Sunday, July 13, 2008 / 6:15 PM (EST) / Eye-Catching Marketing Innovations from the Automotive Industry. Are they working?

Web advertising can easily be coordinated with other forms of IMC promotions due to its deliverability, flexibility and inexpensive cost. In fact, the very purpose of IMC is to tie in Web sites with other company promotional communications in a way that’s attractive, easy to navigate and functional (Perez, 2008). The automotive industry has been quick to react to this trend based on the increasing number of consumers going online to shop for vehicles.

Pete Batten, author of “Key innovations from the world of auto marketing” for Imedia Connection states, “As you would expect, today's biggest trends in the automotive industry all revolve around e-commerce. As more consumers head online to research and shop for vehicles, vehicle sellers and marketers have to provide the websites, electronic tools and online information consumers want and need. Yet, they are also challenged to attract and retain in-market auto shoppers to their online turf, especially during a weak – and therefore highly competitive – economy. This calls for innovation in areas such as campaigns, eye-catching visuals and clever SEO tactics” (Batten, 2008).

Batten outlines five innovative tactics using New Media too connect with customers. The first is Mobile Marketing where dealerships are using e-coupons delivered via text messaging through cell phones. The second innovative New Media tactics involves the creative use of deploying Internet videos to prime sales calls through MyDealerBroadcast. The third tactic involves Web services. According to Batten, “Web services allow companies to focus on core competency – how the application manipulates and enhances data for the best consumer experience – rather than structuring, warehousing and updating the source data.” The fourth technique utilizes SEO to generate leads for dealerships. Companies like eBizAutos and NowMarketPlace.com have been significant contributors in helping dealerships generate leads using this process. The final tactic involves Vertical ad networks. Batten describes this process using General Motors as an example. Batten states, “General Motors, for example, recently began offering its dealers a comprehensive digital marketing package for free. Designed to drive more in-market shoppers to GM dealership websites, the program will enable GM to better coordinate its national advertising message with its dealers' local advertising for consistent messaging that grabs casual shoppers, as well as sophisticated, brand-savvy shoppers.”

For a detailed description of how the Mobile Messaging campaign works, Check this video from iDIGtxt Mobile Marketing Solutions.



Once again, thanks for joining me this week and as always, I welcome your feedback or comments. Please feel free to visit me online at http://segment-specific-media.blogspot.com/

~Dan

References:

Batten, P. (2008). Key innovations from the world of auto marketing” for imedia connection states – Imedia Connection retrieved July 13, 2008 from http://www.imediaconnection.com/content/19405.asp


Perez, H. (2008). Lesson 8: Creative Considerations in Emerging Media. IMC 619 New Media – West Virginia University retrieved July 6, 2008 from https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct