Digital Marketing Dispatcher

transmitting reliable messages on everything digital

Just Like Mark Twain – Remarketing

Written By: VJ (a.k.a. Volker Jaeckel) - Sep• 07•12

It appears to me that Mark Twain was light years already ahead in regards to automotive digital marketing, when he stated “Find out where the people are going and get there first” – remarkable because Twain lived from 1835 – 1910, the first automobile was introduced to the masses in 1892 and Al Gore hadn’t invented the internet yet…

However Twain early on seemed to have had developed a common sense business acumen “to capture people’s interest in your story, product, your business and show them along the buying cycle, that you’ll be always there, on their side not leaving them out of sight – be already there when they (the consumers) arrive…

I believe we all can agree on the fact that the old purchase behavior and model has changed. From the prior rigid and linear path of offline marketing stimulus to a more circular online advertising stimulus – capturing buyer’s through metrics and their online behavior.

Similar to the old offline marketing and advertising approach, creating a lot of noise, occupying ad clutter exposure of e.g. Home Décor magazines of more of 60% advertising pages – the online world is experiencing a renaissance of this ad-noise, which I will compare to the virtual “Time Square” of online exposure. Instead having high raise buildings with neon boards and messages flashing up and down the strip some of the websites you are opening in your browsers are giving me the same feel – over exaggerating ad messages from all kind f businesses, display ads, tower displays, etc…it almost feels like that marketers and advertisers using the exactly same marketing strategies we have used for decades – this time only online, flashy, blinking and even more overkill.

Wouldn’t it make more sense to accommodate in today’s buyer world their needs, their online habits, their time on how the decide to research and buy – especially knowing so much more through our analytics websites and web traffic is revealing?

With an extensive research and a goal to create “smart advertising”, David Winter, VP of Business Intelligence at Cobalt asked his team of 70 “analytical geeks” and “introverted metric junkies” and to look at the online behavior of thousands of anonymous automotive shoppers across dealer, OEM and 3rd party websites.  What they found were numerous indicators that the linear shipping behavior “Stimulus – Negotiation – Purchase” of car shoppers is a thing of the past.

Today’s car buyer wants to buy and/or research on their time card and their leisure and not on the pushy approach too many marketers are still suggesting is working – like the so well know “email blast”, mailers and one-pager ads in Saturdays newspaper.

Like Twain said “….find out where people going….” – Winter’s research explored numerous different types of buyers. Three generic shopping personas in particular, the Modern Family, Miss Pop-culture and Mr. Contractor had one thing in common – while they never send an email lead to any of their dealerships, the research captured what inventory they were surfing, which VDP’s they were researching, which Hours and Directions pages they viewed as they planned a visit to the dealership.    If we only have this information, and not an email lead how do we “…find out where the people are going…”, or more importantly, guide them to come to our stores?

These insights emphasize the role Remarketing can play in your store’s marketing strategy. Thanks to a Remarketing tool (cookie), which were embedded inside the surfed websites and could relocate the three buyer types mentioned above during their daily online behavior, the dealership and the OEM marketing messages could be reapplied for exposure over and over again on all other 3rd party websites the consumers surfed and visited from there on.

The research and results indicated that when a Remarketing Cookie was applied and the message was brought to the consumers over and over again, the dealership had a chance again to re-win this consumer to sell a car or win the business. In our case of the 3 consumers…

  •  Miss Pop-Culture went back to the dealership she initially had visited and surfed their VDP over and over again after 30 days – ending up buying a car
  • Mr. Contractor ended up buying the brand and model he decided on from the get-go after 20+ days, and even so he did not cross-shop Makes, he shopped more than 20 different dealerships only then to go back to the “guys” who he had visited first and who were using smart advertising in form of remarketing.
  • The Modern Family showed exactly the same pattern than the other two above – the only mayor difference was that their purchase process ended up being more than 90 days. Understandable considering how a modern family functions today with all the errands like Mini League on Tuesday and Saturday, Sophie’s ballet on Wednesday, Girl’s night out for mom on Friday and so on…

With the age of remarketing your dealership will have the opportunity to be always first in row for all these shoppers researching your inventory and website. With this first virtual touch-point your chance are increasing dramatically to close a deal down the new purchase path. Your dealership name can and should be out there with any minute, showing your future customer’s “that you know where the people are going”, and you’ll be already there and waiting.

