the rise and competitiveness of south korean automobile manufacturers
Social and mobile media marketing for automobile manufacturers and dealerships
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Transcript of Social and mobile media marketing for automobile manufacturers and dealerships
Andrew'Pearson' Page'1' 7/13/14'
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Going&Mobile:&Going&Social&–&Automotive&Companies&
By'
Andrew'Pearson'
(from'the'upcoming'book'Going'Mobile:'Going'Social)'
'
According'to'the'eMarketer’s!US!Automotive!Industry!2013:!Digital!Ad!Spending!Forecast!and!Key!Trends'(2013a),'
the'US'automotive'industry'was'projected'to'spend'$5.07'billion'in'2013'on'paid'digital'advertising,'and'that'total'
was'expected'to'rise'to'$7.80'billion'by'2017.'While'growth'was'expected'to'taper'off'later'in'2013,'the'industry’s'
share' of'US' digital' spending'was' expected' to' rise' throughout' the' forecasted' period.' “Continued' strong' growth'
puts' the'US' auto' industry' on' track' to' become' the' secondTbiggest' spender' in' paid' online' and'mobile'media' by'
2015,'surpassing'the'financial'services'industry”,'eMarketer'(2013a)'estimated.'
“Marketers' in' the' automotive' industry' will' invest' approximately' 60%' of' their' paid' digital' dollars' in' directT
response'efforts'this'year”'(eMarketer,'2013a),'while'brandTfocused'campaigns'will'make'up'the'remaining'40%.'
Search'and'display'will'still'command'the'largest'chunks'of'digital'spending'across'the'category,'with'the'greatest'
growth'in'the'areas'of'mobile,'video,'social'and'local”'(eMarketer,'2013a).'
Because' consumers' and' potential' consumers' are' now' using' tablets' and' smartphones' to' find' information'
about'automobile'manufacturers'and'dealers,'investments'in'mobile'ads'are'growing'rapidly'(eMarketer,'6/2013).'
“In'October'2012,'J.D.'Power'and'Associates'reported'that'the'percentage'of' inTmarket'shoppers'who'visited'an'
automotive'website' from' their' smartphone' increased' from' 17%' in' 2010' to' 31%' in' 2012”' (eMarketer,' 6/2013).&
“Much'of'this'added'investment'is'the'result'of'digital'tools'changing'how'auto'consumers'progress'through'the'
research'and'sales'funnel”'(eMarketer,'6/2013).&&
“A'September'2012' report' from'Google,'Compete'and'R.L.'Polk' coined' the'phrase' ‘constant' consideration’,'
finding'that'digital'and'mobile'are'‘changing'the'habits'of'auto'shoppers,'turning'premarket,'inTmarket'and'postT
market'phases' into'a' cycle'of' constant' consideration' in'which'brand' influence'can'be'won'or' lost'at'any'post’”'
(eMarketer,'6/2013).'As'per'the'Dealer'Dot'Com'report'(2012)'The!Rise!of!Loyalty,!Advocacy!and!Influence,'social'
media' has' become' an' important' marketing' channel' for' automobile' manufacturing' brands,' dealerships' and'
aftermarket'products'and'services.'38'percent'of'consumers'say'they'will'consult'social'media'in'making'their'next'
car'purchase,'while'23'percent'of'car'buyers'say'they'use'social'media'to'communicate'their'purchase'experience'
(Dealer'Dot'Com,'2012).''
Although'this'purchase'decision'is'not'set'in'stone.'The'Google,'Compete'and'R.L.'Polk'survey'found'that'while'
63'percent'of'new'vehicle'purchasers'begin'their'search'with'a'specific'brand'in'mind,'only'20'percent'purchased'
the' vehicle' they' first' researched' online' (Morris,' 2013).' The' research' showed' that' potential' purchases' are'
influenced'in'a'meaningful'way'during'the'preTmarket'stage'and'that'“brand'consideration'can'be'won'or'lost'at'
any' point' throughout' this' loop”' (Morris,' 2013).' “By' harnessing' the' unique' insights' and' immersive,' personal'
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experiences'afforded'by'digital'brandTbuilding,'auto'marketers'can'adapt'for'greater'sales'and'longTterm'loyalty”'
(Morris,' 2013).' In' her' article' Constant! Consideration:! Brand! Choice! on! the! Path! to! Vehicle! Purchase,' Michelle'
Morris' (2013)' concluded' that' “For' today’s' consumers,' vehicle' attention'may' rise' and' fall,' but' influential' brand'
moments' are' constant,' stretching' across' a' cycle' that' encompasses' preTmarket,' inTmarket,' and' postTmarket'
phases.”''
“Constant'Consideration”' (see'Figure'6)' is'a' “cycle' in'which'brand' interest' can'be'won'or' lost'at'any'point,'
which'is'why'100'auto'executives'surveyed'by'the'IBM'Institute'for'Business'Value'cited'customer'management'as'
the'part'of'the'automotive'value'chain'that'will'change'most'over'the'next'decade”'(Morris,'2013).'Although'the'
challenge'sounds'daunting,' it' is'one'that'must'be'accepted'by'auto'manufacturers'because'this' information'also'
provides'the'solution'(Morris,'2013).''
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Figure!1:!Constant!Consideration!in!the!car!buying!process!
Source:'Constant'Consideration:'New'Vehicle'Path'to'Purchase,'Compete/Pol/TNS'September'2012'
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Social'media'channels'are'becoming'important'in'the'sales'process;'84'percent'of'automotive'shoppers'are'on'
Facebook,'and'24'percent'of'them'have'used'Facebook'as'a'resource'for'making'their'vehicle'purchases'(Dealer'
Dot'Com,'2012).' 40'percent'of'new'car'purchases'over' the'next'10' years'will' be'made'by'millennials,'while'94'
percent'of'millennial'car'buyers'gather'information'online'(Dealer'Dot'Com,'2012).'
The' report' “argues' that' the' use' of' social' in' combination' with' natural' language' processing' and' big' data'
analytics,'along'with'social's'ability'to'deliver'meaningful'content'and'commentary'in'context,'has'the'potential'to'
make'it'a'highly'effective'medium'for'identifying,'segmenting'and'engaging'consumers'based'on'preferences'and'
where'they'are'in'the'purchase'cycle”'(Dealer'Dot'Com,'2012).&&
"The'technology'now'exists'to'process'and'analyze'social'streams—not'only'to'understand'broader'consumer'
attitudes'and'reputational' issues,'but'also'to'identify,'segment'and'profile' individual'consumers'based'on'where'
they'are'in'the'purchase'cycle,'their'preferences'and'needs,'and'even'psychographic'characteristics'that'influence'
how'they'want'to'engage'with'brands'and'service'providers,"'argues'Shauli'Chaudhuri,'CEO'of'hoojook'(Dealer'Dot'
Com,'2012).'
