand.

 

With C It Now we include live/recorded video presentation training to improve the quality of your dealership's video when using our live video presentation tool. We also include daily

tips for our dealership's on how to continually improve this new and exciting customer experience. We provide a bank for all videos of your stock. This way we can allow you to embed your video's of your stock onto web pages etc- something that would help with VSEO too and improve traffic to your dealership's site. Our video has led to 60% conversion rates, read our testimonials at www.zype.co.uk

 

In reply to your other question- Yes, Video optimization is becoming more important as a key way to improve your Search engine ranking. The first thing you need to think about is who are your users,where are they and what do they want to see. In other words audience, audience, audience.

 

A couple of tips I like are:

 

Give a 'Re-purpose' to your videos. Get creative in order to re-purpose videos across the web:

  • Embed videos in blog posts
  • Break up long videos and create multiple shorter ones
  • Use transcriptions of videos to create blog posts or content for web pages
  • Take screen shots from videos and post them to Flickr and other image-sharing sites
  • Turn offline content, such as training videos or videos of a conference keynote speech, into optimized digital assets for your website

Think about Linking...

  • Cross-linking to other videos
  • Linking to videos from relevant web pages
  • Linking to videos in blog posts
  • Tweeting the video
  • Linking to videos from social media pages
  • Bookmarking the video

 


Great stuff, Rorie.  Thanks.

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