Tuesday, August 5, 2014 by
Optimizing paid and organic search among digital advertisers and
lead generators is becoming increasingly more important and of
interest to auto marketers. However, much inefficiency
currently exists in the marketplace. Traditionally, digital
analytics and marketing companies identify key terms that generate
click traffic for specific campaigns. Automotive website companies
provide extensive reporting for the optimization process through
key words and terms. While these analytics allow...
Thursday, January 16, 2014 by
U.S. car dealers delivered 15,600,199 new cars and light trucks in
2013, up 8% from 2012. This is the fourth consecutive
year-over-year increase and follows three years of double-digit
growth from 2010 through 2012 as the industry climbed out of the
2009-10 recession. Of the 38 makes now on the market, 29 enjoyed
year-over-year increases in 2013, eight saw declines and one
(Tesla) could not be compared to 2012 since it had no sales at all
last year. The five makes with the largest increases... Re...
Tuesday, November 12, 2013 by
After two lackluster years, Jaguar is now thriving in the U.S. In
both 2011 and 2012, Jaguar suffered registration declines even
though the industry recorded double-digit growth. But this year,
Jaguar's registrations have jumped 25% through August when compared
to a year ago. This is the fourth highest year-over-year gain among
all makes (with 1,000 or more registrations) that were also on the
market for all of 2012, after Porsche, Cadillac and Subaru.
Jaguar's gain is almost three times the...Re...
Monday, April 22, 2013 by
Ford and GM are now solidly profitable and Ford's credit rating has
moved out of the junk category, but the U.S. market shares for both
companies declined significantly in 2012. Whether share is
calculated by looking at the first two months of this year versus
the same time period a year ago or versus all of last year, the
results are the same. While these trends are discouraging in and of
themselves, they are particularly concerning right now because the
European operations of both companies...R...
Thursday, October 4, 2012 by
We hear all the time about the troubled U.S. economy. If it isn’t
high unemployment, it's the sluggish GDP or a decline in
manufacturing or something else. But, there is also frequent
mention in the media about the positive trends in the car business.
Car and light truck sales are up, the manufacturers are turning in
hefty – sometimes record – profits and even adding jobs to keep up
with strong demand. There seems to be a disconnect here. How could
the car business be doing so well while the...Re...
Tuesday, June 5, 2012 by
The Venetian Resort in Las Vegas served as host to the 3AF (Asian
American Advertising Federation) The 2012 Annual Asian Marketing
Summit on May 16-17. The goal of the annual summit was to share
marketing best practices and celebrate the leaders in Asian
marketing. With Asian Americans representing one out of every 20
new vehicles purchased in the U.S., it's easy to see why automotive
market leaders including Toyota, Honda and Nissan were well
represented at the conference.
Friday, May 18, 2012 by
has a big day today. I imagine many
employees will thoroughly enjoy their happy hour after they leave
their offices in Menlo Park and other locations. Mark
Zuckerberg...he's going to certainly relish his ringing of the
NASDAQ bell in New York. Third largest IPO many analysts say.
Crazy. Auto folks - you're watching, right? Of course you are. New
media has been emerging and in the eyes of the business community,
and consumer sector, Facebook appears to have something to offer.
Tuesday, May 8, 2012 by
Digital video is, to put it mildly, a very hot topic in the online
and mobile advertising industry. Recently, moves by digital video
companies have placed them in direct competition with television.
Let me explain. Companies like Hulu
have created a model to view content
previously reserved for larger screens, be they television or
theater. YouTube, the largest video viewing service, recently broke
their service into channels
with original content. Two
different models, both...
Wednesday, April 11, 2012 by
Everyone wants to figure out what effect the digital landscape is
going to have on the mammoth $70B television advertising spend that
occurs yearly. Already, we've seen display advertising video ad
nets, like Videology, TubeMogul and Adap.TV begin to buy remnant
inventory through the Real-Time Bidding (RTB) process, out of
exchanges and Demand Side Platforms (DSPs). While each of their
business models is different, this is a drop in the bucket compared
to the total television/video inventory...Re...
