by Rich Abronson
The latest NADA report on dealership advertising shows that while Internet advertising expenditures continue to increase as a percentage of a total advertising budget, dealers as a whole are still allocating the majority of their spending to direct mail, newspaper, radio, television, and other types of on-lot or outdoor advertising (NADA DATA 2007). Tracking and conversion reports are becoming increasingly sophisticated for the Internet segment of a dealer’s advertising strategy, which allows the Internet manager to optimize the dollars spent. There remains a great deal of uncertainty and potential waste in a dealer’s overall advertising effectiveness, however, simply because the remaining non-Internet components lack a definitive form of measurement. In other words, you cannot click the newspaper…until now.
The mobile phone as an advertising channel
Over the past couple of years, the mobile phone has become a viable marketing channel which promises to not only bring measurability to other forms of advertising, but also to create a new and effective way for dealers to reach and connect with car buyers at anytime and from anywhere. With the dramatic adoption of mobile computing, mobile Web browsing, and SMS text messaging, consumers no longer have to be tied to their PC to instantly access information for just about anything. Now dealers can now use all of their advertising venues to drive car buyers to mobile versions of their online presence, and there are new services that will launch their showrooms, and their vehicle inventory, into the mobile space. Suddenly, a dealer can make a print ad, direct mailer, or TV commercial ‘clickable,’ even without a computer.
0 comments:
Post a Comment