Posted in Digital Marketing, Trends and Studies | No Comments »

Facebook Timeline Cover Photo Set-Up – Guilty As Charged

Written By: VJ (a.k.a. Volker Jaeckel) - Mar• 16•12

Just a couple of weeks old, and already there have been some major hiccups with Facebook’s new Cover Photo option tailored for business to brand them even better than before. Two weeks remain until Facebook will switch all business pages into the new format.

So why do I bring up the Cover Photos “hiccup” now? Because I have seen it used by several dealership around the nation. Well, I am not certain if anybody has read the Page Guidelines of Facebook so far, and when “do you act accordingly to their new rules?”

Let’s dive in here. Below is are a couple of example, which from the design standpoint look great – but in the eyes of Facebook’s rules keeper are an absolute nightmare. The first screenshot is actually violating 3-out-of-4 rules in repetitive manner!

In Facebook’s Page Terms, section III pos. B are stating (quote):
Cover
All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines.

Covers may not include:
i. price or purchase information, such as “40% off” or “Download it on socialmusic.com”;
ii. contact information such as a website address, email, mailing address, or information that should go in your Page’s “About” section;
iii. references to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features; or
iv. calls to action, such as “Get it now” or “Tell your friends.”
So what is the problem with this cover here I discovered yesterday night?

Do not post call to action on Facebook Cover Photos

Violations:

  • “www.dealershipname.com” (twice)
  • “Like us on Facebook”
  • “Like our Page”
  • “Subscribe to our posts for the chance to win”

Here a second example, a little bit more toned down but still in violation. Would you have guessed that this is actually “not allowed”?!

Facebook's Timeline has great opportunities for businesses

Violations:

  • “send your friends for rewards”
  • “check in on your mobile device”

So as we can see, any attempt to “lure” a potential follower into a “call-to-action” is prohibited. All contact information you want to share is destined to be shown in the “About Us” section of the business page. Even so, at this time Facebook is being very generous with this kind of violation of “prime real estate” –but I can pretty much predict the cover photo section  rules and guidelines will be reinforced down the road.

An argument which can be made by Facebook: “When you want to show off what you can, will and do, then buy our advertising.” The new Premium Ads and the new Reach Generator including the Auto Intender will accomplish your promotional tasks, and keep in mind Facebook “Offers” – the one which is actually free to set up – will be soon available, too (only large business are currently considered for the test phase).

When you have any other great automotive Cover Photo examples I would like to hear about it. And in case you are still thinking about “what should I show” visit Starbucks, Coca-Cola or Ford Mustang’s page – you will get some inspiration – guaranteed.

Posted in Digital Marketing, Social Media , Cover Photo, Facebook Guidelines, Timeline, Violation of Advertising rules | No Comments »

Facebook’s Auto Intender – Goldmine or Landmine?

Written By: VJ (a.k.a. Volker Jaeckel) - Mar• 06•12

Facebooks-Auto-Intender-for-selective-targeted-f-commerceThe automotive industry is buzzing about Facebook’s new Auto Intender.  Even though the term “Auto Intender” is not new (KBB has been using this term in their ad-package for a while now) the targeting methodology is different.  Facebook has been long considered a great marketing and awareness tool for the automotive industry.

In fact the topic “AUTO” has, with 67%  of interacting Facebook users, one of the top-five leading “buzzes and product discussions” on Facebook as well as 33% of Social Network users seeking “buying advice on AUTO” according to the ROI Research and Performance study in 2011.  Still, the big question is: Will “Auto Intender” targeting capability help car dealers to:

a)      attract more “likes” to their business pages

b)      actually generate a call to action and will

c)      be able selling services and even cars via Facebook

FACTS ONE:

  • Facebook ad spend has grown 281%*
  • Facebook ad impressions did increase 200%*
  • CPC ratio at this time is lower than established PPC* [*source: Ignition One, Q2/2010 vs. Q2/2011]

Even the first two numbers are indicating Facebook ads could be the holy grail, the CPC ratio and conversion telling a totally different story.  Considering the revelation of the study below I truly can imagine that Facebook’s Zuckerberg and Co. had to stuck together their heads and to discuss “on what can make their social media ads more engaging?  The Internet Advertising Bureau study in August 2011 is revealing a very low conversion rate of Social Ads compared to PPC and Banner Ads.

