Online Display Advertising For Automotive Dealership Owners

Online display advertising provides a targeted and direct response approach that help to effectively target segment specific audiences and increase brand awareness. According to IAB Internet Advertising Revenue Report, the total Internet advertising revenue for 2009 was $22.7 billion. While online display advertising accounted for 35% or $ 8.0 billion of the total Internet advertising revenue for 2009. The automotive advertisers accounted for 11% or $2.5 billion of total Internet Advertising expenses in 2009. Thus, online display advertising that includes display banner ads, rich media, digital video, and sponsorship links can be effectively used by automotive dealers to target customers based on website context, geographic location, specific demographic information, and user behavior.

Advertisement Is Based On:
Advertisements based on demographic information, website context, and geographic location can help narrow down and pin point specific customer segment.

Website Context
Contextually relevant advertisements can help automotive dealers to better target the potential customers as they are willingly showing interest by viewing specific themed areas. Automotive dealers can effectively target those customers searching for new cars, pre-owned cars etc on Internet by positioning advertisement based on website context. Also, the website viewers are likely to respond positively or pay more attention to such theme related advertisements.

Buyer Geographic Location
Display advertisements based on user location allows automotive dealers to effectively target potential customers in local area, geographic region, or in any specific city. Delivering customized advertisements with proper relevance within a specific region or city generates interest, engages, and attracts potential customers.

Buyer Demographic Information
Display advertisements based on specific demographic information like industry, profession, age group, household income, gender etc can help automotive dealers effectively reach to a specific customer segment. Demographic advertisements informing about various offers, coupons etc given by automotive dealer can appeal to a variety of market segment. Display advertisements based on specific demographic information can help grab attention of key audiences and turn them into potential customers.

Advantages:
Online display advertising allows automotive dealers to reach a wider segment of customers in a limited advertising budget.

Increases Brand Awareness
Effectively employing online display advertising helps to create awareness about the automotive dealer that results in building a brand image in the long run. Positioning creative and relevant advertisements to specific segment help to effectively target potential customers, increase automotive dealer exposure, and increase online traffic leading to higher conversion rate. However, even if the customer does not click on ads, it increases brand awareness about dealer. As display advertising ensures that potential customers get to know about the services and inventory offered by automotive dealers, the next time these customers think of making a purchase, they can prefer and trust these dealers whom they can recall.

Effectively Target Customers
One of the key benefits of online display advertisements is that automotive dealers can effectively target potential customers within their advertisement budget. Display advertisements provide a better coverage and effective targeting of potential customers as they can be based on website context, geographic location of buyer, variety of demographic information, and user behavioral information.

Increases Online Traffic
Effectively positioning relevant and engaging display advertisements to a specific segment of audiences can help drive qualified traffic to the automotive dealer website. Display advertisements in the form of banner ads, pop up ads, and contextual ads catch the attention of potential customers and increase the website traffic. Also, display advertisement increases the brand awareness that generates more traffic to the dealer website and increases the chances of customer making a purchase.

Provides Good ROI
Apart from targeting specific segment of customers, online display advertising increases online traffic and increases the chances of sale thereby provides a good Returns On Investment (ROI). Also, display advertisement effectively targets desired customer segment thereby reducing the ad spend wasted due to unwanted and ineffective impressions thus maximizing the ROI. Display advertisement facilitates tracking of display advertisement campaign by automotive dealers through metrics like clicks and conversions, impressions to better calculate the ROI.

Online display advertisements can have an impact on purchasing decision made by automotive Internet users as they provide better consumer engagement. Thus, display advertisements can be effectively used by automotive dealers to increase their brand awareness, online website traffic, website interaction time, and maximize ROI. Moreover, display advertisements also encourage users to conduct search on Internet that increases the website traffic.

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Automotive Advertising Agencies Need to Reinvent Themselves to Support Social Media

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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The Automotive Employment Market Is Still an Open Playing Field

In the automotive employment market there are still very attractive job opportunities available all over the world. So if you are in the automotive employment market and want to make a change there are still a lot of opportunities all over the world.