A'new'model'that'accurately'illustrates'how'consumers'are'shopping'for'cars'today'is'called'the'“Automotive'
Purchase'Cycle”,'which'is'based'upon'McKinsey'&'Company’s'report'Consumer!Decision!Journey'(Dealer'Dot'Com,'
2012).' The' four' stages' of' the' new' Automotive' Purchase' Cycle' are' “Consider”,' “Evaluate”,' “Purchase”' and,' the'
most'important'stage'of'all,'“Interact”,'which'is'the'postTvehicleTpurchase'phase'(Dealer'Dot'Com,'2012).'
The' experiences' and' emotions' a' consumer' has' with' a' product' or' service' once' they' have' purchased' it'
continues'to'shape'their'opinions'for'as'long'as'they'interact'with'that'product'or'service'(Dealer'Dot'Com,'2012).'
“These' opinions' are' likely' to' be' shared' with' friends,' family' and' even' strangers' via' social' media,' significantly'
influencing' the' purchase' decisions' of' others”' (Dealer' Dot' Com,' 2012).' Whether' car' dealerships' or' auto'
manufacturers' like' it'or'not' this'consumerTdriven'marketing,' in'contrast' to'manufacturerT'and'dealershipTdriven'
marketing,' is'happening' today'on'blogs,' social'media'and'online'consumer'reviews' (Dealer'Dot'Com,'2012).'Car'
dealerships' and' auto' manufacturer' should' be' aware' that' “over' the' course' of' inTmarket' research,' search' data'
suggests' that' 73' percent' of' inTmarket' activity' involves' crossTshopping”' (Morris,' 2013)' so,' if' they' don’t' engage'
here,'they'could'lose'a'potential'client'forever.'
At' the' “Consider”' stage,' consumers' start' to' examine' their' initial' set' of' options' and' it' is' imperative' for'
manufacturers' and' dealers' to' build' brand' awareness' here' “because' the' process' is' fluid;' consumers' today' are'
bombarded'with'marketing'messages' and' choices,' and' their' initial' consideration' set' can' actually' grow' as' they'
progress' through' the'process”' (Dealer'Dot'Com,'2012).'A' lack'of' consideration'at' this' stage' can'be' very' costly;'
brands'that'are'a'part'of'the'conversation'here'are'three'times'more'likely'to'be'purchased'than'brands'that'aren’t'
(Edelman,'2010).&&&
At' this' stage,' branding' becomes' paramount,' and' it' should' be' done' across'multiple' screens' (Morris,' 2013).'
“Younger,'openTminded'shoppers—those'who'consider'four'or'more'brands'inTmarket—are'increasingly'turning'to'
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multiple'screens'for'research'and'discovery:'Indeed,'they're'almost'twice'as'likely'to'use'mobile'and'tablet'devices'
as'their'older,'more'brandTloyal'counterparts”'(Morris,'2013).''
Tablets'in'particular'should'become'very'important'for'auto'shopping'(Morris,'2013).'Combining'sight,'sound,'
and'motion'with'the'convenience'of'a'device'that'sits'in'your'lap,'tablets'are'the'perfect'marketing'devices.'The'
Google,' Compete' and' Polk' “research' found' that' 43' percent' of' brandTagnostic' shoppers' use' video' sharing' sites'
across' desktop' and' mobile' devices,' while' once' on' the' lot,' 51' percent' take' pictures;' 49' percent' check' online'
reviews;'and'44'percent'use'comparison'tools”'(Morris,'2013).'Mobile,'social'and'video'are'radically'changing'the'
shopping'ecosystem'as'it'is'being'built'out'(Morris,'2013).''
During' the'“Evaluate”'stage,'“consumers'conduct' their' research'using' traditional'and'online'sources,'phone'
calls'and'inTdealership'visits'to'‘pull’'information'to'aid'in'their'decision'process”'(Dealer'Dot'Com,'2012).''
As'consumers'near'their'purchase'decision,'“visiting'the'dealership'and'interacting'with'the'sales'staff'and'the'
vehicle' itself'become'critical'touch'points”'(Dealer'Dot'Com,'2012).'Of'those'who'had'recently'purchased'a'new'
car,'or'had'already'visited'a'dealership'and'had'planned'to'purchase'soon,'“76%'said'their'direct'interaction'with'a'
dealership'was'or'would'be'very'influential'in'their'final'purchase'decision”'(Dealer'Dot'Com,'2012).''
Today,' the'purchase'experience' is'critical'and' it'can'affect' the'consumer’s'entire'postTpurchase'relationship'
with'the'dealership'and/or'manufacturer'(Dealer'Dot'Com,'2012).'A'positive'experience'means'the'consumer'will'
be'open'to'an'engagement'and'he'or'she'will'be'much'more'likely'to'feel'some'degree'of'loyalty'to'a'brand'or'a'
dealership' (Dealer' Dot' Com,' 2012).' A' negative' experience,' however,' means' the' potential' of' creating' a' loyal'
customer'will'be'significantly'diminished'(Dealer'Dot'Com,'2012).'Either'way,'the'consumer’s'perceptions'during'
this'stage'affect'the'most'critical'stage'of'the'buying'process:'“Interaction”'(Dealer'Dot'Com,'2012).&&
Once'consumers'have'made'a'purchase'decision,'a'powerful' secondary'cycle—“the' loyalty' loop”—develops'
(Dealer' Dot' Com,' 2012).' Consumers' who' enjoy' their' product' and' purchase' experience' have' the' potential' to'
become'loyalists,'and,'possibly,'advocates'who'endorse'a'dealer'or'manufacturer'on'blogs,'customer'review'and'
social' media' sites' (Dealer' Dot' Com,' 2012).' This' type' of' wordTofTmouth'marketing' is' important' because' it' can'
positively'influence'others'who'are'looking'to'purchase'a'similar'product'(Dealer'Dot'Com,'2012).'“This'consumerT
toTconsumer'advocacy'greatly' increases'the' likelihood'that'new'brands'will'be'added'to'the' initial'consideration'
set'of'others'and'is'a'strong'influencer'in'the'ultimate'purchase'decision”'(Dealer'Dot'Com,'2012).'
A'negative'experience' for' the'consumer'means' that' they'are'more' likely' to'avoid' the'product' in' the' future'
and'they'will'probably'start'at'the'“Consider”'stage'the'next'time'they'are'in'the'market'for'a'new'car'(Dealer'Dot'
Com,'2012).&More' importantly,' those'with'negative'experiences' can'negatively' influence'other'potential'buyers'
(Dealer'Dot'Com,'2012).'“Thus,'the'flip'side'of'consumerTdriven'marketing'is'that'instead'of'advocating'for'a'dealer'
or' manufacturer,' unhappy' consumers' can' actively' disparage' the' product' to' their' social' networks,' creating' a'
compounding'negative'effect'by'discouraging'others'from'buying”'(Dealer'Dot'Com,'2012).'&
The' importance' of' social'media' can’t' be' underestimated.' Another' automobile' industry' study' revealed' that'
there'is'a'growing'trend'amongst'car'shoppers'and'recent'purchasers'to'use'social'media'as'a'resource'during'their'
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shopping' process' (Dealer' Dot' Com,' 2012).' Social' media' was' influencing' what' kind' of' car' people' wanted' to'
purchase'and'“27'percent'of'car'shoppers'and'purchasers'used'or'planned'to'use'Facebook'as'a'resource'during'
their' automotive' shopping' process' (Dealer' Dot' Com,' 2012).' To' put' this' into' perspective,' “considering' that'
approximately'9.1'million'retail'cars'and'light'trucks'were'sold'in'the'U.S.'in'2010'(minus'fleet'sales),'the'number'of'
unit'sales'influenced'by'social'media'was'approximately'2.4'million”'(Dealer'Dot'Com,'2012).'This'number'almost'
equates' to' the' total' number' of' cars' sold' by' Toyota' and' Ford' in' a' year' (Dealer'Dot' Com,' 2012).' For' the' typical'
dealership'averaging'1,300'new'car'sales'per'year,'more'than'350'units—nearly'30'cars'per'month—are'sales'that'
could'be'influenced'by'Facebook'(Dealer'Dot'Com,'2012).'It'is,'unquestionably,'a'substantial'number.'&
“Social' media' has' shifted' online' engagement' from' managing' the' customer' on' the' business’s' terms' to'
facilitating' social' engagement' on' the' consumer’s' terms”' (Dealer' Dot' Com,' 2012).' Automobile' dealers' and'
manufacturers'need'to'adapt'to'this'changing'landscape'and'embrace'the'very'reasons'why'people'are'drawn'to'
social'media'in'the'first'place—to'enhance'personal'connections'and'control'the'messages'they'receive—and'then'
engage'transparently'and'meaningfully'with'this'customer'base'(Dealer'Dot'Com,'2012).&'
Satisfied' consumers' have' the' potential' to' bond' with' the' brand,' product' or' retailer,' which' increases' the'
likelihood'of'them'purchasing'again'the'next'time'they'are'in'the'market'(Dealer'Dot'Com,'2012).'An'added'benefit'
of' this' loyalty' is' the' fact' that' it' lessens' the'chances'consumers'will' consider'other'competitive'options' the'next'
time'they'are'in'the'market'(Dealer'Dot'Com,'2012).''
More'importantly,'these'loyalists'could'have'considerable'influence'over'their'social'networks'and'they'could'
advocate'on'behalf'of'their'dealers'and'their'chosen'brands'on'blogs,'customer'review'sites'and'throughout'the'
vast' social'media'world& (Dealer' Dot' Com,' 2012).' “This' consumerTtoTconsumer' advocacy' via' social'media' is' like'
‘wordTofTmouth' on' steroids,’' greatly' increasing' the' likelihood' that' these' brands' will' move' into' the' initial'
consideration'set'of'others'and'strongly'influencing'the'ultimate'purchase'decision”'(Dealer'Dot'Com,'2012).'These'
are,'once'again,'more'trusted'recommendations'so'they'are'much'more'likely'to'be'acted'upon.'&
On' the'other'hand,' consumers'who'are'unsatisfied'with' their'bad'or'even'mediocre'buying'experience'are'
likely' to'avoid' the'product,'and,'potentially,' start'again'at' the'“Consider”'stage'once' they'return' to' the'market.'
More' importantly,' they' could,' potentially,' spread' their' negative' influence' far' and'wide,' causing'other'potential'
consumers'to'avoid'the'flamed'brand.'
The'key'to'fostering'advocacy'lies'in'maximizing'the'opportunities'to'create'a'loyal'customer'(Dealer'Dot'Com,'
2012).&This'process'should'start'early'in'the'cycle,'even'at'the'“Purchase”'stage'as'most'customers'are'willing'to'
voice'positive'experiences'once'their'loyalty'has'been'established'(Dealer'Dot'Com,'2012).&
Dealer'Dot'Com’s'(2012)'research'found'that'“approximately'57%'of'car'shoppers'have'some'degree'of'loyalty'
to' at' least' one' brand.”' Manufacturers' should' take' the' time' to' identify' these' loyalists' and' encourage' their'
advocacy'as'these'loyalists'are'more'than'willing'to'voice'their'positive'opinions'and'recommendations;'“of'those'
who'claimed'to'have'some'degree'of'loyalty'to'a'brand,'72%'said'they'are'extremely'likely'to'recommend'a'brand'
or'model'to'their'network”'(Dealer'Dot'Com,'2012).''
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Unsurprisingly,'loyalty'to'a'dealership'is'considerably'lower,'at'19%'(Dealer'Dot'Com,'2012).'According'to'the'
Dealer'Dot' Com' (2012)' study,' fair' and' honest' business' practices' during' the' purchase' experience' drives' loyalty.'
“Approximately'half' of' consumers'mentioned' they'are' loyal'because' they'believe' the'dealer' to'be' trustworthy,'
honest'and'ethical.'TwentyTnine'percent'will'shop'only'at'dealerships'with'a'good'reputation.'Loyalty'has'a'strong,'
positive'impact'on'the'shopping'process'and'how'consumers'talk'and/or'write'about'the'dealership”'(Dealer'Dot'
Com,'2012).'Of'those'who'are'loyal'to'a'dealer,'77%,'said'they'are'extremely'likely'to'recommend'the'dealership'
to'which'they'are'loyal'(Dealer'Dot'Com,'2012).&'
Social'media'should'be'viewed'as'a'biTdirection,'a'public'communication'and'customer'service'channel,'rather'
than'just'a'channel'to'promote'vehicles'and'services'(Dealer'Dot'Com,'2012).'Used'solely'as'a'marketing'channel'
could' ultimately' backfire' and' turn' off' consumers' (Dealer' Dot' Com,' 2012).' Dealerships' and' manufacturers'
shouldn’t'make'the'mistake'of'thinking'that'they'exist'in'a'vacuum;'they'should'be'aware'that'when'they'engage'
in'social'media'conversations'they'are'being'watched'(Dealer'Dot'Com,'2012).'“Among'those'who'used'Facebook'
as'part'of'their'shopping'process,'64%'said'quality' interactions'between'dealership'staff'and'Facebook'followers'
would'make'them'likely'to'‘friend’'the'dealership.'FiftyTnine'percent'said'they'would'‘like’'a'manufacturer’s'page'if'
there'were'quality' interactions'between' the'manufacturer’s' reps' and' its' Facebook' followers”' (Dealer'Dot'Com,'
2012).''
