The role of automotive Marketing agencies is changing along with the automobile industry they serve. It is necessary for automotive advertising agencies to educate themselves and their automobile dealer clients about their changing roles in a consolidating auto industry that is shifting onto the Internet Super Highway vs. local automobile rows. Problems and solution Shared at real world places in the automobile industry are having an effect and the slow change to the new pull/push world of this consumer driven Web is becoming more evident. Similarly, an increasing number of online social networking communities are also all helping to spread the word and their timing could not be better.
The only constant in the automobile industry is change. Obviously human nature is also a universal constant, but because that is the fuel that powers most change in the automobile industry it has to be factored in and considered by automotive advertising agencies that can now look to customers for the answers. Radio, T.V. and Papers are no longer the media of choice for today’s Internet savvy customers. B2C messages online are filtered out in favor of C2C discussions in social networking communities which currently dot the landscape on the World Wide Web. Automotive advertising agencies need to reinvent themselves as the source that automobile dealers rely on to navigate them on the Internet Super Highway since that is where their clients are.
Keeping ahead of new Technologies and applications that incorporate selling procedures between the real and the virtual universe showrooms and integrating auto traders into the conversations that comprise the internet marketplace has to be job one for automotive advertising agencies who would like to serve their automobile dealer clients in today’s challenging car market. Radio, T.V. and printing production has a shrinking part within an automotive advertising agency’s tool box and leveraged online production tools will remove them altogether in the not too distant future.
Likewise agency commissions earned from traditional media analysis and positioning are being absorbed into the media suppliers as value added services for their car dealer advertisers. At exactly the exact same time, automotive advertising budgets are being changed to online digital marketing platforms with more verifiable sourced R.O.I. that is far superior to traditional media. The writing is on the virtual wall and automotive advertising agencies must read it, write it or take their decreasing value in tomorrow’s automobile market. The World Wide Web has empowered customers to skip auto dealers and even their strategically placed marketing message in favor of online information resources which are not determined by automotive advertising agencies or automobile dealers for their content. Originally, third party aggregators captured online car shoppers trying to prevent virtual and real world automobile dealerships by collecting inventory from hundreds of auto dealers anxious to receive their inventory facing now buyers for pre-owned and new vehicles.