Tuesday, March 20, 2012 by
Last month, I had the opportunity to speak at the Digital Market
Strategies Conference, an event hosted by First Class
. If you are focused on the retail side of the
automotive industry and haven’t attended an event hosted by First
Class Educators, I highly recommend it. The staff, venue and
speakers are top notch. I co-presented during the afternoon
keynote address with Matt Murray from Dealer.com. Our session
focused on the impact of social media on initial vehicle purchase
Tuesday, February 28, 2012 by
Last week, I attended Online Marketing and Media Association's
(OMMA) two-day Metrics &Research and Data events. The
conversations around data and metrics were extremely high level,
which is counter-thetical to the typical rhetoric at big
conferences. Often, speakers and panels dance the platitude shuffle
and never say anything really controversial. This particular set of
conferences was completely different. The first day consisted
of the Metrics and Research portion of OMMA's content....
Thursday, February 2, 2012 by
The Super Bowl always garners gaudy numbers for their ad campaigns.
Now, we're getting prequel ad hype by some automotive brands,
intending to move customers' attention from digital video to the
large screen with teasers and themed commercials. They're utilizing
their own properties and YouTube to increase "watches" and
subsequent anticipation of their ad campaigns. It seems to be
paying off for Acura, with this ad boasting guest spots from Jerry
Seinfeld and and Jay Leno competing to be...Read...
Friday, January 20, 2012 by
I noticed much more enthusiasm at the industry preview and press
week, which was held during the North American International Auto
Show. I went to multiple events where forced optimism from the
previous couple of years was replaced with genuine excitement and
positivity. On Thursday, January 12, I finally walked the show
floor. The cars look great this year, but that isn't why I went. I
had a subversive motive for walking the floor this year. I wanted
to see how each OEM ranked in their NAIAS...R...
Tuesday, January 17, 2012 by
For online display advertising of all types, 2011 was a banner (no
pun intended) year. This segment (which includes rich media, banner
ads, online video and sponsorship) was expected to grow to 37% of
the market, according to the Internet Advertising Bureau's mid year
Advertising Revenue Report
. Then in Q3, the industry saw a
spike of 22% overall. So, online advertising is strong. Consumers
are taking advantage of the interactive media access points that
are availed to them through...Rea...
Friday, December 9, 2011 by
Once again, we're coming up on the end of the year - that time
between Thanksgiving and New Year Year's Eve when everyone seems to
be making their predictions about what's going to be hot or next in
the coming year. Digital marketers are no different and one of my
favorite publications, Mashable, has released a video of '5 Key
Digital Media and Advertising Trends for
Usually I hate to say I told you so, but if
you haven't been heeding the contents of this blog then, "I told
Monday, November 14, 2011 by
Hopefully you've heard, if you're a marketer or manager of any
brand, that Google+
just launched business pages.
Originally, pages were sent out to beta testers who sent invites to
friends and business associates to allow the Google branded social
network to grow organically.There were NO businesses allowed, from
the inception. A few months and about 20 million personal page
signups later, Google opened up Google+ to businesses, and the
digital marketing world couldn't be more abuzz with...Read...
Tuesday, November 8, 2011 by
Audience data has become increasingly important in digital
marketing, including online display, video, mobile and social
media. Data allows advertisers, agencies and web publishers to
optimize ad delivery, evaluate campaign results, improve site
selection and retarget ads to other sites. Data also enhances
the value of media to marketers by delivering their advertising
message to better-qualified prospects.With the growing reliance on
audience data for online advertising, many questions are...Rea...
Wednesday, October 26, 2011 by
Last week, I had the pleasure of participating in an automotive
panel at Rentrak's 4th Annual Industry Insights Forum in New
York. Their audience – mostly senior TV network and
affiliate executives, agency media planners, analytics and data
providers – agreed that TV is becoming more metrics-rich than ever
before, which is good news for a mature, entrenched advertising
ecosystem that finds itself in the throes of disruptive
technology.The concept of "best available screen" is
Thursday, October 20, 2011 by
After doing a month and a half North American tour of just about
every imaginable entity within the digital advertising ecosystem,
from mobile advertisers to social media agencies and industry
conferences, I have come up with this conclusion. Every year since
2006 has been "the year of mobile," but 2012 will be the "year of
video." The idea that storytelling is the most important marketing
trait since message clarity; mixed with higher engagement and
consumer immersion; with a touch of...Read...
Wednesday, October 19, 2011 by
If you are in the market for a family vehicle or will be in the
near future, and you don't necessarily need the functionality of a
crossover or minivan, you may want to take a look at the family
sedans now available or coming to your local dealer. During the
next six months, there will be a lot of product activity in this
category, and those family sedans not being redesigned remain
crucial to their respective makes.Three redesigned midsize family
cars are either being launched now or will be...