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Do Women Bloggers Want to Work with Your Dealership?

Do Women Bloggers Want to Work with Your Dealership and Automotive Brands?

Automotive Marketers must be aware of blogger expectations to foster good relationships

Blogcommunity provider BlogFrog surveyed female bloggers in the US to discover what kinds of partnerships with car dealers, car companies and brands in general were more desirable and how women bloggers thought "brand relationships" should work. About three-quarters of those surveyed were moms; eMarketer estimates 4 million mothers in the US will write a blog at least monthly this year.

According to the bloggers surveyed, long-term relationships with dealerships and their brands were key. Nearly six in 10 preferred to work over a long period with a single dealership and just a few favored brands, while 23% would follow a more casual model with many brands. Relationships with tech, health and beauty, and food and beverage marketers were the most sought-after, although 42% stated that relationships with car dealers and automotive brands were considered "Most Desirable".

Less than half of all female bloggers had ever been approached by any dealership, car company or brand of any kind, but many receive dozens of pitches each year to work on projects ranging from affiliate programs and direct advertising to guest posts and Twitter parties.

Overall, however, BlogFrog found that about two-thirds of women bloggers reject at least half of the pitches they receive. Bloggers most often accepted brand campaigns that involved posting a product or vehicle review on their blog, and campaigns for food and beverage and health and beauty companies were most common.

Car Dealers and Car Companies typically reach out to bloggers via word-of-mouth and social media, with email and online communities also popular. The report suggested that in-person relationships could be leveraged further to create blog campaign opportunities for automotive brands and dealerships.

The takeaway for automotive marketers that want to get involved with blogs is to know their potential campaign partner. The product categories and types of brands favored by a blogger are typically a personal choice, and can often be determined by a familiarity with the blog’s content. Ultimately, bloggers simply demand respect for the time and effort they put into their publication. Long-term relationships that involve fair compensation and editorial freedom will be the most fruitful.

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Check out today’s other article, “Effective Audience Targeting Leads to Bigger Display Budgets.”

Data Source:

Views: 117

Tags: Bloggers, Dealership?, Do, Want, Women, Work, Your, to, with


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Comment by Thomas A. Kelly on May 17, 2011 at 4:06am

In my opinion, women in our industry do not "add a new dimension". My goodness, they either purchase or influence the purchasing decision of the vast majority of vehicle sales. They are who we should be designing and marketing vehicles for. They are the decision makers. Social media marketing is here to stay in automotive as in everything else that is consumed. Who better to guide us into automotive "socialization"? The automotive industry needs to learn quickly to leave it's arrogance and chauvinistic traditions at the door. The very use of the word "acceptance" when used to describe women in our industry is offensive and points up our arrogance. My mother, God rest her soul, often commented when something that she relied on in our household did not function as it should or was not just as handy as it could be....."some man must have designed this", my father would laugh but in most cases I suspect Vivian was correct.

Comment by Ralph Paglia on May 16, 2011 at 9:39pm
Lizelle - because the auto industry, especially in retail sales and marketing has been traditionally dominated by men, a lot of the automotive blogs, communities and social networks are likewise written and controlled by men.  However, once you get outside of the automotive vertical, that is where women really shine and seem to have a much more preeminent role than men.  In my opinion women are an underutilized resource in automotive retail and when dealers who realize that put women in positions of power, they often times yield a competitive advantage.  This is, for my own selfish reasons, why i am such an adamant supporter of female content contributors within the ADM Automotive Marketing Community.

Comment by Lizelle Landino on May 16, 2011 at 7:24pm
Ralph its good data, I have no personal experience like you. Just a comment on my personal experience but you make an excellent point. There might be many female writers with content as you say, but a lack of role models/veterans like there is with the male influences right now. I think I know what recent blogs comments you refer to with down playing social media. He who wishes to believe in ignorance only wishes for self gain. There are so many more females rising in and outside the dealership but seemingly they get discouraged feeling inferior to others. The influencing power that women have is something companies should truly take notes on. Again, most of the blogs and articles I read that interest me have been mostly by men. Which is ok. Good to hear the content amount that you get from women. I hope the people dismissing females so to speak keeps at the top of the ranks -  as they saying goes..."be nice on the way up  because you will see them all on the way down" It was really interesting facts. Something I had no knowledge of, Thank you
Comment by Ralph Paglia on May 16, 2011 at 7:08pm

BTW, in my humble opinion the irrational rejection of social media marketing as a viable strategy by several MALE members of the automotive training and consulting "population" correlates with their distrust and discomfort for all things involving women... Look beneath the surface of any man who vehemently rejects social media and you will find a male chauvinist who dislikes women being in any position of power in the workplace.  I have seen this played out quite frequently with the same people who criticize the presence of women in automotive blogs and communities being the very same men who vehemently and angrily decry social media marketing and seem to be telling dealers to stay away from it because it is the "Devil's work" (as in female dominated).


The Salem Witch Trials of the late 1600's in New England were a means to disempower women who had gotten too "uppity" and the automotive pundits of today who make irrational assertions that social media marketing is harmful to dealerships may as well be calling social media marketers "witches" to be burned at the stake!


(am I getting dramatic enough yet?)

Comment by Ralph Paglia on May 16, 2011 at 7:04pm

Lizelle - I may be biased because of the amount of time I spend working within the world of social media, and women DOMINATE all measures of involvement in social media... There are more female Facebook Users, more hours spent, more women bloggers than men and more women at just about every measure of social media... Over 80% of the content my team at ADP Social Media created was generated by women employees.


In general, if a dealer wants to attract and engage users in the world of social media to be writing and generating content about their dealership, they had best come up with a female friendly strategy!


The study commissioned above is based on the fact that MOST social media content is created by women, so the sponsors of the study wanted to find out specifically what it was that motivates women to write about brands and businesses.  Keep in mind that what those in the auto industry write and contribute has little to do with what actual automotive consumers pay attention to...

Comment by Lizelle Landino on May 16, 2011 at 6:17pm
Is that because women are easily influenced? There are very few women/female writers in general. Blogs or articles, regardless of the industry. The auto industry has not yet sparked the interest nor reached any true level to empower/educate/motivate and excite women.   Most articles I read and come across are written by men. Not sure of the stats on this.

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