The world wide web has substituted car row as the place to shop for a vehicle. The consolidation of brick and mortar facilities may have been accelerated by a shrinking cheaper and government dictates; however, the writing has been on the virtual wall for some time. Technology has always served as the catalyst for change and the Internet has proven to be the platform to introduce the next evolution of the auto industry.
The world wide web has matured as an efficient data reserved supply to replace the real world auto dealership as the place of selection for car shoppers to secure the data they need to go for a vehicle and a dealership -- in that order! Internet based group networking is the virtual version of a chamber of Commerce, the Rotary Club, community Event, Fraternity, etc., connected together by a technology that serves as a central transportation and distribution tool.
Variable Frequency Drive Basics
The importance of connection based selling in the real world is supported in every sales training manual based on the observation that people like to do firm with people that they like. The logic to Sell yourself, sell the dealership, sell the vehicle and then by comparison the price is an appropriate wisdom that is based on the one constant that has survived in both the real world and the world wide web -- Human Nature! Internet based group networks laid out an online community of like-minded consumers who have a strong influence on their online friends. Auto dealers must spend and involve in these online communities as people not as an auto dealer.
They must prioritize the interests of their new online friends before, while and after their buying cycle to earn their trust and observation when they have a need for a new vehicle or to aid their present one. After all, what are friends for!
Once a need has surfaced it is primary that the transition from casual conversations to focused selling processes is transparent and broad to move the consumer seamlessly straight through their online shopping experience. Technology can recite the data needed by both the consumer and the dealer to move send into a transaction. However, the processes must build on the personality and connection built on the group networking site that surfaced the opportunity. The unique differentiator between the dealers down the road selling the same goods is not the price, but the people that started the dialogue built on an earned connection and trust.
Viral marketing is a natural postponement of group networking that distributes a message in such a way that it will be forwarded by the recipient in a geometric progression enhanced by its valued content, unique creative, attractive yield or some ability that will motivate the first consumer to share it with their spheres of influence. The exponential increase of this type of online distribution channel affords an extremely cost efficient media to distribute the first message to a diverse audience that may or may not be interested in the content, but even a small division of conversions laid out a first-rate short term and quantifiable R.O.I. To conventional marketing media. The buzz created by the extended online community also develops long term branding recognition that enhances the reach and frequency of the message with less measurable results but similar value in developing top of the mind awareness for future customers.
By extension, group media as it is applied for the purpose of marketing for the retail auto commerce is a channel for distribution of both viral and targeted marketing messages straight through controlled blogging forums as well as expanded spheres of influence straight through online communities such as Twitter, Face book, LinkedIn, Naymz, YouTube, etc.
These online group networking communities have unique profiles that attract distinct types of users. Twitter and Face book, for example, are more universal and personal in nature while Naymz and LinkedIn are more professional and focused on firm to firm networking with YouTube using video to express the message. These online communities will be part of your extended group media channel, however, more specialized networks targeted to the auto commerce should be the core channels based on their applicable content, audience and connected links.
It should also be noted that modern store studies confirm that the efficiency defined by Twitter - in that they limit their postings to 140 words - has served to differentiate them from other sites with a first-rate increase curve to prove it. Conversion rates from Twitter users who access online banner ads or similar market messages are twice those of group networkers who do not have Twitter in their online profiles. The revelation is that many online networkers are overwhelmed by the fragmented online communities that they participate in and dinky time requires them to seek out more efficient ways to administrate their online and real world lives.
New platforms that link these diverse online communities into one central access point now exist that supply efficiencies beyond those in case,granted by any singular site. Power.Com -- for example -- functions as a layer or home page that represents this one stop group networking site philosophy. Newly advanced marketing platforms serving the auto industry, like ronsmap.com, incorporate group media with their vehicle listings with localized crusade engine functions -- think Google Local! ronsmap is a game changing online car buying/selling site for both consumers and dealers that makes car buying fast, comprehensive, transparent and live. Their ownership technology gives customers unparalleled buying and negotiating power over the car buying/selling processes including the opportunity to accommodate For Sale By Owner listings. It provides auto dealers with unprecedented levels of sales brain on consumer leads and it enables automotive advertising agencies to promote and engage consumers via group networks.
