Automotive advertising agencies who expect to be here tomorrow should apply tomorrow’s technology today or they will follow their shuttered auto dealer clients into the ranks of the unemployed. The consolidation of the auto industry is a necessary reaction to a shrinking economy and the proof of two basic rules of business — supply should follow demand and survival of the fittest insures that it will. The secret to survival for automotive advertising agencies and their auto dealer clients in a challenging market is to offer more for less and the technology being designed to improve sales processes on the Internet provides efficiencies that will determine the winners and the losers.
Integrating proven real-world automotive marketing best practices with maturing virtual world selling processes that rely on developing technology on the Internet allows forward-thinking automotive marketing agencies to blur the line between the real world of brick and mortar auto dealerships and the new virtual showrooms being built on the Internet Super Highway. Automotive advertising 101 teaches that you should go where your customers are if you want to reach them and with 93% of car shoppers confirming that they start their car buying process on the Internet that part of the marketing and sales process is easy. The hard part that automotive advertising agencies have to recognize is that the one constant that has survived on the World Wide Web is human nature. Customers empowered by the easy access of information on the Internet are no longer dependent on auto dealerships — real or virtual — to determine what vehicle they will purchase and who they will buy it from. Online shoppers are looking for a new or used vehicle, not an auto dealership, and automotive advertising agencies need to convert from push/pull advertising methods to pull/push techniques preferred …Read More