Omni-Channel Marketing: Three Steps to Beat the Competition

Omni-Channel Marketing: Three Steps to Beat the Competition

Think about your favorite advertisement. Now picture how you’ve seen that ad play across different media; TV, magazines, online, etc. This is called omni-channel marketing and chances are the messages you’ve heard in those ads—no matter the channel—is the same. This approach leverages a consistent message across all media to drive brand recognition and awareness. It’s become more prevalent and important as more and more media channels emerge. Automotive manufacturers are doing great at omni-channel advertising. The retail side of the business, however, can be somewhat fragmented. Retailers tend to have a lot of cooks in the kitchen making decisions about advertising. Multiple conversations between multiple people lead to a lot of different messages going out. The good news is there’s an easy fix—media efficiency. Being more efficient with your advertising across multiple channels could lead to big rewards without a bigger spend. The keys to media efficiency and a solid omni-channel strategy are buyer attention, buyer recall and reinforcing buyer behavior. Step one (buyer attention): create clear and simple messaging. Customers like clear and simple messaging. Big brands like Coca Cola have nailed this. If you look at how Coke does their advertising there’s always something they’re trying to tell you – it’s refreshing, it goes great with food, etc. But no matter what the added promotion, they always have a simple, consistent core theme: “everybody loves Coke.” Consider this analogy: when a truck manufacturer advertises its vehicles as “America’s most durable, long lasting pickup” across all media channels, consumers begin to recognize it. However, if they split that message with “this is the most fuel-efficient pickup,” consumers...

Digital Marketing In The Auto Industry: How To Increase Sales Without Increasing Spend

2015 was a record year for car sales in North America. Just under 17.5 million vehicles were sold—up 5.7% from the year before. The next couple of years, however, are expected to be relatively flat. Yet dealers, and their salespeople, still have numbers to meet, creating a very competitive environment. Adding to the challenge is the variety of ways consumers buy vehicles. There’s no silver bullet and no clear cut solution to attracting customers. For example, Gen Y consumers spend a lot of time researching possible vehicles online. They trust car reviews on independent websites more than any other generation. What attracts them might differ a bit from what catches the eye of Gen X consumers. So how do you stand out in 2016? How do you communicate to buyers in a way that will convince them to buy from you—without increasing your spend? The answer lies in deftly applying the fundamental advertising. There are core concepts that consistently work – but they have to be applied with the skill of an artist. These fundamentals include frequency, data, options and technology.  Frequency. We assume you’ve got reach, so let’s talk about frequency. Think about when you hear a new song on the radio. The first time you hear it, you might say, “I like this song.” By the 10th time you hear it, you may say, “I love it!” It may get stuck in your head and you may find yourself humming the tune without even realizing it. Advertising it just like that song. Repetition is the key to getting your vehicle stuck in the head of your target...
Gotta Catch ‘Em All

Gotta Catch ‘Em All

Whether or not you have hopped on the “Pokemon Go” bandwagon, you have to hand it to Nintendo – they are on to something, and their stock agrees. “Pokemon Go” is an augmented reality mobile game that allows players to join a treasure hunt via navigating through real world locations. The game capitalized on players’ yearning for nostalgia and adventure, and the fact that it hit No. 1 in the App Store screams that there is more than just that magic to it. Let’s take a look. The popularity of the game depends heavily on high mobile phone usage, and the personalized, local element that consumers love. To match this consumer demand, mobile advertising spend has been on the rise. According to a recent study, eMarketer predicts that US adults spend an estimated 2 hours and 51 minutes on mobile devices every day. Consumers have given strong cues about their advertising preferences – namely, advertising must hit the mark for them to be interested. If we can’t answer WIIFT (What’s In It For Them), we have already missed the opportunity. So how do we stay relevant?  Keep it mobile – that’s where consumers are. Mobile advertising is the present and future of advertising. Keep it personal – provide relevant ads based on your consumers’ interests. Make it easy by finding them and reminding them what they researched last night, “Safest SUVs 2016.” Keep it local – meet consumers where they’re at. Serve ads to consumers when they are ready to make a buying decision, i.e. at George’s Toyota of San Francisco. While Demand Local isn’t directly related to the...
Hot off the…..Video?!?

Hot off the…..Video?!?

Yeah, yeah; it’s supposed to be, “Hot of the press,” right?  Not any more, it is hot off the video we just watched on the world wide web.  Our lives have become so engulfed with video. Look at your Facebook news feed, Instagram, Snapchat, Twitter, at your Dr’s office and simply everywhere you look. In today’s world we get our news, stats, emails, thank you’s, happy birthday calls, etc., from video. More video content is uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years!  In addition, at this current growth rate, Cisco predicts that it will take over 5 million years to watch every single video that crosses global IP networks in a single month in 2019.  A study came out today on eMarketer that said by 2019, the digital advertising spending is on pace to DOUBLE with mobile being the top growth. So what does this mean for us marketers/digital adverting folks and companies all around the world looking to be seen/heard through video? Keep in mind, you do not have to have a huge investment in video for a great ROI. However, the few tips below are key in making your investment a success. First thing and I feel the biggest is we need to look at the content.  “They” always say content is king…..well it’s the truth. It’s the truth in any form of marketing. However, it is the right content that you strategically create and distribute valuable, relevant and consistent content to attract and retain customers. Video conveys messages better and faster than any form of content, actually 300%...
What exactly is Geo-fencing and why is it so darn important?!?

What exactly is Geo-fencing and why is it so darn important?!?

“Geo-Fencing”, such a buzz word as of late in the digital industry. One that may seem like just another buzz word for the moment, but honestly, this is key. This buzz word is one that has become a game changer in the digital world in marketing to your potential customers. Geo-fencing (geofencing) is a feature in a software program that uses the GPS or radio frequency identification (RFID) to define geographical boundaries. A geofence is a virtual barrier. Here is what we at Demand Local do. With advanced GPS-activated technology, we create a hyper-local geo-fence based on the actual latitude and longitude of the dealership/business address. When a user views a Demand Local mobile ad, his/her mobile device ID is identified and stored in a proprietary list. Subsequently, when a user enters the dealership/business virtual geo-fence, his/her mobile device ID is then cross-referenced with the original list of users who viewed the ad. If there is a match, then a Registered Showroom Visit is counted. Talk about a game changer!  If you want to learn more, message me.  I have special pricing going on for the month of December. Stephani Westphal- 980-439-9193-...

We’re Back!

Hello. It’s been awhile since we’ve posted here, and for that, we are truly sorry. But we’re back now and just in case you forgot about us, allow us reintroduce ourselves. We are Demand Local and we’re the ones that are changing everything. Okay, we realize that can sound a little intimidating, but don’t worry, these are all changes for the better. So, what does that mean? It means that we have developed some of the most cutting edge technology and are bringing it full force to the automotive industry. We know digital. We know automotive. And our work proves it. But more on that later. Our goal is to bring innovation and creativity in ways never done before and we’re looking forward to showing you how we do that. Follow our blog and social media accounts for...