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AD-ITIVES
Taking Online
Ads For A Spin
Study finds digital channels
are the new source for
first-time car buyers
Glossy magazine ads and slick
billboards may be taking a backseat
as auto manufacturers look to build
new business among the digital-first
generation. A recent report from market
research firm J.D. Power and Associates
revealed that new-vehicle drivers spend
an average of 11 hours a day surfing the
internet, streaming video content and
watching TV. While Generations X and
Y clock in at 12 and 13 hours, the Baby
Boomers and pre-Boomers come close
at 11 and 10 hours.
The U.S. Automotive Media and
Marketing Report, released this summer,
also finds 70 percent of new-vehicle
drivers are using services like Amazon,
Hulu and Netflix. These stats seem to
make the answer obvious—advertise
online. But efforts to block online ads
through programs and subscription
fees throw a wrench into the gears, so
the challenge of getting ads in front of
consumers remains.
To combat the limitations set by
streaming media, traditional channels
such as television networks, newspapers
and magazines are opening new doors
to digital placement. Nearly all TV
viewers surveyed for the report are still
watching network shows on television,
and more than a third are viewing on
network websites, apps or streaming
boxes. Nearly half of magazine and
newspaper audiences surveyed also
take their news and information via
internet portals.
Addressing the results of the
report, J.D. Power’s Dave Sargent, vice
president of global automotive, said,
“Traditional advertising isn’t going away,
but automakers will have to continue to
look at all channels … to engage with
their customers.”
TECH TALK
Let’s Make
A Deal
Content portals keep sales
reps in the purchasing loop
Few things are better at trumping the online,
self-service approach to buying than a
knowledgeable sales rep. But are you giving
your reps the tools to maintain the best
in-person purchasing experience possible?
Sales content portals allow reps to instantly
access relevant information about what
they’re selling, ensuring their clients have the
details they need about the products they
want, on demand.
A good portal isn’t merely a condensed
version of a catalog or website, though. To
ensure your marketing content portal truly
aids the sales rep in completing sales while
building relationships with clients, follow
these guidelines.
• Create a tool independent of your website
that contains all the information your sales
reps commonly access during a sales call.
• Curate content that matches specific sales
goals or common buyer needs. Combine
popular products with archived case
studies that illustrate how those products
have been used.
• Keep your content current. Needs change
over time, and so do product features and
availability. In addition to updating your
catalog or website, be sure to update the
content portal so sales reps are working
with the latest information available.
66
|
NOVEMBER 2016
|
THINK
by
Jen Alexander