Ralph Paglia, National Director of Digital Marketing for ADP, joined Philip Zelinger, President of Ad Agency Online, L.L.C., on the FREE automotive advertising resource portal – www.adagencyonline.net – to discuss automotive advertising “best practices” in digital marketing.
The automotive advertising agency and auto dealer audience attracted to the portal’s blog talk radio show, “Lunch With Ralph Discussing Automotive Advertising” has learned to tune in every Thursday between 12:00 noon and 12:30 PM EST to listen and learn how to maximize their R.O.I. for their automotive advertising in both the real and the virtual world.
Most automotive advertising agencies assume that automotive advertising on the Internet is vastly different than automotive advertising on conventional media, like broadcast and print, but both Ralph Paglia and Philip Zelinger beg to differ.
Their shared message delivered today to automotive advertising agencies willing to listen and learn was that the technology and applications applied to deliver an automotive advertising message on the Internet differ from conventional automotive advertising, but established automotive advertising wisdoms and human nature remain the same.
The pair of automotive advertising experts agreed that the solution to developing an online automotive advertising message was based on developing the right mix of both a targeted message to a select audience with the right message at the right time and a multi-channel message to the general market to build “top of the mind awareness.”
Automotive advertising “101” has taught that same automotive advertising wisdom in conventional automotive advertising by suggesting a “reach and frequency” formula with a balanced branding and retail message across multiple channels to develop consistency and retention of message. Today’s buyers will reply immediately and tomorrow’s buyers will remember to call you when they are in the market. Both opportunities add to the R.O.I. and the bottom line, the only difference is the time line in which the vehicle is delivered.
AdAgencyOnline.Net has earned their reputation in the automotive advertising community as “The One Stop Site For All Of Your Automotive Advertising Needs” and automotive advertising techniques like those discussed today are why.
For example, Mr. Paglia and Mr. Zelinger advised automotive advertising agencies to use Google Ad Words to embed their online messages into web sites attracting car shoppers searching for comparable products linked to a dedicated landing page on an auto dealer’s web site to develop sales. It is an extremely cost effective online tool that many automotive advertising agencies are afraid to introduce to their auto dealer clients, especially if they are being paid based on a percentage of the conventional media that they place for them. The ability to split an online automotive advertising budget on Google Ad Words between a “cost per click” and “cost per impression” bid develops a comparable “reach and frequency” formula that has been proven in conventional automotive advertising. In addition, established conventional automotive advertising wisdoms support the need to deliver an automotive advertising message across multiple channels. This solution remains part of the marketing plan proposed during the show with the suggestion that automotive advertising agencies maintain broadcast and even print media to further develop consistency and top of the mind awareness to today and tomorrow car buyers.
AdAgencyOnline.Net offers many FREE automotive advertising resources to auto dealers on their site in addition to the shows hosted on their blog talk radio station, WAAOL, All Automotive Advertising News All Of The Time. Their online “Dealer 20+ Groups” provide a platform for auto dealers to share best practices with auto industry insiders that moderate the online meetings and select auto industry vendors are also featured as “preferred vendors” on the site to provide cutting edge automotive advertising technologies and applications to site visitors.
Auto Industry vendors currently recommended on the site include LeadConverter, Laser Stream Video, Ai Dealer, Gumiyo, ADP
, BZ Results, NeoSynergy, CarFolks.Com
, Kihon Media, NADA-24
, Reora, eBay Motors, JL Media, SmartWomenBuyCars.Com
with dozens of auto industry vendor applications still under consideration.
Automotive advertising agencies and auto dealers who “require a little professional help” are invited to join AdAgencyOnline.Net as an affiliated automotive advertising agency or to use their full service automotive advertising resources with a retainer or to request a project on an “a-la-carte” basis.
For additional information automotive advertising agencies are invited to visit the portal – www.adagencyonline.net – or to contact Philip Zelinger directly at 1-888-796-2228.