Tag Archives: Auto Industry Suppliers

How To Keep Your VDPs In Sight, In Mind… All The Time – Automotive Marketing

How To Keep Your VDPs In Sight, In Mind… All The Time

How To Keep Your VDPs In Sight, In Mind… All The Time

Shaun Kehrberg by Shaun Kehrberg, Product Marketing Manager, Digital Advertising
Impact of Automotive Digital Advertising on VDP Views VDP views are all the rage. At Cobalt, we traditionally see up to a 30% bump in VDP views when we turn on a VIN-specific digital advertising campaign for a dealer. So what’s the key to luring those potential customers back to your website and increasing their engagement with your VDPs?

The answer is Dynamic Inventory Merchandising. This advanced advertising strategy  provides seamless integration between a dealer’s inventory and their digital advertising campaigns, automatically generating campaigns based on the inventory on your lot. Dealers can utilize Dynamic Inventory Merchandising to help increase VDP views and overall online engagement with your VINs.

The following is Part I in a series on how, highlighting a technique that some have called the MVP of your dealership’s advertising strategy— dynamic inventory retargeting.

Dynamic Inventory Retargeting

We know you’re already familiar with retargeting – display ads that keep your dealership present even after car shoppers have left your website. But today we can take these ads one step further by utilizing advanced retargeting techniques. Dealers can now easily incorporate dynamic, scrolling images of live inventory in their ads to follow their potential customers around the Internet.

For example, imagine a shopper who spends the majority of their time on your website looking at used vehicles. Shouldn’t the retargeting ads that “follow them” be specifically tailored to their unique shopping experience? In other words, if a shopper was looking at a used Honda Accord, the retargeting ad should feature that EXACT Accord (as long as it’s still on the lot). If that vehicle sells, the next ad served to the shopper will dynamically adjust to feature a similar make/model.

Dynamic Inventory Retargeting

In addition, dealers can target customers with ads featuring a unique look and feel or special offers and pricing based on whether they are shopping for Certified Pre-Owned (CPO) or regular used vehicles. The same functionality can also be easily applied to New Vehicle and Service & Parts campaigns – allowing a dealer to reach every website visitor with a dynamic banner ad specifically tailored to her unique shopping experience.

What does this mean for dealers?

This type of advertising is a game-changer because it allows dealers to supplement their generic brand retargeting with hyper-precise retargeting down to the model and even the very VIN a customer viewed. A click on a vehicle image within these dynamic ads takes the shopper directly to the Vehicle Details Page. And as we already know, more VDP views means more cars sold.

There’s a new kid on the retargeting block and branded retargeting ads are now only part of the automotive remarketing equation.

As Brian Pasch, President of PCG Consulting, highlighted in a recent article, dynamic inventory retargeting ads “give dealers a dynamic edge” and have emerged as a uniquely efficient means of showcasing your inventory online and driving highly targeted traffic back to your VDPs.

In Part II, we’ll look at another technique you can inject into your digital advertisings strategy that can help you drive more traffic to your VDPs— Dynamic Paid Search Advertising.

Have you experimented with dynamic inventory retargeting and measured the results? Are you sold on this new metric for measuring your ability to attract online shoppers and sell to them— VDP views? What other metrics do you value most when predicting a success event on your site?

Shaun Kehrberg

About the Author

Shaun Kehrberg is the Product Marketing Manager, Digital Advertising at Cobalt. He is focused on helping dealers understand the power of today’s advertising technology and the collective value of the Cobalt digital marketing experience. Shaun can be reached at 206.219.8203 or kehrbers@cobalt.com.

via Automotive Digital Marketing Professional Community.

Selling and Marketing Brand X – Automotive Digital Marketing Professional Community

Selling and Marketing Brand X – Automotive Digital Marketing Professional Community

When you are selling and marketing a brand x product, there are many
challenges that you face. These challenges range from questions on
product reliability to a lack of brand recognition.

One of the first things that I would handle is product reliability.
This comes from the product development and engineering side of your
business. The product has to be developed and tested to insure that it
works properly. Nothing will destroy your credibility like under
delivering on promises that you make about your product.

In terms of addressing questions on product reliability, I would
offer a free trial of your product to both the end users and industry
experts. If your product delivers on its promises you should be able to
earn testimonials and endorsements. This will not only address product
reliability but will also go a long way toward creating brand
recognition for your product. Remember one of the most important things
that a brand can cultivate in its customers is trust and advocacy. It is
your job as a brand to turn your customer base into advocates.

