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If you’re like many dealers, you’ve increased your digital marketing spend over the past few years. These numbers show that dealers are investing more and more into their digital marketing budgets each year, and rightfully so– consumers are devoting more and more time to researching automotive purchases online than ever before. A solid digital marketing strategy isn’t just one that drives traffic to your website or boosts your social presence. Online video, whether on your own dealership site or on a branded YouTube channel, also fits into this category. Earned media, in terms of digital marketing, takes the form of social media mentions and shares, online reviews and even links back to your website gained through your SEO strategy. Even without complete control, you can still ensure that you’re making the most of earned digital media by encouraging your loyal and satisfied customers to write online reviews, or by maintaining a social media presence that encourages engagement and social sharing. The paid search ads, display ads and video ads you create can reflect your brand and promote precisely what you choose, be it a vehicle, an incentive or a selling point of your dealership.
A digital marketing strategy for your dealership that neglects one or more of these types of media isn’t effectively capturing the attention of all potential customers in your market.
The key to implementing and maintaining a full-service digital marketing strategy is to choose a full-service digital marketing firm. All the elements of a comprehensive strategy work together to effectively capture leads, drive traffic and boost conversions.
A successful full-service digital marketing agency will understand all profit centers of a dealership, from sales to service to parts to accessories.
Your full-service digital team will work to leverage your owned, earned and paid media where they come together, utilizing a comprehensive overall strategy to help all aspects of your business thrive. Force Marketing provides the full complement of automotive direct mail and digital marketing services for a vast array of clients spanning North America. Christina Boyle on KODAK HIRES LAW FIRM FOR RESTRUCTURING ADVICE, IS THE END NEAR FOR THIS 131-YEAR OLD COMPANY, OR IS BANKRUPTCY NEXT? Growing faster than some experts expected, Google’s display advertising business is on pace to surpass Facebook’s by next year, according to eMarketer. At the same time, eMarketer revised its figures for Facebook downward slightly after the company’s S-1 filling revealed a slower-than-expected growth rate for 2011, particularly in the fourth quarter. Sure to worry some marketers, Google and Facebook are pulling away from other contenders in the display advertising business. In spite of its humongous lead in ad impressions, social media only represents 15% of total advertising spending.
Facebook believes that the solution to its anemic ad revenue growth is to throw more ads at users, so it is coming out with in-stream ads and more social premium display ads. The data also shows that Facebook users consider their Facebook page a very private social space and the majority consider ads very invasive and interrupt the enjoyment of the Facebook experience. In its recent IPO filing, Facebook claimed that 430 million users now access Facebook through a mobile device, but admitted that it has been left behind the competition when it comes to mobile advertising. In a blog post dated December 5, 2011, I reported that Facebook had acquired Gowalla, a location-based social network check-in service. In order to justify its humongous post-IPO market valuation of $100 billion, Facebook must be able to squeeze $4.61 per user by the end of 2012, if not sooner. Google is rapidly adopting the Apple business model, slowly transitioning towards hardware by acquiring Motorola Mobile to give it a foothold in mobile phones. As a final step before posting your comment, enter the letters and numbers you see in the image below. Global digital advertising spending broke $100 billion for the first time, according to eMarketer, which predicts the business will grow another 15.1% this year. Not surprisingly, eMarketer found that the biggest growth is happening outside of so-called mature markets.

