Automotive Digital Marketing

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Search and Display Advertising Synergies

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Tags: Advertising Synergies, Automotive, Automotive Marketing, Dealer Advertising, Display Advertising, Search Advertising, Search Engine Marketing, Social Media, Social Media Marketing, Social Search


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Comment by Jimmy Vee on February 25, 2010 at 3:13pm

You are right on. Today's dealers mindset both online and offline is that price sells cars period. That just isn't the case. We're all trying to beat the dealer down the street to win a deal that has no profit in it.

The money in the car business is to find people who have problems who want a nicer, newer car but don't think they can get it. If you can create in them an eager want and show them that you can solve their problems then you can win a deal and price isn't anywhere in the equation. You can help a person, be a value provider and make money.

Order takers don't deserve to be paid much. If you want to make money in the car business you have to do more than process paperwork. The car business should be about selling the deal and the dealership... not just a commodity.

There are so many more buyers out there who want a car but don't think they can get one or if right now is the right time then there are buyers who are actively shopping. Creating demand is not hard and it far more profitable. But it does require a new mindset, doing things different and a willingness to market.

Comment by Ralph Paglia on February 25, 2010 at 5:50am
@ Jimmy - Thanks for the read and spot-on commentary... Given the information in your book "Gravitational Marketing" it makes sense that you would recognize the value of creating more gravity (demand) when there is a shortage of naturally occurring gravity. One of the drawbacks to the auto industry's headlong dive into digital marketing is that the concept of stimulating demand, or making your own gravity has been devalued during the first ten years (1995 - 2005) of automotive digital marketing emergence by consultants fixated on the components that are easily measured... I am as guilty as everyone else, confusing what is measurable with what is valuable.

When I was focused on newspaper, TV, Radio and Outdoor media back in the 80's and 90's my objective for the dealership's ad budget was to STIMULATE DEMAND! How? We focused on messaging and creative that delivered compelling offers with so much excitement and sense of urgency that people who had previously not even been thinking about buying a car would be stimulated into action. We wanted them to visit the dealership in person or call "800-4VW-Deal" to find out if the offer in the ad was actually for real!

Somehow, we have lost that sense of mission with online advertising... Most dealers do not have a clue as to what messaging is in their Search Advertising and few pay any attention with how their display ads look and what they are saying because they are too busy studying reporting metrics... Reports and metrics don't create ANY value whatsoever! They are measurements and should not be confused with ROI.
Comment by Jimmy Vee on February 25, 2010 at 5:20am
What we're talking about here is attracting customers and bringing them into the market vs. finding the people who are in the market "already at the bottom of the sales funnel."

Finding people in the market is great but that market has shrunk significantly and those are more informed buyers who already have done tons of research and know what they want to buy and what they want to pay. Problems is... it's not much.

You're always going to be able to get more sales leads by attracting people not in the market at the moment because they're is a lot more of them. About 97% vs 3%.

To gravitate this other group you have to know how to create offers that motivate people to take action. You have to get past their ad filter and grab their attention.

The real opportunity in the car business is in this very thing. But it's not limited to online. You can do the same thing using traditional media and it works like crazy.

We have to get out of the mindset of selling cars and get into the mindset of selling solutions.

Good article.

Jimmy Vee

Comment by Ed Neues on February 24, 2010 at 10:33am
Great article! Really details the value, benefit and necessity in today’s marketplace to combine Paid Search, Behavioral Targeted Display and a Strong Social Media Marketing Strategy to achieve maximum results.

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