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.
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.