Dealer' Dot' Com’s' (2012)' research' also' uncovered' that' “in' addition' to' transparent' and' prompt' interaction,'
dealers' and' manufacturers' need' to' provide' content' that' appeals' to' consumers' and' that' will' help' drive'
consideration'for'the'brand,'model'and'dealership.”'
As' always,' consumers' are' looking' for' ways' to' save' time' and'money' as' well' as' to' enhance' the' ownership'
experience'(Dealer'Dot'Com,'2012).'In'many'ways,'“the'desired'content'mirrors'the'content'commonly'found'on'
the'corporate'and'dealership'websites—what'respondents'rated'as'most'important'was'information'that'helped'
them'learn'more'about'the'features'of'the'vehicle,' its'cost'and'what'others'think'of' it”'(Dealer'Dot'Com,'2012).'
“For'manufacturer'sites,'pricing'information,'incentives'and'rebates,'and'general'vehicle'information'were'valued'
most.' Product' reviews' were' also' considered' very' helpful.' Other' offerings,' such' as' games,' specialTinterest'
information'and'phone'apps,'have'sizeable'niche'interest'potential”'(Dealer'Dot'Com,'2012).''
For' consumers' using' Facebook,' traditional' product' information' such' as' price,' specs,' and' photos' as'well' as'
product'reviews'were'cited'as'the'most'helpful'(Dealer'Dot'Com,'2012).'Offerings'such'as'games,'special'interest'
information'and'phone'apps,'were'secondary,'but'still'had'sizeable'niche'interest'(Dealer'Dot'Com,'2012).&
For'dealership' social'media' content,' consumer'preferences'were' similar:' “Pricing' information'and'payment'
calculators,' incentives,' recall' information' and' current' inventory' ranked' highest' among' respondents.' Product'
reviews' from' owners' as' well' as' comments' about' the' brand' or' dealer' were' also' rated' high,' underscoring' the'
importance'of'using'social'media'as'a'public'communications'channel”'(Dealer'Dot'Com,'2012).'
When'comparing'what'users'found'most'helpful'on'both'dealership'and'manufacturer'pages,'there'was'a'high'
degree' of' consistency' among' Facebook' users' (Dealer'Dot' Com,' 2012).' The'most' helpful' dealerTspecific' content'
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included' “current' inventory,' store' location/hours/services,' special' benefits' for' ‘friends,’' and' dealer' reviews' by'
customers”'(Dealer'Dot'Com,'2012).'
Automotive'dealerships'and'manufacturers'should'“leverage'social'media'to'break' into'the'consideration'of'
loyalists'and'encourage'competitive'switching”'(Dealer'Dot'Com,'2012).'They'should'also'see'social'media'as'a'way'
to'lure'away'customers'from'their'competitors,'after'all'“41%'of'those'who'consider'themselves'loyal'to'a'brand'
are'open'to'switching'to'a'new'brand'if'it’s'more'compelling”'(Dealer'Dot'Com,'2012).''
Dealer'Dot'Com’s'(2012)'research'revealed'that'customers'who'were'offered'a'rewards'program'that'saved'
them'money,'who' read'positive' reviews'written'by'other' customers,' and'who'encountered'a'noTpressure' sales'
staff'were'more'likely'to'consider'switching'to'a'different'dealership.''
To'get'the'attention'of'those'who'are'loyal'to'other'brands,'automobile'dealer'and'manufacturers'should'take'
into'account'such'things'as'the'context'and'situations'of'their'customers'and'potential'customers'(Dealer'Dot'Com,'
2012).'They'should'create'offers'and'craft'messages'that'are'not'only'highly'engaging,'but'are'also'sensitive'to'the'
current' macroTeconomic' climate.' After' all,' the' purchase' of' a' new' automobile' is' probably' the' second' most'
expensive'purchase'most'people'will'ever'make'(Dealer'Dot'Com,'2012).''
To'attract'new'customers,'dealers'should'offer'services'and'incentives'that'are'both'convenient'and'contain'a'
perceived'value'(Dealer'Dot'Com,'2012).&When'those'loyal'to'a'dealership'were'asked'what'it'would'take'to'get'
them'to'consider'switching,'“FortyTfive'percent'said'they'would'be'somewhat'or'very'likely'to'consider'a'different'
dealer'if'they'were'offered'a'customer'rewards'program'that'included'discounts'on'service,'free'tire'rotation,'etc.”'
(Dealer'Dot'Com,'2012).'In'addition,'“Approximately'34%'said'they'would'consider'switching'if'they'read'positive'
consumer'reviews'of'another'dealership'or'if'a'friend'or'family'member'recommended'the'dealership”'(Dealer'Dot'
Com,'2012).'These'findings'underscore'the'importance'of'consumer'reviews'and'reputation'management,'which'
should' be' integrated' into' as' many' social' channels' as' possible' and' published' widely' for' other' customers' and'
potential'customers'to'see'(Dealer'Dot'Com,'2012).&
The' most' significant' discovery' in' the' Dealer' Dot' Com' (2012)' research' was' “the' correlation' between'
consumers'who'are'brand'or'dealership'loyal'and'their'higher'use'of'and'reliance'on'social'media.”'Probably'the'
most'important'finding'in'the'Dealer'Dot'Com'report'was'the'discovery'that'social'media'could'be'a'very'effective'
tool' in' building' and' maintaining' a' solid' base' of' loyal' customers' who' will' then' advocate' on' a' dealer’s' or' a'
manufacturer’s' behalf,' effectively' growing' their' respective' businesses' through' strong' wordTofTmouth' referrals'
(Dealer'Dot'Com,'2012).''
The'Dealer'Dot'Com'study'(2012)'concludes'by'saying'that'they'“see'a'day'coming'when'manufacturers'and'
dealerships'will'measure'social'media'effectiveness'as'diligently'as'they'measure'their'conversion'rates,'costTperT
click'campaigns'and'other'digital'marketing'activities.'In'the'notTtooTdistant'future,'dealers'and'manufacturers'will'
track' the' influence' and' advocacy' that' brought' a' new' customer' into' the' showroom' and' will' reward' their'
salespeople'for'fostering'a'new'‘friend’'or'follower”'(Dealer'Dot'Com,'2012).''
