Automotive Advertising Agencies Begrudgingly Shift To Social Marketing
Philip Zelinger, the President of Ad Agency Online, L.L.C. and host of the free automotive advertising resource portal AdAgencyOnline.Net will share best practices provided by next generation technology driven vendors.
Automotive advertising agencies must constantly reinvent themselves to keep up with consumer preferences. When customers discovered the internet automotive advertising agencies were forced to follow them online. New tools like web sites, conversion applications to capture customer information, banner ads and S.E.O./S.E.M. strategies were developed to replace radio, T.V., and print production services.
The result was reduced profit margins for advertising agencies who sacrificed these lucrative products and services in favor of more cost effective online marketing tools to improve the R.O.I. for their auto dealer clients. More importantly, they improved the customer experience for the ultimate boss – the consumer. Customers enjoyed their newfound power to find relevant information in this more transparent media and social media was the next logical progression.
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.
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