CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
If there's one thing that's constant in the technology world, it's change. We see it every day - what was once hot goes cold, what was once dying is reborn. I had a bad-prediction moment the other day when I had to backtrack on my opinion of the Windows Phone. The TK Carsites founder had purchased one a few months back and at the time I was (inwardly) laughing at him. I was wrong. Microsoft will be a player in the phone wars in the near future.
That's what happens in automotive marketing as well. It's my job to analyze the latest and greatest products and trends in online automotive marketing and make a decision as to how effective they'll be, what the ROI will look like, and how long it will be able to sustain. We did this in 2007 when we first started exploring social media, for example. At the time, Facebook was 1/5th the size of MySpace, but we made the decision to bet on Facebook making a push and forcing MySpace to the side.
The infographic below shows some of the trending topics that made the news in 2011. Some of them apply directly to automotive marketing such as Geolocation Apps and Mobile Photo Sharing. Others, such as Group Buying, have seen lukewarm success in automotive.
Of note is one of the predictions in 2012. Mobile commerce will become the norm. Dealers may wonder how that could possibly affect them - nobody's going to buy a car off their iPhone, right? The key (and the item we're looking very closely at with our R&D team) is the effect mobile devices will have on fixed ops sales and marketing. More to come on that. In the meantime, enjoy this infographic.
Click to enlarge.