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How are Disruptive Web Users Influencing the Automotive Industry?

Posted by Pete Stafford on January 5, 2018 at 10:48 AM

Millennials' preferences and online habits have affected multiple industries in recent years, but even these disruptive web users will need to buy a car at some point. And you'd better believe that when they do, they're going to do their homework first.

J.D. Power's U.S. New Autoshopper Study showed that customers who use services like Uber, Airbnb and Netflix — considered "disruptive web users" for their preference of web-based platforms over traditional services — tend to spend significantly more time researching cars when shopping. This audience is bigger than you may think, accounting for about 33 percent of Generation Y and 18 percent of Generation X, as well as 6 percent of Boomers and those older than them. Before making a purchase, these individuals visit as many as 12 websites, whereas traditional shoppers typically visit nine.

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Topics: Digital Marketing Strategy, Automotive

How Video Responses Turn Customers Into Brand Advocates

Posted by Carlye Creel on December 27, 2017 at 2:20 PM

The growing number of online purchases has officially eclipsed in-store transactions, according to data from comScore. But while the number of face-to-face experiences is declining, brands are arguably more connected to their customer bases than ever before.

Thanks to social media, online chat tools and other tech-enabled solutions, customers can quickly and easily raise questions, address concerns and provide feedback. However, there's one especially personal method that stands above all others: video responses.

Video may seem time-consuming and challenging, especially for smaller businesses with fewer resources. But thanks to the proliferation of cutting-edge gadgets and ever-present smartphones, sending personalized videos to your customers now takes mere minutes. Here's why video responses are so powerful, and how you can use them to boost customer satisfaction.

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Topics: Digital Marketing Strategy

How a Vehicle Detail Page Can Influence Car Shoppers

Posted by Theodore Pearsall on December 20, 2017 at 10:56 AM

The automotive industry flaunts some of the best marketing tactics: glowing testimonials, virtual ride-alongs, creative sales campaigns and breathtaking photography.

And it all works — 88 million vehicles were sold in 2016, which was an increase of 4.8 percent over the previous year, according to the 2017 Automotive Trends report from Strategy&. But when it comes down to signing a purchase agreement, it's clear that customers want to know the details of the car they plan to buy.

That's where a vehicle detail page (VDP) comes into play. An overview of a popular make and model isn't good enough. It's time to get specific about individual vehicles for sale.

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Topics: Digital Marketing Strategy, Automotive

Rise of the Advertisement Blocker: What Marketers Need to Consider

Posted by Zuri Stanback on December 15, 2017 at 2:31 PM

Advertisement blocker technology has been popular among customers for years, and its presence continues to grow. According to a report from PageFair, the global use of ad blockers increased by 30 percent during the past year.

Customers may be happy with the software, but marketers and publishers are in the opposite camp. Some publishers depend on advertising as a key source of revenue, while others count it as their primary means of paying the bills. Meanwhile, marketers often use display advertising to engage a targeted audience.

However, with ad blockers becoming so common, it's almost impossible to build a marketing strategy without taking this hurdle into account. Here are some tips for adjusting your digital strategy to better consider the implications of ad blockers — and how you might be able to overcome the technology.

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Topics: Digital Marketing Strategy

How to Reach The Unreachables Through Advertising

Posted by Solomon Cormier on December 7, 2017 at 1:58 PM

Since the dawn of television, brands have used the platform to successfully deliver their messages directly to viewers' homes. From small, local businesses to global organizations, television advertising has been a staple of the traditional media mix for brands for generations. But over the past decade, TV consumption has changed dramatically — especially among one particular group.

The Challenge of the Unreachables

Coined by Heart & Science CEO Scott Hagedorn as "the unreachables" in a Wall Street Journal article, a significant portion of millennials and Gen Xers are shying away from traditional means of consuming television. Instead, these adults watch TV programs through apps on mobile devices and through streaming services like Netflix and Hulu.

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Topics: Digital Marketing Strategy, Integrated Marketing

Addressing Your 2018 Marketing Plan

Posted by Carlye Creel on December 4, 2017 at 11:48 AM

Before breaking out party hats and kazoos to usher in the new year, your marketing strategy deserves a final evaluation. After all, how can you draft your 2018 marketing plan without knowing what worked (and what didn't) in 2017?

This process, often referred to as a "post-mortem review," is an in-depth evaluation at the completion of a project. The University of California noted that the reflection allows everyone on the team to provide feedback in a structured way.

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Topics: Digital Marketing Strategy

Building a Brand on a Budget: 3 Tips to Keep in Mind

Posted by Codee Fuquay on November 27, 2017 at 1:46 PM

Most small and medium-sized businesses are familiar with the value of building a brand. Getting to know customers and making connections with the surrounding community can go a long way toward ensuring long-term success — no matter the industry.

While some business owners may have success pouring tons of capital into a multi-faceted brand building campaign, such an expenditure is not always possible, especially if you've recently opened a new business. If you're building a brand on a budget, here are three quick tips to help you get started.

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Topics: Digital Marketing Strategy

2018 Marketing Trends: What to Look For

Posted by Jenny Sutton on November 22, 2017 at 10:37 AM

There are still a couple weeks left in 2017, but marketers are already looking toward next year and the new marketing trends they should factor into their budgets. While it's impossible to know specifically what challenges the new year will bring, a few 2018 marketing trends are already forming.

Invest in Video Ads, Especially on Facebook

Streaming video on social media was one of the biggest growth drivers in 2017, so it comes as no great surprise that the trend will continue into next year. Recode reported that video ad spending is expected to grow 49 percent (to roughly $18 billion) in 2018.

As streaming on laptops and other large-display devices further declines, mobile streaming will continue to dominate other devices. Although mobile video has spread across the web, the most views in 2018 will still come from social media — specifically Facebook — making spending on this platform essential in the new year for even the most budget-conscious marketers.

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Topics: Digital Marketing Strategy

Why OTT Advertising Should Be Implemented and Supported by Complementary Strategies

Posted by Solomon Cormier on November 20, 2017 at 11:28 AM

It's no secret that film and television content is migrating to the internet at a rapid pace. When's the last time you logged on to Netflix, Amazon Video, YouTube, Sling TV, CBS All Access or Hulu? Yesterday? An hour ago?

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Topics: Digital Marketing Strategy, Video Advertising

Generation Z: 6 Must-Have Marketing Strategies

Posted by Carlye Creel on October 23, 2017 at 10:48 AM

For the past few years, the marketing world has largely prioritized millennials, a group dubbed by Digiday as "the most studied generation in history." But there's another group that may prove even more important to reach: Generation Z.

According to The New York Times, this generation includes people born between 1996 and 2010. Though most Gen Zers are still relatively young, The Huffington Post reported that by 2020, this group will account for 40 percent of all customers.

So, how will marketers reach this generation? Here are six strategies you can use to connect with the customers of the future.

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Topics: Digital Marketing Strategy

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