Andrew'Pearson' Page'8' 7/13/14'
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When'Volvo' launched' the'S60' to' challenge' the'BMW'3TSeries'and'Mercedes'CTClass,' it'decided'on'a' crossT
platform' approach' that' took'maximum' advantage' of' digital' technology' (Morris,' 2013).' On' the' desktop,' “Volvo'
employed'large'ad'formats'like'the'YouTube'homepage'masthead,'but'it'was'on'mobile'that'the'campaign'came'
into'its'own.'Interactive'mobile'ads'allowed'consumers'to'explore'a'360Tdegree'view'of'the'S60,'swipe'for'more'
photos' and' videos,' and' locate' nearby' dealerships”' (Morris,' 2013).' Volvo' also' added' an' augmented' reality' test'
drive' experience' in' a' YouTube'masthead' that' provided' something' truly' groundbreaking' (Morris,' 2013).' “Volvo'
realized'that'when'it'comes'to'mobile,'it's'important'not'to'just'replicate'across'screens,'but'to'make'use'of'each'
screen's'unique'capabilitiesTTwhether'it's'geolocation,'interactivity,'or'the'intuitive'fun'of'swiping”'(Morris,'2013).&
“The'result'was'an'increase'in'purchase'intent'of'88'percent,'and'brand'favorability'of'240'percent”'(Morris,'2013).&
Because'of'the'need'to'wow'the'carTbuying'audience'(who'can'be'quite'sophisticated'at'times),'augmented'
reality' has' been' widely' embraced' by' automobile' manufacturers.' For' example,' in' September' 2012,' “Beetle'
billboards'in'Canada'gave'a'call'to'action'that'prompted'viewers'to'download'the'VWJuicedUp'app.'Once'the'app'
was' downloaded,' the' user' pointed' his' or' her' mobile' device' at' the' marker' on' the' billboard' to' watch' the' car'
perform”' (Russell,' 2012).' In'one' sequence,' the'Beetle'bursts' through' the'billboard'and,' in'another'one,'a' ramp'
comes' out' of' the' billboard' and' the' car' flips' around' on' it' (see' the' video' at:'
https://www.youtube.com/watch?v=KRA0SZhKNyo)'(Russell,'2012).'
On' the' blogging' front,' an' automobile' manufacturer' should' set' up' a' company' blog' that' can' keep' both'
customers'and'journalists'informed'about'the'company’s'products,'services'and'events.'One'of'the'leaders'in'this'
area' is' MercedesTBenz.' With' the' “MercedesTBenz' Social' Publish”' platform,1'Mercedes' keeps' bloggers,' online'
journalists' and' anyone' else' interested' in' the' brand' up' to' date' on' the' latest' Mercedes' models' and' upcoming'
events.' It' is' also' a' place'where' all' items' published' about'MercedesTBenz' on' external'websites,' in' blogs' and' in'
digital' magazines' or' on' Twitter,' are' cataloged.' The' portal' is' a' comprehensive' research' source' for' bloggers,'
journalists,'and'anyone'else'interested'in'the'car'brand.''
Blogs' can' go' handTinThand' with' customer' forums,' which' can' be' powerful' platforms' to' disseminate'
information,'as'Toyota'found'out'when'trying'to'market'its'Camry'brand.'“There'are'6.8'million'Camry'owners'in'
the'US—the'problem'for'Toyota'was'that'they'were'virtually'silent'online”'(Morris,'2013).'Toyota'discovered'that'
new'shoppers'were' reluctant' to'buy'a'Camry'without' reading'one'or' two'online' reviews' (Morris,'2013).'Toyota'
saw'this'situation'as'an'opportunity'to'“utilize'digital'and'social'in'a'way'that'inspired'conversation'and'redefined'
the'owner's'role”'(Morris,'2013).'“Alongside'Saatchi'&'Saatchi,'they'created'an'everTevolving'social'network'with'
dynamic' chooseTyourTownTadventure' questions' and' realTtime' stats' based' on' user' interaction”' (Morris,' 2013).'
Dealers'were'enlisted'to'amplify'the'brand'message'through'social'outreach'in'their'own'channels'(Morris,'2013).'
“Through'a'final'display'ad'campaign,'these'realTworld'stories'became'the'research'material'of'the'next'inTmarket'
shopper,' continuing' the' virtuous' cycle' of' Constant' Consideration.' The' result' was' an' 800' percent' spike' in' realT
world'Camry'interest,'and'19'percent'more'sales'leads'than'preTcampaign”'(Morris,'2013)&
''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''1'http://socialpublish.mercedesTbenz.com/en/'(Retrieved:'8'July'2014)'
Andrew'Pearson' Page'9' 7/13/14'
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In' his' article' Social!Media—More! Than! Friends,! Fans,! and! Followers,'Michael' Bowen' argues' that,' although'
social'media' can' be' a' very' good' avenue' to' drive' business,' there' are' some' pitfalls' to'watch' out' for.' “YouTube'
videos'are'a'great'way'to'bring'all'the'media'dimensions'to'your'potential'customers'and'can'greatly'expand'the'
reach' of' a' dealer’s' TV' commercials”' (Bowen).' YouTube' also' allows' a' dealer' to' differentiate' itself' from' the'
competition'and'this'channel'allows'them'to'produce'a'unique'marketing'message'(Bowen).''
Nicole' Case' of' the' web,' search,' and' social,' digital' reputation,' and'mobile' products' and' services' company'
Naked'Lime'agrees'that'YouTube'is'an'important'platform'for'dealerships'(Bowen).'Besides'the'“SEO'value'video'
can'bring,'YouTube'has'a'viewer'engagement'level'that’s'hard'to'match.'Out'of'all'the'content'created'by'social'
marketers'and'posted'online,'videos'are'shared'the'most”'(Bowen).'Nicole'also'notes'the'importance'of'Google+;'
“While' Google+' is' still' a' relatively' new' player,' Google’s' introduction' of' ‘Search' Plus' Your' World’' has' made' it'
imperative'for'dealers'to'have'a'Google+'presence'to'help'them'stay'top' in'search'results'and'top'of'mind'with'
consumers”'(Bowen).'
Michael'Sos,'Dominion'Dealer'Solutions’'product'manager,'interactive'media'agrees,'pointing'out'that,'“Soon'
we'will' see' even' a' tighter' [search]' integration' and' I' believe' it'will' benefit' dealerships' to' recognize' that'Google'
owns'the'eyeballs'of'most'car'buyers'and'for'this'we'all'need'to'embrace'Google+'for'the'future'search'benefit”'
(Bowen).'