The ability to offer both B2B and B2C marketing messages supported by relevant group networking forums is an efficient mixture of firm and satisfaction that will attract today's time challenged consumers. Of course, firm opportunities must be subordinate to providing relevancy and attractive content to the end users -- the car shoppers -- however, the convenience of providing a locally targeted inner circle of connected real world friends straight through an online transportation tool is an example of the leveraged and efficient resources that are emerging on the Internet. Marketing to consumers in group networking communities requires resources, tools and skill sets to compliment and supplement auto dealers existing online selling efforts and ronsmap provides all of these elements in a cost efficient scalable manner while delivering store brain that enables the auto dealer to maximize their conversion rates and preserve gross profit in their online negotiations.
Finally, many dealers have learned the value of integrating customer generated content onto their websites straight through blogging forums and other methods to present past and present customer experiences to inherent future customers. These dealer sponsored group networking platforms are often imagine and dealers tend to filter negative comments on their own site which limits participation by customers and adversely impacts the belief of visitors in the value of the content. A more proven platform has been for auto dealers to preserve third party micro-sites that length the dealer from the online community. The site can then improve on the messages it presents to include issues of interest to inherent customers. Links to community organizations and connected data resources supported by the dealer do not wish a sales message, which would likely alienate the online community. The value of developing relationships with the site visitors on the common ground of your shared preserve for the activities coordinated on the site will plant the seed that will grow when they are looking for a friend in the car business.
The schedule of participants in group media and group networking does not include market messages as it is primarily an online platform to build relationships and share information. On the contrary, any market abuse of a group media site will alienate users and originate negative backlash. That said, as previously stated, human nature has survived from the real world to the virtual world and people still prefer to do firm with friends -- real or virtual. As long as the sales message is secondary to providing valued content or is located in the context of a connection focused community with shared interests then the ability to invent sales is both measurable and assured.
Viral marketing and group media have cost advantages over conventional media -- including radio, Tv, print, direct mail, etc. -- as well as online investments in crusade engine marketing, (Sem) -- such as pay per click and banner advertisements -- since there is no direct costs.
They are similar in their R.O.I. And value to Internet based crusade engine optimization, (Seo), with comparable indirect costs in that they are labor intensive. However, properly leveraged reciprocal links and self-acting content in case,granted by Rss feeds from connected online sources can be integrated to sacrifice the labor for both content and distribution improving the R.O.I. Even after the cost of labor is considered.
An additional unique value of group media is the expanding importance of relevancy and consumer generated content in consumer preference in their selection of sites as a reserved supply for information. Improvement in conversion and bounce rates, time on page and a number of other site analytics can be directly attributed to improved relevancy and consumer content -- as is in case,granted by group media when properly integrated with a website.
More significantly, is the resulting impact it is having on crusade engines such as Google in adjusting the algorithms that invent both page rankings and even costs connected with their pay per click programs. Also, the constantly changing messages in case,granted by user generated content on the posting site improves its Seo. The importance of relevancy has been firmly established by both consumers and the crusade engines insuring that its impact on Internet use will increase as should your focus on it.
A less sure but equally valued aspect of the use of group media to expand your marketing plans is the evolution of the use of the Internet by consumers to be more of a pull/push media vs. The old world marketing logic of push/pull. The Internet has allowed consumers the leisure to secure data from a variety of online resources to avoid the sales hype and self serving messages used by advertisers in other media.
The recognized preference for consumers to rely on referrals and shared personal experiences from third party sources and "friends" has been enhanced by the Internet and, more specifically, group media which has been shown to supply a stronger influence on consumers than both conventional and other methods of Internet based marketing efforts. Leveraged resources in the auto commerce group networking arena supply consumers, auto dealers and vendors with the inside story on the auto industry. These site offer shared content by direct and indirect links with other established group media networks as well as specialized auto commerce networking communities in consumer/dealer/consultant/vendor facing forums.
It is prominent to note that the messages and even the portals themselves are established as open forums with minimum self serving or obviously market elements. Of course, the basic purpose of many of these sites is to enhance the Seo and relevancy of the auto dealer participants and all of the contributing members. However, group media rely on connection based communications. If a site is perceived by consumers as being self serving or market it will be shunned by consumers.
