The document discusses optimizing a dealership's marketing mix by balancing advertising spend across different media channels. It suggests shifting spending from offline to online media like display ads and search engine marketing to match how consumers now research vehicles online. The right mix should focus ads on driving awareness, engagement, purchases and retaining existing customers. Dealerships should test multiple online ad formats and combinations to engage consumers at different stages. Ongoing measurement is also important to optimize the marketing mix over time based on what performs best.
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Latvijas mediju reklāmas tirgus apjomi, sākot no 2005.gada līdz 2010.gadam. Apkopoti LRA un TNS Latvija, publiskotie tirgus dati un mediju aģentūras Starcom 2011.gada prognozes.
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2010.gada Latvijas mediju reklāmas tirgus prognozesStarcom
Latvijas mediju reklāmas tirgus apjomi, sākot no 2005.gada līdz 2010.gadam. Apkopoti LRA un TNS Latvija, publiskotie tirgus dati un mediju aģentūras Starcom prognozes.
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Latvijas mediju reklāmas tirgus apjomi, sākot no 2005.gada līdz 2010.gadam. Apkopoti LRA un TNS Latvija, publiskotie tirgus dati un mediju aģentūras Starcom 2011.gada prognozes.
Games Passport: Taking advantage of the economic crisis: serving advertisemen...DevGAMM Conference
With the ever-increasing number of online casual players all around the world, the gaming market has become a very attractive source of traffic for advertisers, especially in these current times of economic crisis. At the same time, players are more then ever reluctant to pay for playing. As such, advertisement has become a very important revenue generator for game developers and publishers. In this session we will make the detailed analysis of this situation and will look into the main metrics and advertisement tools available.
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OMMA Display 2011 -- Transformation of the Measurement Industry: How Much Can...Linda Gridley
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Transformation of the Measurement Industry: How Much Can be Attriibuted to M&A? Learn more about Gridley & Company at http://www.gridleyco.com
I facilitated a discussion on "Right pricing LTE … ." @ Informa's Mind Share sessions at LTE World Summit, 22th May 2012, Barcelona, Spain. I should emphasize that this presentation really is a Technologist's view on mobile data pricing and not that of a Pricing Professional (whatever that might mean) responsible for pricing today's (maybe even tomorrows) mobile data products.
Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the opportunities mobile marketing has to offer. Focussing on the ever evolving ways in which companies and consumers communicate and purchase goods, we will look at how exactly mobile advertising is evolving and how it can be used to really elevate your brand. Using recent research on mobile media consumption and tablet usage, we will explore how innovative HTML5 rich media ad formats respond to the increased demand for targeted, personalised brand experiences. Finally we will highlight mobile advertising and rich media best practices in relation to how consumers are currently using their phones.
You'll also learn how to:
Produce a personalised, targeted, customer-specific mobile campaign
Integrate mobile alongside your traditional marketing channels with a focus on "multi screening"
Tailor your mobile marketing strategy to reflect current consumer media consumption trends
Dispel the widely held myths about mobile adverts with a focus on rich media immersive experiences
Can't make the call? Sign up anyway and we'll be sure to send you the recording.
About the presenter:
Zee Ahmad, Head of Business Development, InMobi UK
Zee is InMobi’s Head of Business Development for the UK. He leads the UK’s supply side strategy, developing InMobi’s publisher portfolio, product mix and third party partnerships. Prior to joining InMobi Zee was the UK Sales Lead for Navteq Media Solutions, Nokia’s location based mobile ad network. He has over 10 years experience in digital and mobile advertising.
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ESTONIA: Y2010 media advertising market overview
Igaunijas mediju reklāmas tirgus apjomi, sākot no 2005.gada līdz 2010.gadam. Apkopoti TNS Igaunija, publiskotie tirgus dati un mediju aģentūras Starcom 2011.gada prognozes.
A taster of the results from IAB & MMA supported research into the UK mobile advertising market (June 2009).
