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Trends in the Online Automotive Market Offer Yellow Pages Growth Opportunities

Looking for a new car used to mean spending the day hitting dealership row, encountering one dealer after another. Those days are vanishing. Nearly 90 percent of today’s car buyers hit the Internet first, and dealers encounter prospective buyers who are already well informed. As such, car buyers are savvy and more aggressive, often helping put them in the driver’s seat in more ways than one. Highly consumer-centric automotive portals are to thank for this metamorphosis.

These automotive portals deploy rigorous “all or nothing” search criteria. In other words, all search criteria must be met or little to no search results are returned. Unfortunately, this often means that:

> local dealers with comparable autos for sale are never seen
> local car buyers are herded out of their local markets
> local dealers and buyers become more disengaged, resulting in a more disconnected local economy.

Survival in this virtual age has seen dealers slashing local ad dollars in favor of broader online exposure. Globalization of the once local auto market has increased the dealer’s reach, but has also served to thin this reach by equal proportion.

While dealers must keep wide-based traction online, they desperately need to regain dominance at home. Similarly, car buyers report preferring to purchase closer to home, but have grown accustomed to searching online, using sites that rarely return local results.

Thankfully buyers and sellers in this ever-shrinking world are now demanding more localized searches and exposure. Entities offering advertising services that best mirror this trend with online enhancements true to their character will win the day. There could be no better fit with the right automotive portal for localized search than the Yellow Pages.

The Yellow Pages Association reports its “Automobile Dealers” heading is the sixth most used category in the book. Unfortunately, the revenue ranking for this same heading sits far in the opposite direction. Lending credence to this disparity are the recent estimates by the National Automobile Dealers Association (NADA) that only one percent of automotive dealer advertising budgets are spent in favor of the Yellow Pages. In sharp contrast to today’s newspaper industry with circulations, readership, and subsequent ad value in drastic decline, practically every household continues to keep and use the Yellow Pages from one year to the next. These factors are proof positive that while the Yellow Pages remains a resource standard for the common household, most dealerships underestimate the advertising strength and stability of the book.

A robust and interactive automotive portal like in conjunction with the Yellow Pages, and promoted throughout millions of its printed books is giving car dealers a renewed appreciation and perspective for this time-honored advertising resource. This sets the stage for the reuniting of local car dealers and buyers, as well as reigniting the Yellow Pages with an influx of advertising car dealers in both print and online.

This is a giant step in the right direction at a time when needed the most.

Views: 19

Tags: Association, Car, New, Pages, Used, Yellow,


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