In terms of building brand recognition, I would create a story for
your product. This story should demonstrate how the product helped to
solve a problem. As I said earlier, using testimonials from industry
experts and end users alike will help build trust and get people to take
that first step to try your product. One of the most valuable marketing
tools is�word of mouth.
Social Media channels such as blogs,�Facebook,�LinkedIn,
Twitter,�Google,�YouTube,�Pinterest�and others help to spread your
products story to the masses. I would also have a company website that
integrates all of these channels. Exhibiting at industry�trade shows�and
conferences is also a great way to get the word out about your product.

I was an outside sales rep in the dental industry with an equipment
distribution company. Many of the product lines that I carried were not
name brand. In the beginning many people I called on were reluctant to
try products that they did not know. They would waver and say things
like “I don’t know, I have never heard of this product”. After assuring
the customer that it was reliable and comparable to their name brand
product; I took on the role of brand ambassador by convincing customers
to try just one or two items. After these customers tried the product,
they switched from a name brand product to my off brand product! I
turned skeptics into believers. I was able to use these customers to
tell the story about the off brand product through testimonials and
referrals.

I had an impact at the distributor level. For a really big impact,
all of this needs to be done by the manufacturer. Product development,
engineering, Sales and Marketing teams needs to work together to make
sure that the product launch and market adoption take place. If you work
with distributors you need to provide them with support to help them
succeed.

This is how to sell and market a brand x product.

via Selling and Marketing Brand X – Automotive Digital Marketing Professional Community.

5 Tips To Grow Your Business by Grant Cardone – Automotive Digital Marketing Professional Community

5 Tips To Grow Your Business by Grant Cardone

Whether you are a salesperson in a car dealership, a supplier to the auto industry or consultant, Grant’s guidance is relevant and key to your success and ongoing survival.  This video is definitely a recommended “watch” and a great use of 3 minutes and 19 seconds of your mental focus and attention!

via Automotive Digital Marketing Professional Community.

Google: Your listing on Google Places will soon be updated – Unless you take specific actions, or advertise on Google Adwords

Google: Your listing on Google Places will soon be updated – Unless you take specific actions, or advertise on Google Adwords

You may prevent any of these changes from being made on your Place page and listing by selecting “Edit”, and then pressing the “Submit” button to confirm the correct information about your business.

If you submit data to Google via a feed, please ensure that the data in your feed is accurate and current. Note that you must update listing data in your feed to prevent changes from being made to the above listings.

Note that if you are an AdWords or AdWords Express customer, your ads will be unaffected by this change and will continue to display the listing information you have provided in Google Places. To manage your online advertisements, please sign into Google Places or Google AdWords.

via Automotive Digital Marketing Professional Community.

Bankruptcy Good for Auto Industry per TrueCar’s Scott Painter – Automotive Marketing

Bankruptcy Good for Auto Industry – TrueCar’s Scott Painter 

Many thanks to Rob Fontano for the YouTube link to Scott Painter’s interview by Bimbo, er, Bambi Francisco (me bad).  I am sorry, Bambi, but when you try to add color commentary about the auto industry, as if you know something about it, you sound like an idiot.  Now, I am certain Bambi has never sold cars for a living, but HAS SHE EVER ACTUALLY PURCHASED A VEHICLE?

Because, her inane commentary indicate complete auto industry ignorance at a level that makes her unqualified to interview somebody like Scott Painter.

via  Automotive Digital Marketing Professional Community.

For Those of Us Not on ADM…. Automotive Marketing

For Those of Us Not on ADM…. SMH

70% of Americans are online daily, checking emails, facebook, google,etc. Google alone gets over 91 million searches daily. According to QVC.com, QVC expects that 50% of its sales will come from the internet by 2014. Facebook has over 320 million users. Understand that 70% of Americans online includes 70% of your previous customer, 70% of your future or potential customers and 70% of your service customers. Also,your sales force, your family, everyone and this number is growing. Go to where your customers are. I see no downside to branding yourself online. It’s cheaper than traditional advertising and it’s 100% trackable. Marketing ideas can be implemented instantly, measured and changed with a click of the mouse.

via Automotive Digital Marketing Professional Community.

Digital Advertising: Math Plus Magic is the Future – Automotive Marketing

Digital Advertising: Math Plus Magic is the Future

Math and magic are essentially polar opposites, but share two similarities. The first is that they are both a much more hands-on approach to digital media. With magic, that means creating new experiences. With math it means managing programs on a daily basis, constantly evolving and improving. The second similarity is that math and magic are both underdeveloped skillsets in the industry. They were nice to haves in the past; it was enough to have a handful of people who had these talents. But from here on out, they’re the two skills that matter most.  Click the link provided to read the article…

via Automotive Digital Marketing Professional Community.

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