The ask by consumers for transparency on an auto dealer's website is coupled with the auto dealer's need to change these virtual customers to real world selling opportunities for vehicle sales and service. The following online processes are designed to replicate and incorporate with established real world selling systems without offending the online shoppers by delivering the data that they need, when they need it -- which is immediately!
1) Meeting and Greeting: Meeting and greeting is step one in both the real and the virtual world. If a customer walks into a showroom he expects to whether find the data he wants or to be directed to where he can find it. Conversion tools, such as Argistics AutoTransaXion and Auto Website Plus, allow a pro-active engagement with an invitation to talk a customer's questions.
AutoTransaXion links with the dealer's Dms and Crm to incorporate with established real world selling systems. More uniquely, their two way video customer interaction platform replicates the human experience" for connection based communications. Someone else chat application with a unique added value is AutoWebsitePlus.Com. It replaces the video function found in AutoTransaXion with a 15 language translation application that allows an English speaking sales staff to directly recite with Spanish, German, Italian, etc. Speaking customers. Specialized R.O.I. Analytics include S.E.M. And S.E.O. Quantified and suited reports to monitor and administrate all of your online advertising and marketing investments that are driven to your website.
Both AutoTransaXion and Auto Website Plus also offer a staffed explication to supplement -- or even replace -- an auto dealer's sales or internet staff in processing internet leads sourced from the site. Justified cuts in expenses by auto dealers struggling to adjust fixed and semi-variable expenses to be in synch with reduced profit margins and sales volume has forced many dealers to sacrifice the efficiency of their selling processes on both their real and virtual showrooms. The ability to add a remote staff to promptly talk and process online sales and aid opportunities in a consistent manner can whether supplement existing staff or expand the online showroom hours to a 24/7 schedule.
2) first T.O. + qualifying + feature/benefit presentations: AutoTransaXion and Auto Website Plus both supply a real time interaction which can be used to accommodate an first T.O. And to open an interview to qualify the customer's needs. Once their needs are determined, the application continues in a push/pull manner to present data on a variety of vehicles.
3) catalogue walk and test drive: The use of videos in conjunction with embedded links to relevant information, such as Car Fax reports, combined with a list of comparable vehicles based on the customer's needs, can replicate the consumer palpate in the real world. SiSteR Technologies Video CarLot is an self-acting video yield aid that can change an auto dealer's online pictures into a professional video with human voice as well as the ability to incorporate existing video content into the stitched pictures in case,granted on the dealer's website. In addition, multiple schema layers connected to a dedicated micro-site -- vShock -- provides an extended marketing platform for similar catalogue on the dealer's website. This process will narrow down the catalogue to a short list of inherent vehicles to allow the online selling process to continue into relevant negotiations and in some cases even to an actual online transaction. This application also integrates a lead conversion form that is directly sourced back to the video posted on the dealer's website, third party advertising sites and even on the crusade engines as a unique Url connected to the video posted on You Tube straight through a dedicated Api that delivers the vehicle with integrated meta tags and crusade words tied to the vehicle as well as links back to the posting dealer's website in synch with their established S.E.O. Programs. (vSeo)
4) Trade-in estimation and negotiations: AutoTransaXion and Auto Website Plus push/pull capabilities include the ability to request pictures and details on a trade-in that will supply sufficient data for a dealer to invent an actual appraised value branch to confirmation at the time of delivery. Similarly, since the applications are connected with the auto dealer's Dms, the first pencil can be delivered at the point of first palpate with actual negotiations in a similar fashion to established real world selling processes.
5) Online transactions and delivery: AutoTransaXion and Auto Website Plus can complete a negotiation and process all customer and vehicle data directly into an auto dealer's Dms and Crm with the ability to push all forms needed to consummate a sale. The dealership can then deliver the vehicle along with the appropriate paperwork. The delivery can be scheduled at the dealership to avoid right of rescission rules that exist in many states. It should be noted that even if an appointment is made at the dealership the process will be greatly enhanced by the online communications that preceded it.
