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.
Store closures by large iconic retailers including Staples, Radio Shack, Best Buy, Circuit City, Linens and Things, Borders and Blockbuster are just the tip of the iceberg as consumers shop online for everything from electronics and books to large ticket items like homes, furniture and even automobiles. Profit challenged auto dealers have demanded more for less from their advertising agencies and retail operations as margins are reduced by today’s educated consumer with internet access to information that auto dealers no longer control.
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