In this modern world there do exist a massive shortage highly skilled automotive technicians all over the world. So if you are a highly skilled auto technician you can choose where you want to work in the world.

By just applying on one of the many automotive recruitment companies web pages, and they will search a job opportunity for you any place in the world. The fact is that a lot of emerging automotive markets have opened up in reasoned years, due to the power shift in the automotive industry.

This automotive employment market is going to become even bigger in the future as all new type of cars is going to hit the market. Like all the “EV” cars that are still in the prototype phase. All these cars will have new technology implemented into them, so new personnel must be trained to work on them in the future.

This will bring a paradigm shift into this automotive employment market, even the training methods and the skill sets that must be trained have to change in the very near future.

This will cause the manufacturers to start running extensive training and develop programs, to have highly skilled technicians to assist them to establish their brand. There will be coming new brands and brand name into the playing field and these brands will need to still build their names in the market place.

To build a brand name you need a powerful after sales service you can assist your customers with. This alone will create a new automotive employment market to the auto industry; just imagine an electronic or chemical engineer working at your local car dealership.

It may sound farfetched but it is possible as the cars in the future will be driven with power plants like fuel cells, hydrogen emission and electric motors. All of this is going to come to the market place in this modern world sooner than most of us do realize. So the predictions are that a big portion of the existing automotive workforce will leave.

They will leave this workforce as they are from the old school with old school principles that will become extinct with this new technology. The human tendencies are that you will stay ignorant if you become a member of the old school club. This only happens as the older people were conditioned that they can only learn something up to a certain age. All of us know this is not true but the system wants them to leave as it is harder to change and old horse to get rid of his or her habits

The system was created to develop a group of slaves that would be easier to condition, into what this slave system needs and not what the workers needs. That is one of the reasons why the older leading hands in the automotive employment market gets removed or retrenched. The general modern business conceptions are that older people are resisters to modern business, as they don’t want to change.

If all this highly skilled people are removed in the future the whole automotive industry will suffer a massive skills and brain lost that could have passed on to the younger people. Findings are that most of this older people in the automotive industry don’t want to share their knowledge and skills anymore, because they don’t see themselves as resistors for future development in the automotive industry.

So the automotive employment market will suffer great losses in the near future, due to this phenomenon.

Rocco van Rooyen is an Author on Automotive Solutions. As an Entrepreneur and Author on the subject, he is at the forefront to provide solutions to all automotive related problems.

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Where to Shop for Automotive Parts and Equipment

A complete range of automotive tools and equipment can be found online. Consumers do have the advantage when shopping on the Internet, as they are not only provided quality merchandise, but merchandise at a discount. Top providers on the Internet will stock a wide range of automotive tools and equipment from recognized brands in the industry. Many consumers are turning to the Internet due to its affordability. Automotive tools and equipment, are expensive, and if you are in search of parts that are hard to find, the Internet is often the best source there is. When you begin to shop and compare the various online sites, you will notice that the greater reputability a company has, the more automotive tools and equipment they will offer. Automotive tools and equipment are necessary at some point in time for every driver that performs repairs on their vehicle. Workshops require automotive equipment that is specific to repairs so that they can safely and efficiently perform the repairs.

What types of automotive tools & equipment will you find online?

Automotive equipment will include all the automotive equipment that is found in the marketplace today such as:

* Tire changers

* Suspension and brake testing systems

* Brake lathes

* Short and mid-rise lifts

* Pit lifts

* Post lifts

* Mobile column lifts

* Auto lift equipment

* Wheel alignment and wheel balancers

* And, more

Other types of automotive equipment and automotive tools that you will find from the online vendors that are used by both the automotive shops and the home mechanics will include:

Lubrication Equipment: Each vehicle on the market has so many moving parts that comprise the operation of the vehicle and each of these moving parts need lubrication. Grease valves, oil meters and oil pumps are just some of the lubrication equipment that you will find online.

