What You Don’t Know Can Kill You – You Dummy!

“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.”
– Mark Twain

Thanks to technology, media types are merging together. Television programming is delivered digitally in a host of different ways. Once printed publications are now online and shared via social media. Direct mail carries messages customized based on data from different household addresses.

This merge is called Convergence, and it is hands-down the most disruptive trend in the advertising and marketing industry today, generating big budget shifts for agencies and their clients. For example, eMarketer predicts that by 2018, digital video ad spending will increase 65% to a total of $12.82B.

Convergence also makes it difficult to distinguish between one media outlet and the next. Most visibly, television and digital video, which are starting to appear and act similarly. This one has the greatest current impact, certainly, but it’s just one small piece to the puzzle. Advertising inventory and tools are all evolving towards performing similar functions. What’s right for you and your dealership today may not be right tomorrow.

So what can you do to leverage media convergence to your advantage and maximize your ROI? Here are a few recommendations from CRG Auto:

  • Traditional TV is still the most effective media in reaching KPIs, (key performance indicators) and should represent a sizable piece of your media mix. However, consider complementing TV’s mass reach with a more targeted one, such as a hyperlocal digital campaign focused on search and social.
  • 87% of viewers use a second screen while watching traditional TV. (Smartphones, tablets, etc.) Adding campaign coordinated website components will create a seamless user experience and increase ad retention. Apply the same elements to search and social, as many of those second screens are tuned in to social media.
  • Data is absolutely essential when it comes to determining the effectiveness of your marketing efforts. Make sure all your advertising channels are set up properly within your analytics tools, review the data frequently, and adjust your media strategy as needed.
  • Don’t forget, storytelling is KING!!! As media types converge, consumers want to avoid a flood of ads. (Remember, people don’t pay attention to advertising, they pay attention to what is relevant or interesting to them.) So rather than blasting them with the same thing over and over again, employ a strategy and tailor your creative, ever so slightly, for each media. With a plan in hand, small tweaks can make a big difference, leveraging each channel’s strengths for a seamless story.

Trends are key. Know what they are and which can be applied to you and your business. Gain access to as much data as you can, reliable data, and connect with people who can help you to interpret it. The more you know, the easier it is to decide which channels to use and, more importantly, which not to use.

Want to learn more on how to maximize this type of strategic thinking to achieve a greater ROI? Just give me a call today… You Dummy!

Charlie Rasak

Content Creation for SEO is Dead

Wait, what? Web and Digital Marketing pros have been telling us for years that the only way to reach the coveted top of the Google Search was through content.  Targeted content. Popular content. Updated content. Content content. Keywords keywords. Smush ‘em in everywhere.

Well, not anymore.

In a recent study of Google Search Ranking Factors, Overall Content Relevance has taken a nosedive, almost down to rock bottom. Taking over the top spots: consumer action and social metrics, including Click-through Rate, and even Facebook Like Totals. (Source: Searchmetrics, December 2016)

This is in stark contrast to Google Search Ranking Factors from only two years ago. In 2014, Relevant Terms was at the top of the charts, the #1 factor in getting your site to the top of the Goog. (Source: Searchmetrics, September 2014)

But why the switch?

Think about Google. It is their goal to find what people are looking for. Back in 2014, they did this based on what your website said about you. Trouble was, you could say whatever you wanted about yourself, whether it was true or not, to improve your rank. Google realized this, and now relies on the actions of others to determine what is important/relevant and what’s not. Makes sense.

Unfortunately, it’s not good news for dealers who invested heavily in automotive content creation, including model specific and location-based landing pages, “SEO” content, etc. This type of content continues to trend downward, and it is highly unlikely that it will ever regain its former status.

So, if you haven’t in a while, now is the time to review your digital marketing providers and strategies. (In particular, take a close look at any content creation or “SEO” services you may be subscribing to.)

Don’t speak Geek? CRG Auto can evaluate all your digital marketing efforts for you, calculate ROI, and determine which services you should keep, add, or cut, Just contact us.