Audience Targeting For Automotive Digital Marketing

Audience Targeting For Automotive Digital Marketing

At NADA earlier this year, Jessica Stafford went over the various levels of targeting and audience targeting over time. Her presentation was extremely valuable, and I want to dig deeper into what she said and provide a cheat sheet for audience targeting. Targeting has come a long way since the days of gross rating points on the top 4 networks. Through technology and the rise of the Internet, we have been able to get very specific and target with extreme accuracy exactly the audience or person you want to reach. Mass media was that first step. It was casting a wide net and hoping you will reach as many in-market people as possible, but knowing your ad will be seen by a lot of people who won’t be relevant. Placement targeting is choosing where your ad will run. Before Digital Media came into play, this was like running an ad in the Wall Street Journal in order to reach people who were interested in finance. Now, this tactic allows advertisers to “accomplish a fixed exposure or reach and frequency of message –no matter who the audience is.” It’s a common tactic during events like the Super Bowl. Advertisers will want to be on espn.com no matter what. Whole page buy outs are also common. Demographic targeting is targeting based on broad but defining characteristics; gender, age, and income are the big three here. This is still incredibly broad but beginning to segment audiences in deliberate and meaningful ways. We can choose to serve ads for minivans to women ages 28-35 and for sports cars to men ages 18-30. It...

Flash-No-More: Chrome to stop auto-playing Flash ads

Starting on September 1st, Google Chrome will no longer auto-play Flash ads by default. Google has been working with Adobe to “intelligently pause content that aren’t central to the webpage” in order to improve user experience and save laptop battery power. There will be no effect on Flash content that users choose to view, such as what runs in embedded video players. (Of course if you’re desperate to view a Flash ad, you can right-click the ad and select “Run this.”) For advertisers, this means converting ads from Flash to the recommended HTML5, or even sticking with a static jpg. Not doing so would result in ads either not viewed at all, or viewed at a sub-optimal level. Demand Local is opting for the HTML5 switch and now automatically converts all Flash files before launching them. With most mobile phones already opting for a Flash-less existence, and Firefox declaring an all-out war against the software back in July, it was only a matter of time before Google jumped on...

Generation Why: Selling to Millennial Auto Shoppers

Millennials are changing the face of automotive shopping. They are less loyal to automotive brands, they spend more time researching on digital, and they don’t consider owning a vehicle to be a status symbol. Though millennials aren’t as into car ownership as their parents, they bought more vehicles then the oft-compared Gen Xers this year, which has car dealers clamoring to figure out what makes them tick. Want to reel in those millennial shoppers? Here are few tips to get started: Personalize the buying experience Millennial auto shoppers are armed with over 16 hours of research and have often made their decision long before setting foot on the lot. Over 70% of millennial auto shoppers will purchase exactly the vehicle they had in mind when they walked in. Quick Tip: Stop selling! Instead, make them an offer they can’t refuse and create a scenario in which it makes sense to purchase the vehicle now instead of waiting. Use social media appropriately Millennials use social media for a lot of things – but buying cars is not one of them. “Only 5% of Millennials use social sites as a car-shopping resources.” Having a social media presence is still important; not having one can be suspicious, but millennials are skeptical of automotive brands that utilize social media to market to them. Quick Tip: Use social media to reach out to customers, address specific issues and interact on a more personal level. Many companies across multiple channels are utilizing their social media channels as customer service representatives. I find this strategy to be very effective and it could give you an edge...

Mobile Search: The Final Frontier

Everyone in digital advertising seems to be talking about mobile. With mobile banner and pre-roll ads trumping the conversation, it’s easy for mobile search to get lost in the fray. Last quarter saw a nearly 100% increase in mobile paid search over the same period in 2013. According to a recent eMarketer report, mobile will account for 85.9% of digital ad search dollars by 2018. While Google is expected to lose some of its overall mobile search market share to Amazon, Kayak, and Indeed, it will still maintain a commanding 64.2%. Here are a few tips to get on Google’s good side and run effective mobile search campaigns: Be location specific It’s important to set up a strong and useful geo. Targeting a DMA or 50 miles around a dealership might not be worthwhile. Do your research and set up a geo that makes sense for your campaign. Include location information in the ad itself to pack an extra punch. Mobile search ads increase in effectiveness when local information within the ad is coupled with location targeting. Take advantage of urgency Mobile users are used to instant gratification. They are on their phones while watching TV, while researching, and increasingly while on dealership lots. Take advantage of this relationship by appealing to their sense of urgency; give them the motivation and the resources to contact you quickly and easily. Have a mobile friendly site I have said this before and I will say it again; invest in a mobile-friendly user interface! Nothing makes mobile ads more effective than an easy to use, seamless mobile...

Mad Marketing: A Beginners’ Guide To Agency Partnerships

  Working with an agency or other advertising partner can be very beneficial. You have a team of dedicated, experienced professionals on your side. But, if you aren’t familiar with the space – or are very brand new to online advertising – you may not be making the most out of your partnership. Here are a few points to keep in mind while working with any advertising agency: 1. Define your goals early on, and know how they will be tracked; Do you want online engagement, phone calls, email leads, etc? When your goals are pinned down, make sure you understand how they will be tracked. There are many analytics platforms and other services available to keep track of your onsite activity, but success must be defined before it can be measured. 2. Understand your audience. If you are trying to sell to teenagers, don’t advertise on AARP; if you are trying to sell to seniors, don’t advertise on Instagram. Craft your ad content to appeal to your primary segment. 3. Be flexible. While digital marketing is very data driven, it’s easy to forget that we are dealing with human beings. A slow day online doesn’t necessarily mean anything is wrong. On the flip side, a sudden spike in traffic doesn’t necessarily mean your adverting efforts are paying off. There are a lot of outside factors that can impact your analytics data – such as breaking news or seasonal trends. When in doubt, ask questions! 4. If you are going to advertise on mobile, make sure your website is mobile friendly. Check your site from your own phone, then...