Facebooks-Auto-Intender-Selection-can-help-sell-cars-with-Facebook-Ads

FACT TWO: Social Network Ads Lag Behind Other Formats

So the question the Facebook team must have asked themselves (hypothetically) “Why are our ads not getting clicked on?” even so…

  • Facebook reaches 70% of active Internet users [Nielsen, Q3/2011]
  • 8-out-of-10 users comment to brands on Facebook [Edison Research & Arbitron, 05/2011]
  • Facebook users spending an average of 7 hrs:46 min/month on the site [Nielsen, 08/2011]
  • Among Facebook users discussions’ around products the term “Auto” ranked with 67% in the Top-5

The old term “Precise Interest Targeting”, without Auto-Intender selection was not at all precise, and that may be the reason why the Facebook team added the “Broad Category Targeting”, now with the new Auto-Intender tool into the mix.   Facebook describes Broad Category targeting this way:

“Broad Category targeting allows you to reach groups of people who share similar interests and traits. These categories draw from the authentic information people have included in their profiles, allowing you to easily reach your ideal audience…”

The Auto Intender feature allows you to funnel down to Facebook users who somehow and somewhere shared in their profile and threads being in search for a new ride.  By initializing a test run with the “Broad Category Targeting” tool using my local zip code I was actually able to identify 4,400 possible suspects a.k.a. “Auto Intenders” with an estimated pay-per-click cost of $0.94.

Using the “old” Precise Interest Targeting method – and searching in Interests for “cars, automotive, car repair” – the search returned 36,300 “targets”. Still, in the old targeting, you have no way knowing the intention behind their keyword mentions (car shop enthusiasts versus car shoppers), and my pay-per-click cost would jump into the estimated $1.41 – and increase of 50% in spending !

So, is the Facebook Auto Intender better than the old “precise” targeting?

In my opinion, yes. Down the road, paired with consistency, creativity, and dedication to monitoring the impact of different ad designs and messages as well as patience, dealerships and marketing department involved in the operation have a great opportunity.  Long story short – If I were back in a dealership today I would certainly try this new “Auto-Intender” tool and see where it can bring me from exposure, brand awareness and possible call-to-action.  Do I expect it to sell for me cars – absolutely – but as we German always say “Good things will take time to flourish” – so will any endeavor with Facebook’s Auto-Intender.

HOW SHOULD I START?

The challenge will lay in the execution, measuring and creativity.  Because taste and design is always in the eye of the beholder I will suggest broadly to follow these principles, which always have worked for me

  • “A picture is worth a million” – use pictures in your ads you do not see everywhere else or have been already released by competitors.  Use high resolutions to make it look stunning and valuable
  • Narrow down 1-3 pictures and go with your favorite and run it as a test-ad.  Reinstate the test only this time use the pics 2 and following 3. Measure your engagement and keep track on the metrics
  • Refresh your ad images/ad every 10 to 12 days to avoid the so called ad fatigue.  Another rule of thumb is to exchange the ad (wording/pic), when the ad-impressions hit 3-times the size of the targeted audience
  • When picture generation is a challenge and you rather will work with artsy word banners – even in changing the background color will avoid ad fatigue
  • When looking at your metrics look into Facebook’s Responder Demographics reporting tool and adjust the filters accordingly.  The % of Impressions, % of Clickers and of course the CTR are the columns you want to pay attention to
  • When you notice specific gender and age brackets results in your CTR, showing one or two particular demographics sticking out – revamp your targeting strategy and focus on the best result bringing groups

LAST BUT NOT LEAST – TRICKS OF THE TRADE

  • By using questions in your ad copy you increase your chances of a higher CTR.
  • However – when it would not make sense to have a question – don’t use one!
  • Create Urgency – Time limits and prompts are still valid to emphasize in taking action –NOW!
  • America is the land of the FREE – and it is also the century of “Free” use these prompts like Promo, Trial, Complimentary, etc. in your ad copy!
  • The use of “he” or “she” in ads works somehow better than “I” and “You” – test it!

Happy marketing and of course selling!

Posted in Digital Marketing, Social Media, Trends and Studies , Broad Category Targeting, display advertising, F-commerce, Facebook Auto Intender, Precise Interest Targeting, Social commerce | No Comments »

What do I have in common with Charlie Sheen?

Written By: VJ (a.k.a. Volker Jaeckel) - Mar• 02•12

Well I can tell you right from the get-go;  not too much – even so we shared both one significant “thing” for one day.

No, it is not his ankle bracelet he had to wear during being on house arrest. One further huge difference between him and me – I am drinking Arizona Green Tea with Ginseng and Honey during Charlie is on the Tiger Blood trip. And, no I do not have three or more “goddesses” following me where ever I “float”…

The thing what we shared is a tiny, incredible, small, black, ideal for quick maneuver breaking “thing” – so called Cinquecento or for American tongues – The Fiat 500. As you can see in the video below, the Fiat 500 (in the video the Abarth model is runing circles in “his” mention) is promising fun and agility for those drivers who want to show that size does not always matter.

