Automotive Digital Marketing ProCom

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The excitement has been building for a little while now and we're finally here.

2013 was awesome for many of us on all three sides of the ball - dealers, vendors, and OEMs - and 2014 is trending towards being even better for many. On the other hand, the dangers popping up in many marketing disciplines are also casting some doubts on the future of a good chunk of the industry. Yes, that means that there are dealers, vendors, and even OEMs that are going to be in trouble if they don't keep up with these changes and watch the trends more closely.

 

Search marketing is definitely one of those arenas where the trends are amazing for those "in the know" and potentially disastrous for those who are missing the point or not paying closed enough attention to the writing on the wall.

 

In the infographic below by Arrae, there are some good bits of information that can help you make some marketing decisions in early 2014. We don't agree with all of them - for example, the list of companies to use for correcting and monitoring listings is in a completely misleading order. It's funny because they have GetListed at the top. Having worked with them all and others, I would put GetListed in the middle of the pack at best. It's a service owned by MOZ and that might be the reason it's listed so high, but that's not the best. In fact, if they would have put the list in the exact reverse order, it would have been more accurate. Oh well. I understand the love for MOZ - we use their software ourselves!

 

There are a few other points of contention but overall the list is great. Think mobile. Monitor your listings for both reputation management as well as SEO. Focus on localized content. Great stuff across the board.

Here's the infographic:

Views: 605

Tags: 2014, Infographic, SEO, Search, Search Marketing

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Comment by Alexander Lau on January 9, 2014 at 6:27am

Hey I'm out back at my office. Waiting for Manny Luna to join in the fun!

Comment by J.D. Rucker on January 8, 2014 at 4:13pm

Mark, I love ya man but you're wrong on this one. When you say, "likes don't sell cars", you're absolutely correct. I know that there are still companies out there focused on getting more likes but the dealers I've worked with have been selling cars directly though social media without even pushing for likes. For trackable and verifiable sales, social outshines everything other than the dealer's website. Social is the only medium that you can put an ad up for $5 that targets 2000 people within a 25 mile radius that have expressed interest in buying a new Honda Accord in the last 30 days.

Don't become jaded to all of social just because some vendors are posting cat pictures and using the "boost" function to try to get likes. That methodology is antiquated and does not reflect the way that savvy dealers are selling cars on social media.

Comment by Alexander Lau on January 8, 2014 at 1:44pm

I agree with your customer experience comment, but customer experience also includes a competent social media strategy.

Using Twitter and Google+ as a means to generates leads and conversions is where we are now. If you're interested in find out more on how to make sales through Twitter conversation analysis, give me a ring. Your competitors will likely dive into this world. Actually, doesn't matter what your line of business is, marketing etc. 

Find influencers (blogs and commenting) as well. Obviously, it also compliments your ability to understand which keywords you should be blog writing for as well.

Ignore these tactics at your own peril.

Example of metrics that can be used.

Comment by Mark Dubis on January 8, 2014 at 1:05pm

Another interesting fact for 2014:  Over 7,000 dealers will spend and waste $50,000 or more on digital adverting programs trying to get sales from Facebook, Twitter, Pinterest and Blogs.  Likes do not sell vehicles.  Targeted initiatives that build value in the dealership's brand and reputation will pay big dividends in 2014.   Don't get social, get focused on the customer experience. 

Comment by Ketty Colom on December 30, 2013 at 1:46pm

Good find

Comment by Alexander Lau on December 27, 2013 at 8:04am

Comment by Alexander Lau on December 27, 2013 at 7:37am

Image Overlay Ads / In-Image Advertising Networks are going to grow, IMO.

Znaptag is going to grow substantially in the near future. They've already struck a huge deal with Getty Images.

Funny though, the technology has been around for some time with the likes of AdMedia and GumGum (my favorite, Example: http://demo.gumgum.com/windingroad/jaguar.html?c=jaguar). Unsure if they had a weaker platform or capabilities or they just went unnoticed?

Comment by Alexander Lau on December 27, 2013 at 7:19am

Ooof, I just did some research on Data Aggregators, and although I agree they shouldn't be ignored, there is much confusion on who does what and how, out there.

Groups like Neustar LocalezeUniversal Business Listing or UBL and of course Yext, with their lightning fast, direct API connection and fix process are all great. Be forewarned, Localeze and UBL resell your content to the 3rd party local / business listing and review sites and act as aggregators, Yext does not, they partner with 3rd party listing groups. However, it doesn't hurt to use all of them, truth be told.

Mind you, many of these tools do not jive well with automotive related sites and much manual work needs to be done as well. Automotive retailers need to be able to focus on many of the 3rd party local and business listing sites out there. I would venture to say 75% or greater ignore a massive amount of non-automotive related 3rd party review sites.

Funny, recently, a large dealership general manager had asked me to create an on-site review mechanism (in his eyes, reviews would pushed to 3rd party review sites (DealerRater, Women-Drivers, Edmunds, Cars.com, etc.), which is laughable and unattractive in accordance with their business models, let alone opening themselves up to fraudulent reviews and SPAM). It goes to show you the ignorance of some of the "thought" leaders that are supposed to be driving business.

If you're serious about paying a fair rate and finding out more on how to properly manage your automotive reputation and listings, etc., give me a shout. We don't charge corporate rates, but it's the same exact processes. Frankly there are far less middlemen, in fact none. Check out our software below, which you would have access to as well.

I'll show you your online pains and fix them for you and efficiently and cheaply.

 

Comment by Ralph Paglia on December 27, 2013 at 7:03am

I find info graphics like this to be far more useful than several pages of text describing the same information.. And so do most of the dealers I show them t!

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