Once'a'user'decides'which' social'media' sites' to'use,' the'next'natural'questions' is:'what' content' should'be'
posted'and'how'much'of'it'should'there'be'(Bowen)?'Here'again,'it'is'important'to'understand'your'product'and'
to' emphasize' what' differentiates' it' from' its' competitors.' Nicole' Case' argues' that,' “for' the' best' competitive'
advantage,' dealers' need' to' find' an' area'where' they' can' stand'out' and'demonstrate' their' expertise' online.' For'
example,'a'Toyota'dealer,'whose'vehicle'fleet'is'the'most'fuelTefficient'in'the'industry,'may'become'the'source'of'
best'gas'prices'in'the'area”'(Bowen).''
It' is' also' important' for' dealers' to' post' information' that' their' followers' want' to' see' (Bowen).'Michael' Sos'
warns' that,' “Dealers'need' to' recognize' that' the'majority'of' folks' that'will' receive' their'posts' in'news' feeds'are'
probably'already'customers.'This' is' important'because' this' isn’t' like'direct'mail'where'we'send'out'a'marketing'
message'and'look'to'get'a'one'percent'return'and'burn'the'rest'of'the'list'to'the'ground.'We'need'to'be'loyalty'
minded”'(Bowen).''
New'customers'are'enthusiastic'and'quick'to'reach'out'and'become'a'fan,'but'they'won’t'be'in'the'market'to'
purchase'another'car'immediately'(Bowen).'Dealers'shouldn’t'focus'all'of'their'social'posts'on'the'inventory'that'
needs'to'moved,' they'should'also' focus'on'parts,'service'specials'and'always'keeping' in'mind'that'they'need'to'
grow'their'brand'(Bowen).'“Customers'want'to'see'a'small'business'that'is'connected'to'the'community'and'cares'
about'the'things'they'care'about”'(Bowen).'
Recalls'are'a'fact'of'life'for'every'car'manufacturer'and'it'is'how'a'company'responds'to'these'recalls'that'can'
influence'current'and'future'customers.'In'early'2014,'the'U.S.'automaker'General'Motors'found'itself'in'a'classic'
crisis'management'situation—they'needed'to'recall'1.6'million'cars,'because'that'type'of'car'had'been'linked'to'12'
Andrew'Pearson' Page'10' 7/13/14'
'
deaths'(Goel,'2014).'G.M'.decided'to'take'a'dual'approach—going'about'its'normal'business'while'trying'to'help'
specific' recall' customers.'The'company'had' to'walk'a' tightrope'on'social'media'sites' like'Facebook'and'Twitter,'
where'a'customer’s'perception'of'a'brand' is'affected'as'much'by'what'the'company'does'as' it' is'by'what'other'
people'say'about'it'(Goel,'2014).''
This'issue'shouldn’t'define'G.M.'going'forward,'argues'Dave'Evans,'vice'president'for'social'strategy'at'Lithium'
Technologies,'a'social'customer'experience'management'software'company'based'in'San'Francisco'(Goel,'2014).'
With' this' recall,' G.M.' had' the' opportunity' to' “fundamentally' redefine' themselves' as' an' open,' transparent,'
listening'organization,”'argued'Evans'(Goel,'2014).'
“G.M.' has' a' team' of' about' 20' people' based' in' Detroit' that'manages' its' social' media' presence—including'
monitoring'about'100' independent'auto' forums—and' responds' to' inquiries' and' complaints' seven'days'a'week.'
Another'50'people'staff'a'call'center,'with'as'many'as'50'more'people'helping'out'when'call'volume'is'high,'as'it'
has'been'since'the'recall'began”'(Goel,'2014).'
“A' robust' public' response' is' particularly' important' in' wooing' firstTtime' customers,' who' are' critical' to' the'
company’s'profits”'(Goel,'2014)'and'the'plan'seems'to'be'working'as'the'damage'to'the'company’s'online'brand'
appears' to' be'minimal' (Goel,' 2014).' “Despite' the' barrage' of' headlines' about' federal' investigations' into'G.M.’s'
decadeTlong'failure'to' issue'the'recall,'overall'sentiment'about'G.M.'and'its'brands'on'Twitter'has'remained'the'
same'since'the'crisis'began”'(Goel,'2014).''
In'perhaps'one'of'the'cleverest'uses'of'mobile'and/or'social'media'technology,'geofencing'applications'can'be'
used'by'car'dealers'to'steal'a'customer'while'they'are'in'the'showroom'or'on'the'lot'of'a'competitor'(Drive'Digital'
Group).' “It' is' one' of' the' most' discussed–and' perhaps' most' misunderstood–lead' generation' strategies' the'
automotive'industry'has'seen'to'date”'(Drive'Digital'Group).''
This'is'the'scenario:'a'motivated'buyer'sets'his'sights'on'a'competitor’s'make'and'model'and'heads'out'to'a'
dealership,'ready'to'pull'the'trigger'on'a'purchase'(Drive'Digital'Group).'However,'once'the'potential'buyer'pulls'
onto'the'dealer’s'lot,'they,'unknowingly,'enter'a'targeted'geoTfenced'location'and'a'push'notification'gets'sent'to'
their'smart'phone'(Drive'Digital'Group).'This'push'notification'could'display'a'deal'from'a'competing'car'dealership'
and'it'should'be'a'deal'enticing'enough'to'motivate'the'potential'buyer'to'head'over'to'the'competing'lot,'i.e.,'the'
deal' could'be'an'opportunity' to'get'a' free' iPad'or'a'mobile' coupon' for'$500'with' the'purchase'of'any'new'car'
(Drive'Digital'Group).'After'clicking'on'the'ad,'the'user'would'immediately'be'taken'to'a'mobile'optimized'landing'
page'that'includes'a'call'to'action'(Drive'Digital'Group).''
Automobile' companies' such' as' Audi,' BMW,' Ford,'GM,' Kia,' Jaguar,' Lexus,'Mazda,'Nissan' and'VW,' amongst'
many'others,'have'all'created'mobile'apps'to'help'advertise'their'brands.'Porting'the'BMW'Z4’s'“An'Expression'of'
Joy”' campaign'onto' the'mobile'platform,' the'BMW'Z4' iPhone'application' let'players'explore,' customize,' create'
and'virtually'drive'the'sports'car.'It'also'lets'the'user'“draw”'on'a'canvas'by'using'the'wheels'of'the'car'as'if'they'
were'brushes,'just'like'the'Z4'did'in'the'associated'television'commercial.'This'was'a'highly'creative'campaign'that'
perfectly'highlighted'one'of'mobile’s'best' features–the'ability' to'crossTpollinate' the'marketing'message' through'
Andrew'Pearson' Page'11' 7/13/14'
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several'mediums.'The'app'was'so'successful' it'was'downloaded'over'a'million'times'in'the'first'few'weeks'upon'
release.''