6) effect up for sold and un-sold units: Database marketing for sold and unsold customers has existed for many years, however, matrix based self-acting solutions have been extremely limited. Bulldog Marketing Technologies and their integrated consumer Cleanse supply a convention effect up to any customer that has been entered into a dealer's database. The messages can be delivered via email or direct mail with a personalized message drawn from the first contact.
The unique feature of Bulldog is their ability to go for comparable vehicles for the ongoing observation of unsold customers. The palpate can include current price data including facility incentives, interest rates and payments to address issues that may have prevented the first sale.
In addition, consumer Cleanse uses third party resources to rule if a customer has already purchased a vehicle -- even if from a distinct dealership -- so the message can be converted to a aid offer rather than a sales message that will be ignored by the customer. Sold customers are also included in the process with aid offers and customer satisfaction messages to supplement the dealer's existing Crm functions.
7) catalogue supervision and ongoing online marketing: It is an appropriate wisdom that dealers make their money on Used Cars when they buy them, not when they sell them. catalogue supervision systems like Aax, vAuto, eCarList and FirstLook supply applications that use historical sales data as well as current online postings in varying ratios of relevancy to support in the estimation process. Extended and integrated marketing platforms also seamlessly place the newly acquired catalogue onto the dealer's website and third party advertising sites. Since time is money the faster the vehicles are located on the virtual catalogue and online marketing plan the sooner they are sold and the profit is turned into Someone else vehicle.
FirstLook has the unique ability to apply their ownership algorithm to invent the copy of the online ads for the vehicles using their consumer Optimization process to prioritize the features and benefits for each vehicle to exactly match proven customer preferences. This self-acting yield process increases conversion and profits from the posted ads and additional features and functionality are planned to additional enhance the ads. (Can you say Video!)
All of the issues discussed in this report can be referenced to the key differentiator between conventional advertising/marketing and the newly maturing position being reserved for group networking. For example, customer reviews exist in most retail verticals on the World Wide Web and the auto commerce is no exception. While the importance of this component of many group networking site can't be over emphasized, it is only one bullet in the gun of auto dealer's that are constantly expanding their investment in credit supervision and branding straight through the use of their group networking/marketing plans.
Web 2.0 has become an established buzz for today's automotive advertising agencies but User Generated Content, (Ugc), has earned a position in their vocabulary in a variety of forms. group Media -- for example -- references transportation technology offered in a group forum that allows users to interact and contribute shared content straight through a variety of tools including forums, blogs, Weblogs, networking communities, wikis and radio podcasts -- like my own blog talk radio shows on AdAgencyOnline.Net.
Social Marketing describes a grouping of group media tools that supply direct personal relationships with a targeted group of customers. group Networking Sites include well recognized online communities like Face Book, Twitter, Bebo, MySpace and newly maturing centralized aggregator sites like ronsmap.com that allow people to connect with old and new online friends straight through personal profiles that define their shared interests in both the real and the virtual world on an private basis as well as with groups that they have in common.
The growing acceptance and recognition of these discrete and connected facets of the new phenomenon of group Networking is built on established firm and advertising marketing principals enhanced by the new language of today's Internet and technology driven auto industry. They all identify the importance of connection selling and branding to supplement and compliment -- not replace -- conventional calls to operation and direct selling messages.
The crusade engines are also playing a growing role in the acceptance of Ugc and the importance of credit supervision with the development of new tools -- like Google's Sidewiki -- that provides site visitors with a text box to post their belief of an auto dealer's website to future visitors. They have an added self serving schedule to ultimately sell this data and data to inherent online advertisers since the application also tracks the user's history on the Internet but it raises the importance and crisis of protecting auto dealer's online credit to a new level!
Automotive advertising agencies are studying and applying the rules established by the crusade engines but dictated by the online consumer who ultimately is the only driver on the Internet Super Highway that matters. In summation, monetizing group networking and applying it into selling processes that blur the line between the real and the virtual world is the goal and role of today's automotive advertising agencies.
Automotive Advertising Agencies Monetize group Networking by Integrating it Into Real World ProcessIngersoll Rand Air Compressor Troubleshooting Water Pressure Sensor