Thanks to the Rairdon Automotive Group and its Internet Director Jon Sherrell, I was able to obtain one of these small “rocket-ships” for a day and test-drove it throughout the Seattle area. I could learn how great this luxury equipped “town” car zipped and zapped around Seattle’s traffic jams and when you ever had the chance to travel during rush hour to the Emerald City – you know what I mean with zip and zap.

The car handled beautiful in the congested streets and when looking out for a parking spot to quickly stop and have a Cafe Latte from one of the around 90 Starbucks location – no problem. With a length of around 11.6 feet and a width of less than 65″ this “thing” fits just everywhere. During my ride on the Interstate 5 the Fiat 500c was very comfortable and due to the long wheelbase of 90.6″ you could almost feel no bumps down the road – even so it is typical for Seattle’s highways.

Fiat of Kirkland, who provided me with the 500c made sure that I had a real eye candy to take along. The Lounge edition came with a standard six-speed automatic transmission, Sirius Satellite radio and a Bose Sound system – which was incredible. Even so I rode this beauty an entire day the gas gauge almost did not  move – no surprise knowing by now that the Fiat is good for approximate 27mpg in the city and around 34mpg (automatic) on the highway.  The color combination was tasteful and pedestrians indeed stopped and looked after the black 4-cylinder “rocket” accentuated with a retractable red roof top – which allowed me actually here and there to soak up the sun around the Chambers Bay Golf Club and gave me 100% convertible feel.

All in all – it was a perfect 24hour test-drive with everything I was looking for: Fun, Agility, great gas mileage and the “celebrity factor” – knowing that people look at you (or was it the Fiat 500c?) – Thank you Jon Sherrell, thank you #1 Fiat dealer in the country - Fiat of Kirkland and the entire Rairdon Auto Group in Seattle to have made me feel like Charlie Sheen – at least for a day!

Posted in Reputation Management , Charlie Sheen Vidoe commercial, Fiat 500c, Fiat Abarth, Fiat-of-Kirkland, Jon Sherrell, Rairdon Auto Group | No Comments »

How Facebook’s Reach Generator is Guaranteeing More Fan Reach

Written By: VJ (a.k.a. Volker Jaeckel) - Feb• 29•12

The social media sphere, friends, followers and fans were sitting today on pins and needles – awaiting Facebook’s announcements on “What will be changing? What will be new for users and business?” when using this 800 million pound (users) Gorilla as primary form to stay connected and engaged with followers.

Exactly at 1.00PM Eastern Time Zone the Keynote speakers COO Sheryl Sandberg, VP of Product Christopher Cox, Director of Global Business Marketing Mike Hoefflinger and VP Business & Marketing Partnerchips announced the following major changes and enhancements to our beloved Facebook, targeting especially marketers for the new epic “F-Commerce”.

The three new marketers solutions are:

1.  PAGES – The Mission Control-Center For The Business On Facebook

Facebock is quoting “Your Facebook Page is now the richest, most customizable marketing canvas ever created and connects you with people in ways that matter to them.“

  • with features like Cover Photo and Page Timeline it will be easier to express your business’s (corporate) identity
  • you can now reach and engage your audience on the web as well as mobile
  • the way to respond to people will be quick and more personable
All Photo Credits: Facebook

2.  REACH GENERATOR – A Tool To Make Sure Your Stories Will Be Seen

Facebock is quoting “This “always on” packaged solution makes it easy for you to regularly reach and engage 75% of your fans with meaningful content from your Page. You focus on creating engaging content on your newly designed Page, while we ensure that your fans see the stories you are telling.“

 

3. PREMIUM PACKAGES – A MORE IMPACTFUL WAY TO DISTRIBUTE CONTENT ON FACEBOOK

Facebock is quoting “Be where the conversations are happening. Our latest premium package lets you engage and influence people in the most impactful places on Facebook: right-hand side homepage, news feed on desktop and mobile, and optionally on the log-out experience.”

  • next to connecting with fans and friends of fans you can now also target your audience
  • earn the best placement for your business
  • use the power of friends and featuring more appealing stories to friends of fans
Posted in Digital Marketing, Social Media , Facebook Auto Intender, facebook pages, facebook premium package, facebook reach generator, fMC | No Comments »

You Win! Why Adapting the 3 C’s – Content, Context & Creation will Succeed!

