More and more automakers and dealers are pulling their ad money out of traditional media and opting for the digital avenue. As said in recent US studies, automotive consumers are heavy users of online search when they shop for their vehicles. They’re looking for price information and local dealerships. And the automotive industry wants to benefit from this opportunity.
According to promotional marketers, online methods are gaining popularity overall. In a recent interview with eMarketer, Andrew Mitchell of Brandmovers said “We’re seeing a big shift away from advertising dollars to digital and interactive because they’re a lot more measurable and they can get real-time results and show their return on investment.”
In the US, manufacturers, dealer and after-market vendors will spend $2.6 billion on Internet advertising in 2007. And nearly half of that will be spent on search strategies that include ads and search engine enhancements.
The power of online advertising is found in its precision targeting. When you can reach the consumer with the right message when he or she is shopping for a vehicle, you create a solid lead that most often generates inquiry. Inexpensive, accurate and focused, online advertising works very hard and delivers results.
What you should do
- Make sure to reach Internet buyers with online media placement
- Get advice from online professionals to target the right consumers with the right message
- Evaluate your complete media mix with a tracking tool and get real time performance measures
- Redefine your budget according to your new ROI evaluation & lead generation objectives
Interested in further guidance? Please contact us.