Most dealers recognize the value of their data base of past and present customers. Many even invest in automated marketing programs that rely on algorithms to target qualified customers and deliver equity alerts for vehicle exchange programs and properly timed service alerts based on factory recommended maintenance to improve customer retention and loyalty after the sale.
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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.
Automotive advertising agencies have adjusted to accommodate consumer preferences that have shifted from shopping at their local auto row in favor of a growing number of online options. The shift from conventional radio, T.V. and print media to digital advertising including websites, banner ads, S.E.O./S.E.M strategies and even email vs. direct mail has matured into even more consumer centric social media. Forward thinking auto dealers are joining other retail businesses that recognize that the shift from the real world to the virtual one online has just begun.
Automotive Advertising Agencies Using Social Marketing Rely On Past, Present And Future Vendor Solutions
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.
Automotive advertising agencies are once again being forced to adjust the products and services they provide to their auto dealer clients as consumers find friends on social networks that they trust more than the auto dealers that followed them online. Forward thinking agencies recognize that social marketing provides efficiencies in production and distribution to deliver more relevant and transparent messages for their dealer clients and they are embracing this new media. Unfortunately, more conventional agencies are having a hard time accepting their loss of control of the message and they risk becoming irrelevant in an increasingly consumer controlled market.
Social media eliminates 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.
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