Automotive advertising agencies have found the answer to sell and service cars in today’s shrinking auto industry and the solutions may change the role of the “brick and mortar” auto dealership forever.
Philip Zelinger, the President of Ad Agency Online, L.L.C. – a national network of independent affiliated automotive advertising agencies
– and the host of a free automotive advertising resource / networking portal , http://adagencyonline.net , posted his vision for the future of the auto industry on a blogging site hosted by EveryCarListed.Com - http://blog.everycarlisted.com/2009/03/25/auto-dealership-websites-vs-brick-and-mortar-facilities-do-we-need-both/ .
To quote Philip’s post,
“In today's Internet driven auto industry it is critically important for an auto dealer to maintain an online presence to capture car shoppers on the World Wide Web. Almost 90% of car buyers begin their search online and a similar percentage will turn to the Internet to find their nearest auto dealership to service their vehicle once they have purchased it.”
“Based on the fact that most consumers will buy a car, sell car or select their future service center online, it makes sense that any successful auto dealership will have their own website - and they do! Of course their real world "brick and mortar" dealership has to be there to handle the test drives, deliver the vehicles and provide future service so the two business models are co-dependent. The current relationship between the "virtual" world auto dealership and the "real" world auto dealership may be true today, but how about tomorrow?”
“Communal "one stop shopping" websites like www.EveryCarListed.Comalready provide a free platform for auto dealers to post their inventory online and for a nominal fee auto dealers can upgrade to a more comprehensive marketing package to set them apart from the competition. Frankly, the best designed individual auto dealership website on the World Wide Web - with the best online marketing plan in the world - can't possibly compete with the leveraged exposure in search engine optimization, (S.E.O.), and comparable/competitive inventory information provided on EveryCarListed.Com, (ECL). If that is true - and it is - then maybe auto dealerships should focus on improving their packages on ECL rather than tying up resources in trying to compete with the thousands of other individual auto dealership websites with their limited inventories and even third party "lead provider" websites that focus more on capturing customer information and selling individual "leads" to auto dealers rather than actually providing customers with the information that they need to buy a car to earn their business and support their business model for their auto dealer supporters.”
“Of course auto dealerships still need their brick and mortar facilities, but their role in the selling process has already changed because of online resources like ECL. Auto dealerships used to control the access to information on their products - and certainly on their "best price" - which forced consumers to limit their use of the Internet to narrowing down their shopping list to auto dealerships that they would have to visit to negotiate their best deal or to service their car. The developing trend on the Internet to provide "transparency" in the online shopping experience has allowed customers to get the detailed product and price information that they want on sites like ECL. This convenient one stop shopping resource takes the "selling" part of the equation online and allows the real world dealership to focus on the delivery and service part.”
“The good news is that the sale is only the starting point for a long term relationship built on the delivery experience and future servicing of the vehicle but that "first impression" online is still a critical first step. Since most online shoppers still want to "shop" several different makes, models and yes - even auto dealerships - it makes sense that the experience in a site like ECL will provide an efficiency that will insure that their first impression of your individual dealership is a good one.”
“Of course the only constant in the auto industry is change and the Internet and the technologies that are being built to add additional entrance ramps onto the Internet Super Highway are already changing what we see online today in favor of what will be tomorrow. Online "conversion" tools to engage customers with video - such as those provided by automotive advertising vendors like SiSTeR Technologies and their Video CarLot
production application - and customer interaction/engagement tools like the two way video communications being offered by Argistics AutoTransaXion
will add a new paragraph to this story. More relevantly, forward thinking automotive advertising agencies, like my company Ad Agency Online, L.L.C. and our online resource portal - http://adagencyonline.net- are already driving our auto dealer clients to sites like ECL because they are focused on integrating these kinds of new technologies and conversion tools into their platform to benefit both their online customers as well as their contributing dealers.”
“The future of the auto dealership is on the Internet, and the future of the Internet is in the hands of leveraged resources and services offered by sites like EveryCarListed.Com
. You may not want to sell your brick and mortar dealership just yet, but you certainly want to re-think how it is used to sell and service vehicles to/for your customers.”
The changing role of virtual world showrooms vs. their real world anchors in multi-million dollar brick and mortar facilities represents an evolution that Ad Agency Online, L.L.C., (AAOL), has both recognized and benefitted from.
In addition to providing conventional full service automotive advertising to auto dealers, AAOL hosts a blog talk radio
station – WAAOL, All Automotive Advertising News All The Time, http://www.blogtalkradio.com/adagencyonline, - that reviews cutting edge automotive advertising applications designed to replicate and/or integrate with real world selling processes. Many of the “preferred automotive advertising vendors” featured on the portal hosted by AAOL – http://adagencyonline.net – are also vendor clients of AAOL. EveryCarListed.Com
, Argistics – AutoTransaXion
, SiSTeR Technologies – Video CarLot, CityTwist.Com
, Bulldog Marketing Technologies, DealMaker.Com
and a variety of other automotive advertising vendors have engaged AAOL to represent them and a growing number of other auto industry experts have been interviewed by Philip Zelinger on WAAOL that are in the review process.
For additional information on AAOL and the varied automotive advertising vendors that they represent visit http://adagencyonline.net , contact Philip Zelinger directly at 1-888-796-2228 or email him at email@example.com.
Auto dealers and/or automotive advertising vendors interested in hiring AAOL or being featured on AdAgencyOnline.Net are also invited to contact Philip directly. To quote Philip Zelinger, “Help is only a click away!”###