Automotive Digital Marketing

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by Melissa Mangold, Virtual Marketing Representative

It seems like every time a new social media channel or technology gains popularity, the bell tolls for email. “Email is dead!” is shouted from the rooftops. The dirges begin playing. Epitaphs are written.

But before the public says its final goodbyes, email proves it’s not ready to stop kicking just yet.

It’s Aliiiiive!

Email isn’t taking shallow breaths on its death bed; it’s alive, and it’s thriving.

Last year, The Radicati Group determined that there were over 2.1 billion email users, and they expect that number to grow to 2.7 billion users by 2016, bringing with them over $12 billion in revenue. Not exactly the stats of a dying medium.

A big part of this is due to the increase in mobile phone usage, especially with the popularity of smartphones. Litmus reported this month that 48% of emails are opened on a mobile device. Nearly half of the emails sent were read on-the-go, whether it was in line, at the bank, or on the train.

Checking email is a part of our daily ritual. It’s the first thing people check when they wake up in the morning, and before they tuck themselves in at night. Tonight, we might be checking under our beds for monsters before we lay down to sleep. But normally, we’re checking our email one last time.

Killer Apps = Email Homicide?


Eh, not so much. As email moved to mobile, it was assumed it would slowly be overtaken by the plethora of social media apps available. Why would anyone email when they could message through Facebook, tweet to thousands of followers or Instagram a photo? But people have a need to converse in more than 140 characters, and they don’t always want their messages blasted to all of their high school classmates.

Now, that’s not to say that email and social media are two separate entities battling, like Godzilla and Mothra. While each channel has its place in the marketing and social sphere, they work in conjunction with one another. eMarketer found that social media users are more likely to check their email over 4 times a day than non-social media users.

 

So, let's hear your thoughts, which channel has been more effective at driving traffic for your dealership?

 

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Email and social are just two of the channels in your dealership's multichannel marketing mix. How can you turn MultiChannel Marketing into car sales? Auburn Volkswagen’s General Manager & Principal Matthew Welch reveals his 5 best practices for incorporating MultiChannel Marketing into your dealership's strategy.
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About the Author

 

 

Melissa Mangold is a VMR (Virtual Marketing Representative) at ADP, optimizing dealer email & direct mail marketing efforts by analyzing their ROI results, monitoring current industry best practices and gauging current business needs. Her first car was a 1994 Jeep Grand Cherokee, and together they ruled the road (and off-road!). When Melissa is not optimizing dealer marketing campaigns, she is a social media editor for an online magazine. She has a B.A. in Advertising from the University of Illinois at Urbana-Champaign and a Post-baccalaureate certificate in Advertising for Creatives from Northwestern University. Melissa can be reached directly at melissa.mangold@adp.com.

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Tags: dealer email marketing, email, email marketing, multichannel marketing, social, social media marketing

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Comment by Alexander Lau on November 4, 2013 at 8:05am

I don't think it has anything to do with a generation per se. It's all about usability and what has been accepted in the business world. As you've said, E-mail isn't going to just die.


Influencer
Comment by Melissa Fabre on November 4, 2013 at 7:46am

Definitely don't see email marketing going away in the near future. Gen X and Y are more likely to communicate via social media but you would be likely to miss a large part of your customers using only that. Personally I am on social networks on a daily basis but that is mostly personal use, anything I do business related I prefer email and that includes my work and online shopping. Organizing and searching for information exchanges via email is significantly easier to organize and find later on.


Influencer
Comment by Melissa Mangold on November 1, 2013 at 2:21pm

Alex and Ralph - you both bring up very valid points. I would agree that the combination of both social media and email is best for a dealer's marketing strategy, because each helps the other. Especially with the advent of mobile devices, there is a real fluidity between the two channels, unlike any two marketing channels before. It's all about understanding who you're reaching with each, and tailoring your messages to best suit them.

Comment by Ralph Paglia on November 1, 2013 at 12:37pm

It is interesting when you study Google Analytics for any social media or networking site, because their is so much traffic that originates from email messages sent as a result of users sharing content into other social networks where such activity triggers an email alert to their friends, followers and subscribers... So, I would suggest that social media has helped to keep email relevant for many consumers.

Comment by Alexander Lau on November 1, 2013 at 12:25pm

Yes, Social has absolutely not killed E-mail. Obviously, it's up to a dealer to understand their target audience's behavior. With that being said, use a number of different weapons in order to tackle your digital marketing battles and that includes both Social and E-mail or a combination of the two.

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