Just a ridiculous article. Its the online "gumtree" manager / marketer simply promoting his own medium with no real fact or substance. The reason why traditional media still work for automotive advertising is that they still provide the best content and invest in content and writers who can give a non biased opinion on a vehicle. Most traditional media are online anyhow, even local publications and they have a direct link to their audience and a credibility. Just buying an arbitrary vehicle from an unknown source on a national "megasite" is maybe where they will do their homework on value and price comparisons, but not really what the local audience will trust as a trusted source.
This was such an interesting read, in a research industry that usually focuses on the OEMs and little on the car dealers that get those manufactured vehicles to buyers. Accenture conducted a report on South African drivers earlier in the year. The tastes of motorists should be where the dealers align their marketing budgets, and as this analysis of the research suggests http://www.usedcarsforsale.co.za/news/49/what-south-african-car-drivers-want-accenture-report, the dealers just aren't cracking it with millennials.
Jeff, I couldn't agree with you more. You're right in that many car dealerships shy away from marketing online themselves, due to fear [of new marketing methods] and dependence on online platforms they deem to be effective. However, the costs involved are not as exorbitant as one would expect - a decent catalogue website can be done for R5,000 to R15,000. In addition to that, a monthly amount of R5,000 to R10,000 spent on online marketing will be adequate for a small to medium [50 to 100 cars] dealership. There are many marketing companies out there, claiming to be able to do the above. These online marketers implement online campaigns, and generate traffic or visitors to the website in question - however, once this is done, contractually, they will have legally fulfilled their obligation. And herein lies the problem - the average dealer [literally left alone in the dark] is not adept at successfully converting this new stream of traffic into buying customers. Enquiries are straight-forward and easy to handle, but ‘likes’, ‘tweets’ and ‘clicks’ pose a different scenario. The secret here is how to engage this traffic in such a way, that strangers are converted into friends, friends into fans, and fans into customers. In other words, you’ve got to get your new stream of traffic to divulge their contact details, market directly to them, and respond to their buying signals. And in an industry as competitive as the motor sales industry, one needs to move quickly. For more information on how this can be done, interested parties can mail me at : firstname.lastname@example.org. Kind regards, Sherman.
The new generation has things moving so quickly that it's really been difficult for businesses to pinpoint where to begin or how to catch on to whatever the latest trends may be for them. It's really goign to take quite a different approach and I agree that we may need to buck up a lot to catch the attentions of the new generation and find a way to reach them on a different and impactful level.
I can agree with the author that not all the benefits can be calculated in money. The businessman need to understand the necessity of development and right money investments. Also he or she should understand where to spend money and when to save. For example there is a good online service that provides instant payday loans from direct lenders. and it can be a great solution for those who have enough money income and who wants to invest it in other sphere. Also it is beneficial to take such monetary help instead of taking long-term obligations.
I recently launched an App called Shop4That. It basically does what you are describing except we do not "follow the consumer". What our App does do is: Retailer Allows the national or individual retailer to advertise their specials. If needed they can also split their stores according to their marketing strategy.
Brand Advertiser: There are three blocks available, below the advert, where the relevant brands can place their logo. Thereby maintaining a top of mind presence.
Consumer The client can select to view all specials in their area or only specials that match products in their shopping list. The client decides on what day and time they want to receive a reminder. This reminder can also be location activated, which means their phone activates when they are close to a shop, so they see the specials when it counts the most. The client gets the app for free.
So in essence the app matches products that the customer has selected with specials that are location relevant.
Completely true Andre. There is a lot of confusion and miseducation in the marketplace on native advertising at present, which leads to conflicting opinions on the value and approach of the medium.
I align with your thinking that, very simply, native needs to focus on adding value to the consumer. That is the surest way to keep your audience on side.
In fact I make a distinction between native advertising and native content in this regard which you can read below. Basically I try to separate advertising dressed up as editorial, and editorial dressed up as advertising!
It is true that as a mobile user, I want to feel that I am in control of the contents that I receive on my phone. I do not want to see info that is redundant and a waste of my time and virtual space. Even though each message could take up only a small space of my phone storage, but when all the messages are added altogether, the amount can be quite big. If I have to delete them off, it will waste even more of my time.
It is expected from the very beginning that inflation will occur gradually as time passes us by. Hence, it is not a wonder that prices of services and goods will increase even if the pace could be on a slow basis. What we as end consumers need to do is to ensure we know how to spend wisely and save smartly as and when possible. Whether it is for fuel or storage services, everything needs to be properly planned out financially.
It is a really positive thing for homeowners to read such statistics and figures before deciding whether to sell their property and buy a new one. They need to carefully study the market pattern and see if it is indeed worth it to even move out. Moving out is already a hassle on its own, on top of the packing and storage units, and to think of the financial means is going to crack your head even more.