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Jared Hamilton
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Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Social Media is More Akin to Television than Search or Other Internet Marketing Forms

Watching Television One of the biggest misunderstandings surrounding social media is that it's a distant cousin of search engine marketing or that it's goals are similar to other forms of internet marketing. This isn't quite true. There are definitely tie-ins; social media can help improve search rankings, it is a valid follow-up component to email marketing, and it can be used as a direct lead generator for certain products and services. However, real success on social media often comes down to knowing the frame of mind of the people on it and realizing that the messaging style is much more akin to television advertising than any of the traditional online marketing formats.

Think about it like this: when someone wants to buy a car, they go to the search engines. They might go to AutoTrader or Craigslist. They may just go straight to a dealership website. They don't think, "Let's turn on the television and hope we see an ad."

They also don't think, "Hmm, I need to get a new car. Let's see what Facebook has to say about that."

Just as dealers have learned that television advertising works even if you can't demonstrate a clear ROI, they're learning that social media marketing and advertising work as well. When people are in television or social media mode, they are in an entertainment frame of mind. They are not fearful. They are not worried. They are not concentrating. They are open to what the two different mediums are about to show them. Nobody wants to see commercials, but they watch them anyway if only passively. Nobody wants to see marketing messages on Facebook, but they see them anyway even if they don't like or comment on them.

Television and social media both help to keep the business branding and messaging in mind, even if it only registers at a subconscious level. If they are in the market for a vehicle at the time, they might react. If they aren't, that's okay. The brand is being presented. When it comes time to buy a car, their subconscious has an opportunity to move them towards the familiar. Both television and social media help businesses become part of the "subconscious familiar" brands when the time comes to act.

Here's a video I made several months ago that discusses the concept.

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