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Automotive Marketing
By Bill Cook
Most auto dealers today know that the Internet offers
opportunities to turn on your profit potential but they aren't
sure how to do it or whom to trust.
Automotive Marketing Online
The automotive industry is among the fastest growing internet
business market places, requiring significant marketing
expertise. Automotive marketing often employs the services of an
automotive marketing group to develop and implement a successful
automotive marketing campaign. Most conventional marketing and
advertising firms do not have much expertise when it comes to
the internet.
A successful automotive marketing effort starts with the
development of a campaign focused on attracting new customers
and/or retaining old ones. A savvy automotive marketing group
will create a campaign that will enable the consumer to gain
access to important reviews, consumer information, safety
updates, and rebates.
A good automotive marketing consultant will work with
dealerships to design automotive marketing programs at a local
level that appeals to consumers from the surrounding region. The
goal of the automotive marketing consultant should be to have
the dealership spend less time on their end of the automotive
marketing efforts and more time closing deals.
Over 80% of today's automotive customers begin their shopping
online. They use the web to investigate, shop, and purchase
their next vehicle. Today's auto dealership must not only be
proficient at responding to customer demands on the web, but
also know how to attract more business from the internet. The
increasing competitiveness of the internet market, volume of
opportunities and speed which is required to be successful in
Internet sales demands solid concepts and effective automotive
marketing.
Dealers have no choice but to embrace the transition of shoppers
from traditional sources to the internet. And with this
transition, so must your automotive marketing techniques.
Automotive Marketing: Giving Customers What They
Want.
Over the past two years, automotive marketing companies have
seen a significant shift in consumer buying and service
preferences. Today, more and more consumers prefer to start
their sales and service process by going directly to the Web.
These consumers are interested in finding out the answers for
themselves - it is typically a way to educate themselves on
finding the best vehicle to buy and the best pricing and
financing options available. The only way to win these types of
consumers is to give them what they want. If you provide them
with the answers to their questions without giving them a
hassle, they will thank you with their wallets. The result of
this incredible shift is that automotive marketing must be aimed
at improving web-based self-service for their potential
customers. Your automotive marketing campaign must know the
answers to the following questions:
Who is considering my dealership, who is rejecting it?
Is my make high-loyalty / low-conquest or vice versa?
Have I got my pricing right or am I selling too low?
Which of my automotive marketing dollars are working harder than
others?
Which media, which sports, are my prime prospects frequenting?
What else are my customers spending money on, and where?
How is my brand perceived compared to my competitor?
What is my brand equity and how do I strengthen it?
About the author:
Bill Cook is the SEM Director for DealerOn, Inc - an Automotive Dealer Website Design
Company providing Online
Automotive Marketing Services to Auto Dealership
nationwide.
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