Archive for the “DealerAppvantage” Category

Philip Zelinger, the host of the blog talk radio show – Lunch With Phil Discussing Automotive Advertising – is scheduled to review a new Social Marketing Initiative being introduced by Driving Loyalty in the second quarter of 2014.  The show will air on Monday, March 31st, 2014 at 12 Noon EST.

Driving Loyalty’s data base marketing platform relies on proprietary algorithms to deliver relevant transparent messages to qualified customers in an auto dealer’s data base using emails, direct mail, outbound phone calls and personalized websites for customers.  Alerts advise customers when they qualify to exchange their vehicle for a new or newer one for similar payments with little or no money down as well as service notifications based on recommended factory maintenance.

The Q2 Social Marketing initiative being introduced by Driving Loyalty will provide information on establishing a social marketing platform for dealer clients as well as content curation services.  The objective is to add social media as a communication channel to the existing messages already being delivered to the auto dealer’s customers by Driving Loyalty on a consistent basis.

Driving Loyalty will be providing a book of best practices in the use of Social Media as an electronic file and as a printed manual for their auto dealer clients.  In addition, they will be offering similar social marketing support services for their vendor partners through shared  online resources like Driving Loyalty Social and Social Marketing Solutions – Auto.

Several vendor partners will be benefitting from and supporting the Driving Loyalty Social Marketing initiative including:

CallRevu – a total call management system that establishes best practices in handling in-bound telephone calls at an auto dealership as well as providing real time alerts delivered to dealership personnel advising them of missed opportunities.

IntellaCar – an iPad based sales and marketing platform with a proprietary process that organizes feature/benefit presentations to match the customer’s individual preferences in selecting a new or newer vehicle

DealerAppVantage – a dealer branded mobile application offered to customers at delivery that sends service alerts as well as providing customer centric information to improve the customer’s ownership experience and increase customer retention for the dealer

OfferLogix – a data management platform that integrates with Driving Loyalty and other vendors which provides information needed to compute lease payments including residuals, money factors and relevant rebates, incentives.

Automotive advertising agencies have recognized the value of consumer generated content in Social Media vs. sales messages delivered by auto dealers through conventional radio, TV and print media as well as Internet or even direct digital media such as emails. Driving Loyalty is acting on behalf of their auto dealer clients by advising them to supplement their existing marketing platform with social marketing and networking.  The decision to share their social marketing platform with their vendor partners is an example of how social networking is able to leverage resources and relationships in B2B as well as B2C applications.

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Forward thinking automotive advertising agencies understand that most changes in the auto industry are driven by technology; however, all of them are powered by human nature.   The evolution from word of mouth referral systems relying on relationship based sales processes to today’s consumer driven social marketing messages can be traced to their  common element; people like to do business with people that they like.

Auto dealers are constantly looking for ways to maximize profits and consumers are equally focused on getting the best possible deal.  The key to satisfying all parties in a free marketplace is to focus on what both sides have in common and it isn’t short term profit or price.

The market has decided that the most efficient technology driven solutions are only effective if they also improve the customer experience.  This has become more evident in today’s internet driven marketplace as social media has empowered consumers to gather the information they need to make a buying or servicing decision without having to rely on their local auto dealer.

Auto industry vendors have focused on providing consumer centric processes to complement social marketing initiatives.   Their common agenda is to prioritize the needs of the customer before those of the dealer with the confidence that they are not mutually exclusive. Read the rest of this entry »

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Automotive advertising agencies and marketing consultants often leverage their resources to maximize the R.O.I. from their auto dealer client’s advertising investments.  Since social marketing is powered by customers sharing their experiences online throughout their shopping, buying and ownership cycle it is logical that advertising agencies should rely on this viral media.

Of equal value is that conventional advertising media only speaks to a small percentage of the market that is looking to purchase or service a vehicle at any given moment making their messages irrelevant to the majority of their audience.  To make matters worse, conventional marketing messages targeting in-market customers typically rely on urgent calls to action from a source that consumers don’t trust which further limits the response.

Social media eliminates these flaws in radio, TV, print and even digital media such as email and online marketing.  Auto dealers are able to participate in the ongoing discussion that is the market without having to time their message and since the primary source for the message is a trusted friend it will be better received and believed.

To better leverage the viral nature of social marketing auto dealers can also contribute to the discussions in various social networks on hosted Facebook and LinkedIn Pages as well as content distributed through Twitter and Google +.  The key difference is that urgent calls to action can be converted to less confrontational offers within relevant content distributed by the dealer in their blogs, posts, tweets and comments on friends’ messages.  Old school relationship based selling techniques to make friends before customers still apply. Read the rest of this entry »

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