To better understand how this trend has grown, look at how Americans spend time across various media platforms.
To take advantage of online advertising’s strengths, here are five suggestions for marketers. Given that traditional print media outlets have been challenged to find ways to expand their reach and revenue streams, what’s surprising is that it took so long for online advertising to claim a large chunk of the typical company’s marketing budget. Tags Advertising, eMarketer, newspaper advertising, Online Advertising, Social Media Advertising. Couldn't make it to Social Media Marketing World 2016?Get all the sessions with the SMMW16 Virtual Pass. The Actionable Marketing Guide participates in the following affiliate marketing programs to bring you great products and services. Sales in the Middle East and Africa will increase more quickly this year than in Asia-Pacific, but from a significantly smaller base. Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Internet Marketing Blog or to eStrategy TV. David Erickson, VP of Online Marketing at Minneapolis Public Relations firm, Karwoski & Courage.
What many have not yet realized or embraced is the importance of comprehensive, full-service digital marketing. Your website, including all written content, incentives, web banners and more, is the destination– all your digital marketing efforts drive customers here, where they can either make a conversion, or gain the information they need in order to visit your showroom. You and your digital marketing company can work together to develop a voice for your site content and a branding strategy that’s reflected in everything you create. Video usage is on the rise, with 84 percent of video researchers reporting that they plan to watch auto videos the next time they shop for a car, according to a study by Google. Think of how many car-shoppers have visited your dealership because of the recommendation of a friend or family member.
Paid media is beneficial, and even necessary, to your overall digital strategy because you can control the message you’re delivering as well as the delivery method.
They can drive traffic to the properties you own, like your website, and can be adapted to suit your needs. But now that you know that, how do you ensure that you’re making the most of these channels and putting forth a strong, solid strategy? Your paid search strategy and your organic strategy must be aligned because once you understand what users are searching for, you can increase the effectiveness of each. An effective strategy will take each of these into consideration in order to create campaigns that target the right consumers with the right services. That strategy has to incorporate all of the different channels within digital, which work together to help your dealership dominate the competition. Maybe it’s time to find a full-service digital marketing firm that can streamline your strategy and get effective, efficient results. Thanks to our years of auto industry experience and wide range of marketing expertise, we know exactly how to maximize your ROI. The slowing growth rate appears to be a natural consequence of the maturation of the industry — the larger it gets, the harder it is to grow.
Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe. In 2010 revenue from online advertising pushed ahead of newspaper advertising, print and online combined according to a recent report from eMarketer.
Bear in mind that the change in the number, size and utility of computers, smart phones, e-readers, iPads, gaming devices, etc.
This refers to the ability to concurrently be engaged on multiple media formats at the same time.

While newspapers historically have been the media you read while commuting, increasingly smart phones, e-readers and iPads have allowed online media consumption on the go.
Online media can be delivered to a wide variety of offerings allowing readers to determine how, when and where they want to consume your content.
Online advertising can potentially be adapted to a broad range of different types of media. Since online advertising doesn’t have the same level of reach as offline television, how can you use different media options to reach your market effectively? Consider whether you want to use behavioral targeted or specialized media or other tailored options.
Remember that special options like social media advertising require a special approach so that you don’t piss off your prospects. Asia-Pacific already accounts for nearly a third of all B2C ecommerce sales in the world, a share of the total just below North America’s. One that reaches all your current and potential customers with a consistent, strong message. Developing automotive videos that reflect your brand can deliver your message to shoppers the way that they want to consume it. Earned media works in a manner similar to word-of-mouth, and can bolster your brand and lead to greater showroom traffic. If you have a special sales event you’d like to heavily promote, for instance, paid media can help you do that.
Too often, the different companies can’t, won’t or simply don’t communicate with one another. Your social media strategy must work in tandem with your website so that you’re delivering a consistent message across both channels. While figures for the entire ad industry's growth in 2012 aren't in yet, Magna Global last June predicted that the ad business would expand 4.8% worldwide in 2012.
While eMarketer doesn't break down ad spending by region, IAB last year estimated that the digital ad spend in the U.S. The implications for newspapers and other print media formats like magazines are significant. Among the alternatives are text ads, banner ads, sponsorships online video, email marketing, social media and others. It can drive a wide range of different actions including branding, product research, engagement and other social actions. Next year, Asia-Pacific will lead all regions in share of the worldwide total spent online. Read the rest at eMarketer. Your message or brand can become diluted, and key pieces of your plan can get lost in the shuffle.
On the whole, dealers will benefit from a multi-channel strategy within the digital realm because none of the channels that comprise digital marketing are entirely independent. Lower advertising revenues for print publications are particularly painful because of the high fixed cost that they incorporated into their business model in the good times. Marketers have to be aware of how media consumption is evolving and the impact this has on their optimal advertising media mix.

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