Written By: VJ (a.k.a. Volker Jaeckel) - Feb• 24•12

It hit me like a ton of bricks while reading about Coca Cola’s and Content Marketing Institute Guru Joe Pulizzi’s vision last month.- Pulizzi stated that “Coca-Cola is betting their farm on content creation.” Going forward, the soft drink giant will rest most of its strategic marketing vision on the principles of content marketing.

As I stated in my late 2011 article “Why Context is King – and not Content!” one thing is crystal clear in my view – companies are beginning to finally see the value in creating rich content, the kind which inspires more valuable context and interaction.

So, how will Coca Cola address this new approach dubbed “Content 2020?”

They came up with ten chapters of their Liquid Content vision, from which I took three topics and transferred them into my vision on how I would set them into action for my dealership(s).

VJ’s Chapter 1: MOVE FROM CREATIVE EXCELLENCE TO CONTENT EXCELLENCE

Creative Excellence:

I am sure you have heard and seen dealerships announcing their yearly scholarship award on Facebook or the local press. They select a student and highlight their achievements. The scholarship award is often a car, which will be given to the student for a certain time, photos are taken, maybe even some large advertising stickers are placed on the vehicle. The ceremony comes to an end – the student leaves the lot – the story is a wrap (End of the creative excellence).

Content Excellence:

Take it up a notch. To make this student/car story a liquid and linked content development story you may consider contracting this student – to write and report about her endeavor in the new ride. Let her take videos on how 17 or 18 people actually will fit in the Beetle; let her Foursquare about the spring break road trip and the gas she was saving with the Civic or how much she actually is in love with her new Yaris, which now carries the name “Puggle, which was found during a Facebook friends poll…

Similar to a shaken Coca Cola bottle  – this so-called liquid content will swap and spray all over, and a formerly stale story just became a more emotional and impacting life cycle story.

VJ’s Chapter 2: POSITIVELY IMPACT THE LIFE OF YOUR CONSUMERS

With its new marketing umbrella theme “live positively,” Coca Cola has found a way to outline stories on how their products will add significant value to people’s lives. The campaign reminds of the Volkswagen’s BlueMotion Roulette story, which took place in Norway and consisted of more than 40,000 participants (and NEW Facebook friends) placing bids on how far the Golf can drive with just one tank on diesel. The message was clear defined: save at the gas pump and perserve nature by lessening your impact on the environment. Because you could only guess once 160.000 consumers actually went to the VW Blue Motion site in a time span of two weeks, studied the technology and fuel consumption, calculated potential gas mileage and placed bids for a chance to win the BlueMotion Golf.

With this kind of 21st century scavenger hunt, the consumer took engagement with a brand in their own hands. 6,000 Facebook posts from eager spectators were answered by VW – incredible number considering Norway is a small country.

So can you as a dealer duplicate this kind of success?

Yes, you can – maybe not in form or the scale of tens of thousands ofinteractions, but certainly you can apply these same principles. Just consider the Drive for the Cure event hosted by the Bergstrom Automotive, Grand Chute, WI in August 2011. With a Facebook Fellowship of almost 6,000 fans, news coverage on Channel Fox11 and an active approach of Q&A on the social media front, the group was able to raise their donation goal of $50k.

During the event, followers were able to follow the event’s progress – seeing spikes of Facebook interaction of more than 60 conversations, 70 views on YouTube – not even considering the word-of-mouth action which took locally place at the dealership grounds.

Even after the event, people were still commenting on the success and the approach for volunteering the next event! I guess you can say that here were some “Bergstrom” brand evangelists created.So,do we think this business was “positively impacting the life of their consumers” and used a good portion of social engagement and the principles of liquid content? Yes! And I love this story!

VJ’S CHAPTER: USE THE 70/20/10 FORMULA FOR CREATIVE BRAVERY

Coca-Cola wants to encourage creativity and bravery inside their marketing operations and developed the formula 70/20/10 which reads

  • 70% of new content will be considered low risk content. Another name you can call it “bread and butter content.” This content should not take long to create and will weave into your entire content strategy
  • 20% is an extension of the bread and butter content which has worked so far well in the past – this time newly packed with wording and “content”
  • 10% of your content strategy will be new and totally hit on the meaning of creativity. It needs to revolve around your brand and totally new ideas, never done and/or used before.

The recipe will be successful when your new approach on content and context is continuously revamping new ideas and imagination and avoids recycling already portrayed ideas and themes from the past.So the proverb “No Risk – No Gain” seems to be the new approach on delivering genius content ideas spreading into a much wider context strategy down the road.