Air compressors: Air compressors are used to inflate a tire or tires. They may also be used to operate other pneumatic tools, as it is a source of compressed air. Air compressors come in many different makes and designs such as the electric powered, gas powered or diesel powered.

Other Automotive Tools: Other automotive tools that are used in both the industry and by the at home mechanic are hammers, dollies, screwdrivers, jacks, and monitors. These are specific for automotive repairs and automotive tools that the online vendor should have a variety to offer.

Service and Exhaust Equipment: For the shop or mechanic that is servicing vehicles, the proper service and exhaust equipment is necessary. This equipment includes brake fluid exchangers, booster cables, paint, battery chargers and so on.

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Importance of Online Reviews For Automotive Dealership Sales

Online reviews on automotive dealer’s website are valued features and play a key role in influencing the customer’s automotive buying decision. Online reviews are sought after by customers using Internet at every stage of car buying process, as they offer existing customer experiences on vehicle models, services, policies etc of particular automotive dealers. It is important to include online reviews and testimonials in dealer websites as they help in retaining the existing customers and builds initial trust among potential customers. It helps to increase sales as prospective customers prefer to deal with dealers they can trust.

Positive Impacts:
Online reviews positively impact the dealership sales by increasing the confidence among both existing and potential customers.

Credibility
Potential customers perceive online reviews as authentic, genuine opinions from other customers and feel that they are receiving accurate information. They provide an effective way for dealers to communicate with customers. A good number of positive reviews on dealer website mentioning satisfactory experiences of customers are likely to instill confidence among potential customers. The potential customer can feel more comfortable and satisfied when reading a comprehensive evaluation of the dealer from a large number of customers. Even, the way dealers handle negative reviews by customers by quickly and efficiently resolving problems increases the trustworthiness of the dealers. It is likely that such unhappy customers will revert back to the same dealer.

Included In Consideration Set
The customers usually have a pre-defined set of vehicles that they prefer to buy. The automotive dealers in order to increase their sales needs to persuade the customers to alter their consideration set. The customer generated content like vehicle ratings and reviews, consumer ratings and reviews, dealer ratings and reviews can be effectively used by automotive dealers to alter the consideration set of these automotive internet users. The information given through dealer ratings and reviews can effectively target the new-vehicle buying customer segment. The reviews enhance dealer consideration among customers as both positive and negative reviews increases awareness level of the particular dealer. Also, positive reviews improve the attitude of customers towards dealers. Thus, expanding the consideration set helps to increase automotive dealership sales.

Reassurance
The online reviews and testimonials at automotive dealer website provide reassurance to the new customers that the dealer stands for professionalism, quality, credibility, and security. Reviews by previous customers reassure the potential customers that it is safe to deal with this dealer and there is commitment to customer’s privacy. Providing reviews on dealership website also increases conversion rates as it increases trust and confidence among first time visitors. Thus, existing and new customers will confide upon the dealership that helps to increase sales.

Negative Impacts If Not Monitored:
The negative online reviews can have impact on the attitude of customers towards automotive dealers.

Left Out From Consideration Set
Online reviews influence the purchasing decisions of automotive internet users. Also, they are checked while researching for a particular car on the Internet. Thus, ignoring or not monitoring the online reviews means failing to effectively target the large segment of automotive internet users and getting left out from user’s consideration. Poor online reviews and testimonials can fail to persuade, build confidence and trust among first time visitors and lose out on important prospective customers.

Needs More Time To Convince The Buyer
Online reviews and testimonials indicate the satisfaction of other customers due to better services and quality offered by dealer. Potential customers reading improperly monitored reviews are likely to view the dealer as less reliable and not trustable. Thus, the dealers may have to put in more efforts and time to convince the customers.

As online reviews are like online conversations between customers, automotive dealers need to actively get involved in them that can result in sales growth. The automotive dealers can leverage online reviews and testimonials by existing customers to generate new customers by efficiently targeting them at each step of car buying process.

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