In' what' was' billed' as' the' first' automotive' financial' services' iPhone' application,' Mercedes' released' a' free'
application'to'the'450,000'people'who'used'its'U.S.'financial'services'division'(Weier,'2009).'The'app'let'users'view'
account'details,'such'as'payments'made,'and'due'or'maturity'dates'of'an'auto'lease.'The'app'also'let'users'make'
instant' payments' from' their' bank' accounts' to'MercedesTBenz' Financial' (Weier,' 2009).' The' application' included'
directions'and'maps'to'local'dealers,'links'to'insurance'offerings'and'hotel'room'upgrades'through'MercedesTBenz’'
hotel'partners'(Weier,'2009).'It'also'included'links'and'phone'numbers'to'customer'service'reps'(Weier,'2009).''
The' instantaneous' twoTway' dialogue' between' a' company' and' its' consumers' is' one' of' the'most' important'
aspects' of' mobile' marketing' and' such' callTtoTaction' features' as' clickTtoTcall,' textTtoTjoin,' textTforTinfo,' textTforT
rewards'or'SMS'voting'can'be'used'by'the'automobile'industry'in'a'myriad'of'ways.'For'example,'in'one'Chinese'
BMW' campaign,' 21' Communications' teamed' up' with' China' Mobile' to' promote' a' mobile' ad' campaign' that'
provided' branded' content' downloads' and' prompted' customers' to' schedule' test' drives' on' their'mobile' phones'
(Sharma'et' al.,' 2008).' In' the' campaign,'when'mobile'users' clicked'on' the'BMW'banner'ads'and' text' links,' they'
were'transferred'to'the'BMW'branded'3'series'mobile'site,'where'a'visualizer'tool'allowed'them'to'customize'their'
favorite'3'series'BMW'(Sharma'et'al.,'2008).'A'clickTtoTcall'feature'instantly'connected'mobile'users'with'the'BMW'
call' center' for' test'drive'appointments' (Sharma'et' al.,' 2008).' This' innovative' campaign' (for' its' time)' resulted' in'
over'500,000'unique'visitors'and'50,000'branded'downloads'(Sharma'et'al.,'2008).'
Another'important'use'of'social'media'is'recognizing'and'using'influencers'to'drive'the'marketing'process.'A'
good' example' of' this' is' with' Ford’s' “Fiesta'Movement”' campaign' (Divol,' 2012).' Ford' generated' buzz& eighteen'
months' before' it' reentered' the' US' subcompactTcar' market' with' its' Fiesta' model' by' “giving' 100' socialTmedia'
influencers' a' European'model' of' the' car,' having' them'complete' ‘missions,’' and' asking' them' to'document' their'
experiences' on' various' social' channels”' (Divol,' 2012).' The' social'media' campaign' included' videos' on' YouTube,'
which' generated' more' than' 6.5' million' views,' and' “Ford' received' 50,000' requests' for' information' about' the'
vehicle,'primarily' from'nonTFord'drivers”' (Divol,' 2012).' The'overall' results:' in' late'2010,' some'10,000' cars'were'
sold'in'the'first'six'days'(Divol,'2012).'
Another'example'of'the'use'of'social'network'marketing'is'the'Pinterst'“Volvo'Joyride”'challenge.'Instead'of'
creating'another'commercial'with'a'sleek'and'shiny'car'negotiating'curvy'mountain'roads,'Volvo'took'a'different'
approach.'They'wanted'to'focus'on'the'design'of'the'car–not' just'on'the'road'but'on'today’s'mostThyped'visual'
social'media'platform,'Pinterest'(Cake'Group'New'York,'2013).'The'agency'behind'the'advertising'wanted'users'to'
“become'a'part'of'the'design'conversation'and,'as'an'innovator'and'leader'in'the'social'space,'Volvo'knew'that'to'
attract'fans'their'outreach'had'to'be'a'natural'extension'of'the'Pinterest'platform”'(Cake'Group'New'York,'2013).'
Their'strategy'was'threeTfold:'
1. Leverage'existing'use'of'the'Pinterest'platform.'
2. Organic'promotion'through'partnership'with'influencers.'
Andrew'Pearson' Page'12' 7/13/14'
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3. Work'with'media'partners'to'promote'the'campaigns.''
'
Volvo' created' a' Pinterest' “Wish' List”' asking' users' for' their' ideal' Road' Trip' (Cake' Group' New' York,' 2013).'
“Called'‘Volvo'Joyride’,'users'were'allowed'to'pin'their'entire'road'trip'experience,'including'their'final'destination,'
their'outfit,'the'music'playlist,'the'car'(a'Volvo,'of'course)'and'the'stops'they’d'take'along'the'way”'(Cake'Group'
New'York,'2013).'
For'the'second'strategy,'Volvo'“partnered'with' influential'Pinterest'user'Victoria'Smith'(who'has'more'than'
450,000' Pinterest' followers)' to' participate' in' the' promotion' prior' to' launching' it' to' the' general' public”' (Cake'
Group'New'York,'2013).'Ms.'Smith'created'her'own'Volvo'Joyride'Pinterest'Wish'List'to'inspire'her'followers'and'
others'to'enter'the'contest.'Volvo'then'offered'her'a'car'to'take'her'dream'trip'from'San'Francisco'to'Lake'Tahoe,'
following'her'on'her'road'trip,'capturing'video'of'Victoria'telling'users'how'to'enter'the'contest'and'encouraging'
them'to'enter'to'win'their'own'trip'(Cake'Group'New'York,'2013).'
Volvo'also'worked'with'their'media'partner,'Havas'Media,'to'identify'and'leverage'existing'media'partnerships'
for' promoting' Volvo' Joyride' (Cake' Group' New' York,' 2013).' In' addition,' they' worked' with'My'Modern'Met' (a'
Federated'Media'blog)'and'Mashable'to'craft'articles'about'the'promotion'(Cake'Group'New'York,'2013).'
The'results'were' impressive.'Volvo’s'Pinterest’s'page'grew'from'155'to'1,033' followers' in' just' three'weeks,'
making' them' the'most' followed' luxury' car' brand' in' the'U.S.' on' Pinterest' (Cake'Group'New' York,' 2013).' Volvo'
received' more' than' 827' user' interactions' (like,' comment,' repin),' which' meant' roughly' 80%' of' its' followers'
interacted'with'its'board,'even'though'the'promotion'did'not'require'it'(Cake'Group'New'York,'2013).'“Volvo'also'
earned'media'coverage'in'more'than'20'blogs/online'publications,'which'equated'to'over'66'million'impressions”'
(Cake'Group'New'York,'2013).'