Please take also a look on how Coca Cola’s Joe Pulizzi had these videos for his Marketing team made, and to show them visual context of his brilliant ideas.

————————

Posted in Digital Marketing, Social Media , Bergstrom Auto Group, CMI, Coca-Cola, Content 2020, Content Marketing, context, Creative Excellence, Drive for the Cure, Joe Pulizzi, Liquid Content | 1 Comment »

Video: Online Digital Marketing by Year 2015

Written By: VJ (a.k.a. Volker Jaeckel) - Feb• 20•12

Already 64% of the North American population is shopping online – Searches are performed most likely on mobile devices short before a “BUY” takes place, inside a 10-20 miles radius of the businesses, which are considered by consumers “take a look what they can do for me”.

This video will give further an outlook what we can expect from Mobile and Digital Marketing by year 2015. So will the Mobile Internet population e.g.  grow to 788 million prior “just being” 14 million in 2010. Take a look of the predictions taking place in this video…

Posted in Digital Marketing, Geolocation, Mobile Marketing, SEO and SEM, Trends and Studies , 2015 Internet use, Digital Marketing, mobile marketing, Social Media. Smartphones | No Comments »

Can Gen-Y and the Use of Mobile Ads Boost Your Sales?

Written By: VJ (a.k.a. Volker Jaeckel) - Feb• 17•12

Provocative question but the studies shown here can explain why using a mobile advertising strategy in your digital marketing mix could be a valid Millenial strategy for your business.

In light of the 2011 Deloitte Generation Y Driving Study and the new study from InsightExpress on Gen Y and mobile advertising, – both manufacturers and dealers should be jumping out of their chairs, celebrating and getting creative.

As Deloitte has taught us, approximately 54% of Gen Yers will purchase a car in the next two years (they already make up 40% of the 2012 car-buying population in the U.S.). The task for marketers in the upcoming years will be, “How can we raise awareness more significantly for these Millenials?” The answer will be provided by the aforementioned InsightExpress study as well as the numbers below.

With an estimated rise of 106 million smartphone users this year, and approximately one billion of these smart devices in use by 2016, according to Forrester Research,mobile advertising will be one of the cornerstones in every marketer’s digital marketing strategy.

When questioning Millenials (ages  18-29) if they recall having seen any mobile ads on their phones, 69% of the men “do remember” the ads. I am curious why amore men were recalling the ads compared to less than half of the women. Ideas?!

The second question InsightExpress asked in their “Digital Consumer Portrait” survey scratched on the idea: “Okay folks, you remembered an ad – but did you enjoy this (these) ad(s)?”

Results  here are again eye-opening – Two out of five men actively enjoyed the mobile advertising, with even 20% saying the “liked it very much!”However, only 12% of  women were  “somewhat” enthused with mobile ads.

Male Millenials are recalling Mobile Ads better than Gen Y Females

Considering these two findings and the fact that mobile ad spending will be up 80% this year from 2011, translating into $2.61 billion mobile ad spending, it is now necessary to look into mobile advertising providers.

If I were in a dealership or dealer group right now and responsible for the businesses’s digital exposure, I would make sure that I target these particular marketing platforms to serve the upcoming consumer group – The Millenials – perfectly:

•Oneoutoffour Gen Yer’s like special offers from off-line retailers!* I’d make sure that my mobile banner and display ads or remarketing will reflect the offering as a “true special” for just mobile users” Uniqueness is what Gen Y appreciates!

•Nine outoften Gen Yer’s are considering opting-in to email requests*  in order to receive “email only” special offers

•85% of Gen Yer’s are watching online videos monthly* – why not having your mobile ad land on a  “take a first glimpse of the new and hot XYZ video” designated campaign landing page with email opt-in form for further receiving “new and exclusive updates?”

[*ExactTarget/Pew Research Study/Morpace Omnibus Report]

You see the pattern – newness, exclusivity, uniqueness, assorted specials are the keywords for Millenials to trigger an action. Yes, you won’t convince every Millenial to join your “forces,” but you can’t afford to disregard these trends. Start now in being ready when “they” are ready!

Posted in Digital Marketing, Mobile Marketing, Trends and Studies , Deloitte, Gen-Y, InsightExpress, Millenials, Mobile advertising | No Comments »
12345>>
SEO Powered by Platinum SEO from Techblissonline

Videos, Slideshows and Podcasts by Cincopa Wordpress Plugin

Get Adobe Flash player