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Traditionally, automotive marketing for manufacturers and dealerships has relied upon television, radio and newspapers as a way to grab the attention of customers as they undertake their journey towards a car buying decision.
However, there’s been a transfusion that’s injected energy and added some much needed horsepower to an already robust marketing plan of attack.
Today’s economic times dictate it’s now vital to explore new, practical ways to reach consumers on a level that traditional advertising may not be able to deliver.
As a cost-effective automotive marketing tool, social media can serve as an immediate connection that’s not only calculable by analytics but it offers reach to an all-important demographic that car manufacturers and dealers crave – the young, tech-savvy consumer. At present, these same young buyers are in-tune with the digital culture, a society that uses technology as a primary method of getting information.
Just how much? As much as a whopping 46 percent of Americans surveyed in a Pew Research Center study stated that they get their news from four to six media platforms on a daily basis. Rather than being left in the dust, dealers can drive the social media vehicle to deliver new sales opportunities in a marketplace that’s accustomed to using the Internet for information and has gone largely untouched by the automotive industry.
In Facebook, the popular social media network that connects users around the world, there’s an audience that registers upwards of 500 million. By using social media as another tool in your marketing arsenal, carmakers and automotive dealerships can quickly gain traction in increasing car sales.
Ford Motor Company, producers of the popular Explorer sport utility vehicle (SUV), unveiled the redesigned 2011 version on Facebook, becoming the first major manufacturer to use the social media vehicle for a new car reveal. In doing so, it allowed for their Facebook fans to concurrently experience it, something that an auto show or mass mailing can’t do.
The sooner that car dealerships embrace such social networking sites like Facebook, Twitter and YouTube to reach consumers, the sooner they can begin to engage in building and managing customer relationships with the expectation of driving a consumer from start to finish in their automotive purchasing decisions.
~ Missy Jensen, Social Media Manager at DMEautomotive
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!
Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.
Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at firstname.lastname@example.org and check her out on LinkedIn.