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Social Search & Database Management: How Can You Adapt?

In today’s technology-based environment, businesses and consumers have turned away from the traditional mainstays for information gathering. Rather, they are utilizing other avenues to obtain information and share amongst peers. Social networking, topic-specific RSS (Really Simply Syndication) feeds and blogs like this one highlight three such avenues people are using to get information and thus be embraced by automotive direct marketers.

As marketing techniques continue to progress, the ability to target specific locations for automotive direct marketing campaigns is made easier. Now, rebates, service specials and pricing are no longer unique to just a specific marketplace.

So how do these tools impact your automotive dealership’s direct marketing campaigns? How do they affect their database management systems?

On the surface, the answer to both questions is simple: it will have an affect on both.

Social search not only provides almost instantaneous feedback for direct marketing efforts, but it also connects marketers to others who share some of the same interests. Consider these stats that a June 2010 study from ROI Research Inc. revealed about the desire of social media users connect with brands:

* 50% of Facebook users click on ads to “like” a brand
* 37% learned about a new product or service from a social networking site
* 32% of respondents have recommended a product, brand or service to friends and associates via a social networking site
* 32% of Twitter users “re-tweet” content provided by a company and/or product
* The want for printable coupons (49%), sales notifications (46%) & new product updates (35%) ranked high on consumers lists

These results show how the social search relationship can provide direct marketers with an invaluable amount of information that can also easily be sorted by parameters such as dates and time for easy reference.

Database management systems stand to benefit from the development of practices in searching social networks. These portals can provide details without actually getting your hands dirty searching through your database records by making your data more relevant and timely. There are tools available to marketers that allow for users to “check in” to locations their area, giving marketers instant feedback on their campaigns

Going forward, using search portals like social networks to gain customer insights for your direct marketing efforts will become vital to any campaign. Any direct marketing campaign is sensitive to factors like third-party influences. By monitoring social networking sites like Facebook and Twitter, your marketing strategies will be guided by real-time views and thus, make your programs both relevant and timely.

~ Missy Jensen, Social Media Manager at DMEautomotive

Bio:
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!

Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.

Missy attended St. Lawrence University where she graduated Magna C** Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at missy.jensen@dmeautomotive.com and check her out on LinkedIn.

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Tags: 2.0, Facebook, automotive, campaigns, dealers, direct, increase, mail, marketing, mutli-channel, More…revenue, targeted, text, tracking, web

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