Automotive Advertising Agencies Must Lead, Follow, or Get Out of the Way

Automotive Advertising Agencies Must Lead, Follow, or Get Out of the Way

Automotive advertising agencies serve the retail auto industry in much the same way that they have for decades. However, since the one constant in the auto industry is change—and human nature is also a constant—then change in the automotive advertising industry must be limited to the technologies that have developed to serve the newest media of choice:The Internet. Agencies are still striving to improve the reach, frequency, cost per impression and the basic R.O.I. of their automotive advertising campaigns delivered to a qualified and targeted audience;however, in my considered opinion there has been a paradigm shift in automotive marketing as a result of the empowerment that the Internet has extended to the online car shopper. Further information about Automotive Marketing Helps Car Dealers Sell More Fast can be obtained by clicking at http://www.dont-rip.ca/automotive-marketing-helps-car-dealers-sell-more-fast/

Old school wisdom suggests that the goal for the dealer after an initial contact by phone, email or by an online visitor to their website is to make an appointment to get the customer into the showroom since, after all, you can’t sell them a car on the phone or on the Internet—or can you? New technology-based solutions like Auto TransaXion introduced by Argistics provide an online transaction tool with a two-way video customer interaction application that links to the auto dealer’s DMS, CRM and ILM in a comprehensive push/pull manner that replicates the real world selling process. The enhanced transparency and relevancy provided by this online communication tool satisfies the needs of the online car shopper while providing a seamless transition that allows the auto dealer marketing and the consumer to complete an online transaction. You can read further information about Digital Media Service (DMS) by clicking here.

Automotive Advertising Agencies Must Lead, Follow, or Get Out of the Way

Another opportunity to leverage online resources for automotive advertising agencies in the know can be found in new online inventory based marketing platforms like ronsmap.com that utilizes its game changing technology to integrate social networking media with their platform. The extended reach and frequency of message provided by their vBack Ask-a-Friend / Tell-a-Friend application increases SEO for the auto dealer by integrating their social networking engine with every vehicle posted on ronsmap, the auto dealers’ website and third party sites that the auto dealer posts their inventory on. As a result, leads and sales are increased exponentially as they tie into the viral messages powered by a C2C marketing strategy versus more commonly used B2C methods offered through banner ads as well as other attempts in automotive marketing to any social networking site communities from an outside in versus the ability for vBack to market from the inside out.

Understanding and applying the rules established by the search engines to maximize the SEO for their auto dealer clients is another challenge for automotive advertising agencies that requires them to listen and learn about new Internet applications before they can presume to serve their clients’ needs. Social media has earned a weighted position on Google that is only matched by their similar respect for video to reflect consumer preferences. A generation of T.V. watchers has matured into video-centric consumers that prefer to watch an online video of a vehicle vs. a typical display ad listing features and benefits or even a set of pictures. SiSTeR Technologies has a video production platform, Video CarLot, that hosts applications like their vShock and VidBrid that produce professional quality videos from still pictures extrapolated from an auto dealer’s website using human voice, existing video footage, and multi-schema layers with interactive information for the consumer to increase the transparency and relevancy of the experience.

Automotive Advertising Agencies Focus on People Using Social Media vs. Product or Price

Automotive Advertising Agencies Focus on People Using Social Media vs. Product or Price

The new pull / push nature of the market powered by the Internet requires automotive digital marketing agency to focus on people vs. product or price. Car shoppers are following their own agendas when pulling information from the World Wide Web that no longer requires them to rely on an auto dealer as the source. That is not to suggest that both the product and the price aren’t important. It simply suggests that all systems start and end with people and that people are the true asset of any auto dealer, automotive advertising agency, or vendor!

Newly empowered clients are not limited anymore to shopping for a vehicle using information provided by self-serving auto dealers pushing information to them using conventional media like radio, TV, or newspapers. Social media has allowed car shoppers to gather information from like minded customers before, during, and after their shopping and/or buying experience. These online friends are playing an increasing role in the car shopping process and automotive advertising agencies are using them to influence buyers.

The market is a conversation amongst friends before, during, and after the car shopping/buying/ service cycle. Auto dealer marketing that has friends in the social networking communities are more likely to be invited to participate in the dialogue. More specifically, automotive advertising agencies realize that it is difficult to befriend a building or a website! It is the people that work at the dealership to support their families that have the story to tell to their friends and who will earn the sale—not the Chevrolet, Toyota, Mercedes, etc.—or the extended service hours and weekly specials.

Automotive Advertising Agencies Focus on People Using Social Media vs. Product or Price

A smiling sales person, service writer, operator, and cashier can’t be forced as a part of policy—much like customer satisfaction can’t be bought or taken for granted by simply offering the best price; it must be earned. It is earned when a dealer or manager appreciates the individual and team contributions of his staff—and tells them so on a regular basis! It is maintained by HR departments and hiring practices that select personality over prior auto sales experience with compensation plans that reflect individual contributions along with job descriptions and defined areas of responsibility that are managed and monitored by a caring management team. Desirous to seek further information about Automotive Marketing Helps Car Dealers Sell More Fast can click at http://www.dont-rip.ca/automotive-marketing-helps-car-dealers-sell-more-fast/

Automotive marketing has extended their areas of responsibility to include their involvement in all aspects of day-to-day operations at an auto dealership. Most selling systems and related processes include a meeting and greeting, an initial manager T.O. to qualify the customer’s needs, an inventory and facility walk, a test drive, a feature benefit presentation, a desking procedure, a manager T.O., negotiations, an F&I introduction, a delivery procedure and service introduction.

Automotive advertising agencies often rely on new technologies to provide efficiencies applied to proven old world wisdom. New mobile sales applications are being developed that promise to provide a salesperson with the right information at the right place and the right time which will integrate training into the sales process. The key is to focus on the people part of the presentation supported by the processes, products and the price rather than the other way around. Further material about the best new technologies (probably) arriving in 2017 can be retrieved by clicking here.

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