I am a self described old school car guy but perhaps my definition of
that well earned title has a different meaning than many of my
contemporaries have assigned to it. My definition of a car guy is an
entrepreneurial business man that is driven to win, who values
relationships as a team builder and who prides themselves as being a
community leader. The people skills needed to accomplish most goals in
the car business are built on an understanding of human nature which has
survived in the virtual world of today's Internet Super Highway.
However, the technologies and online processes needed to communicate to
customers have changed dramatically and us car guys need to stay ahead
of the curve to stay competitive.
Similarly, 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 advertising as a result of the empowerment that the Internet
has extended to the online car shopper.
Conventional wisdom
supports the position that selling processes on the virtual showrooms
being built on the Internet Super Highway must replicate and integrate
with those used in the brick and mortar showrooms on local car rows,
however that is reflective of the needs of the auto dealers, not the
customers. Structured selling systems require repetitive processes that
eliminate redundancy of data input and accommodate follow up and
management monitoring which has little value to consumers who just want
to know if the auto dealer has the vehicle that they want and how much
will they have to pay for it.
Old school wisdom suggest 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 AutoTransaXion 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 and the
consumer to complete an online transaction.
Most Automotive
advertising agencies recognize the need to provide transparency and
relevancy to attract online car shoppers but few are aware of solutions
such as AutoTransaXion to convert these new opportunities on the World
Wide Web to sales. Budget challenged auto dealers are demanding that
their automotive advertising agencies deliver more for less and staying
in touch with new technology is one way to deliver.
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 S.E.O. 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 their C2C marketing methods vs. more commonly utilized B2C methods
offered by banner ads and other attempts to market into social
networking communities from the outside in vs. the ability for vBack to
market from the inside out.
In addition, the Intelli-Leads
gathered by ronsmap and their vBack application are enhanced by the
market intelligence gathered by their SellersVantage application which
provides real time information on the online consumer beyond the typical
name, IP address, contact information and questions regarding the
vehicle they selected. SellersVantage provides the auto dealer with the
comparable vehicles that the customer may have considered through
ronsmap as well competitive information on similar vehicles currently
being offered on the Internet. As a result, conversion rates are
increased for the auto dealer and the transparency and relevancy for the
car shopper is enhanced. Of course none of this is possible if the
automotive advertising agency doesn't know about ronsmap and similar
leveraged online marketing platforms to recommend to their auto dealer
clients.
Understanding and applying the rules established by the
search engines to maximize the S.E.O. 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.
In addition, SiSTeR is able to increase the
vSEO of the dealer by distributing each produced video directly onto the
search engines through their dedicated API with You Tube with their own
URL, file name and associated search words and meta tags. Couple that
with the linked micro-site offered by their vShock application that
follows custom business rules established by the auto dealer to display
the selected vehicle video with other similar vehicles chosen from their
online inventory and you can see the added value of an automotive
advertising agency that knows to suggest this video platform to their
clients.
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