The role of automotive advertising agencies is changing along with the
auto industry that they serve. It is important for automotive
advertising agencies to educate themselves and their auto dealer clients
about their changing roles in a consolidating auto industry that is
shifting onto the Internet Super Highway vs. local car rows.
Problems
and solution shared at real world venues in the auto industry are
having an impact and the slow shift to the new pull/push world of the
consumer driven Internet is becoming more obvious. Similarly, a growing
number of online social networking communities are also all helping to
spread the word and their timing couldn't be better.
The only
constant in the auto industry is change. Of course human nature is also a
universal constant, but since that is the fuel that powers most change
in the auto industry it must be factored in and considered by automotive
advertising agencies who can now look to consumers for the answers.
Radio,
T.V. and newspapers are no longer the media of choice for today's
Internet savvy consumers. B2C messages online are filtered out in favor
of C2C conversations in social networking communities that now dot the
landscape on the World Wide Web. Automotive advertising agencies must
reinvent themselves as the resource that auto dealers rely on to
navigate them onto the Internet Super Highway because that is where
their customers are.
Keeping ahead of new technologies and
applications that integrate selling processes between the real and the
virtual world showrooms and inserting auto dealers into the
conversations that make up the online marketplace must be job one for
automotive advertising agencies who wish to serve their auto dealer
clients in today's challenging auto industry. Radio, T.V. and print
production has a shrinking role in an automotive advertising agency's
tool box and leveraged online production resources will eliminate them
altogether in the near future. Similarly, agency commissions earned from
conventional media analysis and placement are being absorbed into the
media providers as value added services for their auto dealer
advertisers. At the same time, automotive advertising budgets are being
shifted to online digital marketing platforms with more verifiable
sourced R.O.I. that is far superior to conventional media. The writing
is on the virtual wall and automotive advertising agencies must either
read it, write it or accept their diminishing value in tomorrow's auto
industry."
The Internet has empowered consumers to bypass auto
dealers and even their most strategically placed marketing message in
favor of online information resources that are not dependent on
automotive advertising agencies or auto dealers for their content.
Initially, third party aggregators captured online auto shoppers
attempting to avoid real and virtual world auto dealerships by
collecting inventory from hundreds of auto dealers anxious to get their
inventory in front of today buyers for new and pre-owned vehicles.
Consumers quickly realized the limitations of looking at vehicles in
this kind of dealer-centric platform and the technology driven evolution
of online marketing platforms soon provided more consumer-centric
solutions.
Auto dealers are now able to monetize social media
with features that invite car shoppers to share their vehicle selections
with their online friends and family to assist them in their car
shopping experience. These C2C conversations pushed to Face Book and
other social networking communities replace previous unsuccessful
attempts by automotive advertising agencies to post B2C messages on the
same social media platforms. Automotive advertising agencies need to
know about sites that offer a variety of free services and a way to earn
a seat at the social media table More relevantly, they need to tell
their auto dealer clients about them to justify their agency fees!
Other
technology driven applications automotive advertising agencies need to
tell their auto dealer clients about that will allow them to sell more
vehicles and service for less money and with less staff include dealer
hosted personal web sites for their staff, dashboard tools that
integrates telephone and SMS text messaging for more comprehensive and
cost effective follow up, automated video production platforms that
converts the pictures on an auto dealer's website pushed onto the search
engines with Facebook applications that allow an auto dealer to display
their entire inventory on a non-offensive tab within the customers Face
Book page, customer interaction platforms that allow online shoppers to
initiate a two way video conversation from within an auto dealer's
website that can accommodate a turnkey online transaction without having
to drop the glass wall that empowers online shoppers to move forward in
the negotiation process and appraisal tools which provide site visitors
with NADA sourced values for their trade-in while selecting suitable
vehicles from the auto dealers online inventory to find a car to replace
the one that they are selling.
Any one of these new online
conversion and marketing tools can develop a superior R.O.I. to even the
best written and placed conventional automotive advertising messages
and/or online digital marketing campaigns. These technology driven
solutions and their importance to automotive advertising agencies are
needed to justify their agency fees to their auto dealer clients in
today's consolidating auto industry. Many automotive advertising
agencies still operate under the assumption that if they bring enough
bodies to the front door then they have earned their fees. In today's
consolidating auto industry; not so much!
Reduced sales volume
and profit margins coupled with increased expenses demand that
automotive advertising agencies must increase their areas of
responsibility to include internal selling processes using systems to
increase efficiencies across all departments in an auto dealership in
both their brick and mortar facilities and their newly developing
virtual showrooms. You have to be in it to win it and for the
foreseeable future the game is being played on the World Wide Web. The
most active lanes on the Internet Super Highway are those that lead to
social networking communities that share information between automotive
advertising agencies and auto dealers as much as they do for their
customers.
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