Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
In one day we create 1.5 billion pieces of content, 140 million tweets and 2 million videos. Car companies, dealers and marketing service providers add to this tsunami of content with our own automotive related posts, images, articles, videos and more...
Trying to make sense of the mountains and oceans of data that are now part of our knowledge world due to computers, mobiles and the web is a daily challenge.
We constantly are attempting to organize, collate and curate information that is sometimes overwhelming.
They are a mix of design, writing and analysis that are ideal for an age of big data.
Infographics are a visually compelling communication medium that done well can communicate complex data in a visual format that is potentially viral.
They take deep data and present it in visual shorthand.
“Infographics” is one efficient way of combining the best of text, images and design to represent complex data that tells a story that begs to be shared.
Recent research from Barbara M. Miller and Brooke Barnett discovered this about “Infographics”:
“On their own, text and graphics are both useful yet imperfect methods for communication.Written language allows an almost infinite number of word combinations that allow deepanalysis of concepts but relies heavily on the reader’s ability to process that information.Graphics may be easier for the reader to understand but are less effective in communication ofabstract and complicated concepts. … combining text and graphics allows communicators to take advantage of each medium’s strengths and diminish each medium’s weaknesses.”
Does the auto industry need to present data in an effective manner to communicate and engage its customers and prospects?... Then including infographics in your social media marketing strategy could be part of the answer.
I am an avid reader of eNewsletters sent to me via my subscription to Jeff Bullas... About 6 months ago I began seeing that Jeff Bullas noticed the power of Infographics when he included the topic in a blog article and the traffic to his blog and comment response volume was much higher than on average. Upon taking a closer closer look at the topic's popularity, Bullas decided to use Google “Insights for Search” analytics to determine the increase in the interest in the keyword “Infographics” as reflected in search volume increases since 2004. (shown below)
Jeff discovered that since just prior to the start of 2010 to the beginning of 2012 "Infographic" keyword search volumes have increased by over 800% in just over 2 years.
Statistics from the social network Digg reveal that since 2007, the use of the tag "infographics" on Digg have increased by 250 times!
I agree with Bullas that such a fast growing trend is a marketing topic and wave of interest worth catching!
When it comes down to it, the use of Infographics may seem to be a compelling proposition... But from an ROI perspective, why use them?
Source: Web Marketing Group
There is one thing that I have discovered while blogging is that automotive consumers love facts, figures and statistics. Add some compelling images and graphics and …”voila“, you have addictive content!
Human beings are highly visual, car buyers most often cite the "looks" or appearance of a model as the most appealing characteristic... and because 90% of of the information that comes to the brain is visual you need to tap into that “optic nerve”
Due to infographics attractiveness the capacity for them to be shared on social networks and become viral is much higher than ordinary text content.
When designing, developing and publishing an infographic the code to put it on a WordPress blog or website is provided as an embed code. This then creates an automatic link from their site to yours.
In a world where online publishing is now visible globally at the push of a button, infographics can provide global coverage that local print media could never do.
Creating an infographic that is embedded with your dealership or OEM logo and brand displayed is a powerful means of creating a greater “Brand Awareness” in your local, regional and national market areas.
An automotive infographic that is linked and compelling by its nature will drive automotive consumer traffic to your website and blog as people “share” and “click”
The viral nature of the infographic medium makes people link to your site and Google will index your website higher due to Google’s “Page Rank” algorithm. This increases the importance that search engines pace on your site.
The research required to create an automotive infographic will display your knowledge and position you as an expert on the automotive category or a specific topic such as trucks, 4 wheel drive, minivans, Crossovers, Sport Utility Vehicles, etc.
The challenge with infographics is creating them.
We Look forward to hearing your stories...
Additional and Relevant Reading on this Topic:
Would be interesting to see dealership use these to present to customers a particular vehicle and the main/best features of each vehicle for example when customers are researching a vehicle. We generally see infographics being used to sum up research and present to potential clients. Never have I seen it used in order to educate customers before. Perhaps it would work well as Infographics definitely help to educate me on a topic quickly!
Rorie - I had never thought of such a use for Infographics, but the moment I read your comment I realized that this is a brilliant idea! Now, we need to find a programmer to write the script for generating these infographics... I can see them as additional window sticker graphics.
I have mixed feelings about the use of Infographics. I understand they are very trendy right now, and we use them ourselves on occasion in our marketing and sales communications. At the same time, I feel their growth is indicative of the new age of consumers that want information handed to them in quick sound bites or 140 characters. I believe information in an infographic could be explained as effectively in text, but it would be a lot longer, and the sad truth is that many people won't take the time to read long text to learn something. It's these same people that want to watch the movie rather than read the book, when any great book I have ever read is always a better experience than the movie made from it later. Sometimes infographics make me think of children's books, that have lots of pictures and few words, and as I grew in intelligence and knowledge I moved on to books that had no pictures. They take a lot more time to read, but I can create the visuals in my head without having them shown to me - and sometimes my imagination and the images I create are better than what someone could draw for me. All that said, as a Marketer, I know the challenge is to send out information that will be read and accepted and I need to respect the desires of the audience I talk to if I want to get my message through. Hmmm, you would think there would be an Infographic that explains how consumers process information from an Infographic vs text, wouldn't you?
Brent - My wife and I have discussed the very same issue you raise here on several occasions. I think that there are many situations that are not ideal, but which we, as marketers, must simply deal with from a marketing communications optimization within a budget perspective. I am not saying that we shouldn't read books, but when it comes to selling cars, if pictures work better than books, then our role is to optimize results and not necessarily to change the appetite for information formats within the consumer segment. I am also the first to admit that my wife disagrees with me on this issue!
Yet another "Great Post"!
Has anyone made an infographic of their own for use at a dealership? Would love to see other's examples.
Erik - I have seen TK Carsites create infographics for multiple clients... I am sure that if you contact J.D. Rucker that the TK Carsites team would be very pleased to work with you on the creation of Infographics as a dealership marketing tool.
Great information. It makes think of ways we can use infographics to enhance our dealership blog.