For'a'business,'keeping'an'eye'on'one’s'consumer'is'imperative.'“For'the'allTnew'2013'Dodge'Dart,'the'focus'
was' humor' and' reaching' out' to' millennials' who' like' their' information' served' with' a' side' of' comedy' and'
skepticism”'(Morris,'2013).'That'made'the'irreverent'tabloid'and'Website'The!Onion'the'perfect'partner.'“Dodge'
sponsored'The!Onion's'YouTube'channel'(with'over'200'million'views'to'date)'and'collaborated'on'a'threeTminute'
video'in'which'advertising'for'the'Dart'was'cleverly'smuggled'into'a'sketch'poking'fun'at...'TV'advertising”'(Morris,'
2013).'The'partnership'allowed'the'Dodge'Dart'brand'“to'connect'with'consumers''true'passions'while'affording'
them'the'opportunity'to'share'their'stories,'thus'driving'engagement'and'brand'favorability”'(Morris,'2013).''
In'conclusion,'automotive'manufacturers'and'dealers'need'to'understand'the'importance'of'branding'at'each'
stage'of'the'sales'cycle.'Younger,'openTminded'shoppers'are'increasingly'turning'to'multiple'screens'not'only'for'
research'and'discovery,'but'also'to'share'their'buying'experience'(Morris,'2013).''
Tablets'in'particular'should'become'very'important'for'auto'shopping'(Morris,'2013).'Combining'sight,'sound,'
and'motion'with'the'convenience'of'a'device'that'sits'in'your'lap,'tablets'are'the'perfect'marketing'devices.'Mobile,'
social' and' video' are' radically' changing' the' shopping' ecosystem' as' it' is' being' built' out' (Morris,' 2013).' “By'
Andrew'Pearson' Page'13' 7/13/14'
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harnessing' the' unique' insights' and' immersive,' personal' experiences' afforded' by' digital' brandTbuilding,' auto'
marketers'can'adapt'for'greater'sales'and'longTterm'loyalty”'(Morris,'2013).''
Automobile'manufacturers' should' take'a' crossTplatform'approach.'They'must'do'any'and'everything' to'get'
into'the'“consideration'set”'as'brands'who'are'a'part'of'the'conversation'here'are'three'times'more'likely'to'be'
purchased'than'brands'that'aren’t'(Edelman,'2010).'''
For'automotive'consumers,'“vehicle'attention'may'rise'and'fall'throughout'shopping'and'ownership,'but'there'
are'brand'moments' to'be'won'at'each'stage”' (Morris,'2013).'As'customer’s'opinions' form'and'crystalize'during'
these'three'purchase'path'phases,'brandTbuilding'should'be'a'shared'responsibility'of'the'brand,' inTmarket,'and'
service'teams'(Morris,'2013).'The'winners'in'this'new'era'will'be'the'auto'marketers'who'use'new'digital'tools'to'
identify'and'connect'with'consumers'at'the'moments'that'most'matter'(Morris,'2013).''
In'the'preTmarket'stage,'Morris'(2013)'advises'automotive'brands'to'create'consideration'and'use'digital'tools'
to'connect'with'passionate'audiences'as'well'as'to'align'the'brand'with'something'consumers'care'about.'During'
the'inTmarket'phase,'the'focus'should'be'on'being'found'and'being'favorable'(Morris,'2013).'Driving'consideration'
and' purchasing' intent' across' all' screens' is' important' during' this' phase' as' it' fosters' engagement'with' the'most'
openTminded' shoppers' (Morris,' 2013).' Enabling' endorsements' through' social' and' mobile' channels' during' the'
postTmarket'phase'will'allow'newly'accessible'customer'information'to'anticipate'maintenance'needs'as'well'as'to'
delight'owners'(Morris,'2013).&
Service'moments'and'milestones'can'build'or'erode'longTterm'brand'engagement'and'loyalty'(Morris,'2013).'
Immediately'after'purchase,'87'percent'of'new'owners'say'they're'likely'to'buy'the'same'brand'next'time,'but,'the'
reality' is' only' 56' percent' do' (Morris,' 2013).' Owners' cite' service'moments' as' brand' influencers,' so' automobile'
dealership'should'treat'seemingly'mundane'maintenance'moments'as'important'branding'opportunities'(Morris,'
2013).&
'
Keywords&
Social'Media'Marketing,'Twitter,'Facebook,'automobile'marketing,'digital'marketing,'brand'advertising,'social'
network'marketing,'building'fanbases,'constant'consideration,'Automotive''Purchase'Cycle,'social'media'
influencers,'Blogging,'Geofencing,'Mobile'Apps,'Pinterest'
'
References:)
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http://www.dealermarketing.com/internetTmarketing/socialTmedia/2659TsocialTmediamoreTthanTfriendsT
fansTandTfollowers'
Cake'Group'New'York.'(2013,'March'5).'Best!Use!of!Social!Media!for!Auto!Industry:!Volvo!Joyride.'Retrieved'from'
shortyawards.com:'http://industry.shortyawards.com/category/5th_annual/auto/r7/volvoTjoyride'
Andrew'Pearson' Page'14' 7/13/14'
'
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http://drivedigitalgroup.com/geoTfencingTcampaigns/'
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Digital/1009962'
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http://www.emarketer.com/Article.aspx?R=1010721&RewroteTitle=1'
Goel,'V.'(2014,'March'23).'G.M.!Uses!Social!Media!to!Manage!Customers!and!Its!Reputation.'Retrieved'from'NY'
Times:'http://www.nytimes.com/2014/03/24/business/afterThugeTrecallTgmTspeaksTtoTcustomersT
throughTsocialTmedia.html?_r=0'
Morris,'M.'(n.d.).'Constant!Consideration:!Brand!Choice!on!the!Path!to!Vehicle!Purchase.'Retrieved'from'
thinkwithgoogle:'http://www.thinkwithgoogle.com/articles/constantTconsiderationTnewTvehicleT
study.html'
Russell,'M.'(2012,'January'28).'11!Amazing!Augmented!Reality!Ads.'Retrieved'from'Business'Insider:'
http://www.businessinsider.com/11TamazingTaugmentedTrealityTadsT2012T1?op=1'
Sharma,'C.'H.'(2008).'Mobile!Advertising:!Supercharge!Your!Brand!in!the!Exploding!Wireless!Market.'John'Wiley'&'
Sons,'Inc.'
Weier,'M.'H.'(2009,'October'5).'MercedesTBenz'launches'iPhone'App.'InformationWeek.'
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©'Andrew'W.'Pearson,'2014'