If you want to buy the full report then contact James Cameron on james@camerjam.com
OMMA Display 2011 -- Transformation of the Measurement Industry: How Much Can...Linda Gridley
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Presentation by Linda Gridley
Transformation of the Measurement Industry: How Much Can be Attriibuted to M&A? Learn more about Gridley & Company at http://www.gridleyco.com
I facilitated a discussion on "Right pricing LTE … ." @ Informa's Mind Share sessions at LTE World Summit, 22th May 2012, Barcelona, Spain. I should emphasize that this presentation really is a Technologist's view on mobile data pricing and not that of a Pricing Professional (whatever that might mean) responsible for pricing today's (maybe even tomorrows) mobile data products.
Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the opportunities mobile marketing has to offer. Focussing on the ever evolving ways in which companies and consumers communicate and purchase goods, we will look at how exactly mobile advertising is evolving and how it can be used to really elevate your brand. Using recent research on mobile media consumption and tablet usage, we will explore how innovative HTML5 rich media ad formats respond to the increased demand for targeted, personalised brand experiences. Finally we will highlight mobile advertising and rich media best practices in relation to how consumers are currently using their phones.
You'll also learn how to:
Produce a personalised, targeted, customer-specific mobile campaign
Integrate mobile alongside your traditional marketing channels with a focus on "multi screening"
Tailor your mobile marketing strategy to reflect current consumer media consumption trends
Dispel the widely held myths about mobile adverts with a focus on rich media immersive experiences
Can't make the call? Sign up anyway and we'll be sure to send you the recording.
About the presenter:
Zee Ahmad, Head of Business Development, InMobi UK
Zee is InMobi’s Head of Business Development for the UK. He leads the UK’s supply side strategy, developing InMobi’s publisher portfolio, product mix and third party partnerships. Prior to joining InMobi Zee was the UK Sales Lead for Navteq Media Solutions, Nokia’s location based mobile ad network. He has over 10 years experience in digital and mobile advertising.
2010.gada IGAUNIJAS mediju reklāmas tirgus un 2011.gada prognozesStarcom
ESTONIA: Y2010 media advertising market overview
Igaunijas mediju reklāmas tirgus apjomi, sākot no 2005.gada līdz 2010.gadam. Apkopoti TNS Igaunija, publiskotie tirgus dati un mediju aģentūras Starcom 2011.gada prognozes.
A taster of the results from IAB & MMA supported research into the UK mobile advertising market (June 2009).
If you want to buy the full report then contact James Cameron on james@camerjam.com
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𝘼𝙣𝙩𝙞𝙦𝙪𝙚 𝙋𝙡𝙖𝙨𝙩𝙞𝙘 𝙏𝙧𝙖𝙙𝙚𝙧𝙨 𝙞𝙨 𝙫𝙚𝙧𝙮 𝙛𝙖𝙢𝙤𝙪𝙨 𝙛𝙤𝙧 𝙢𝙖𝙣𝙪𝙛𝙖𝙘𝙩𝙪𝙧𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙨. 𝙒𝙚 𝙝𝙖𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙥𝙡𝙖𝙨𝙩𝙞𝙘 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙪𝙨𝙚𝙙 𝙞𝙣 𝙖𝙪𝙩𝙤𝙢𝙤𝙩𝙞𝙫𝙚 𝙖𝙣𝙙 𝙖𝙪𝙩𝙤 𝙥𝙖𝙧𝙩𝙨 𝙖𝙣𝙙 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙛𝙖𝙢𝙤𝙪𝙨 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙗𝙪𝙮 𝙩𝙝𝙚 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙛𝙧𝙤𝙢 𝙪𝙨.
Over the 10 years, we have gained a strong foothold in the market due to our range's high quality, competitive prices, and time-lined delivery schedules.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
Comprehensive program for Agricultural Finance, the Automotive Sector, and Empowerment . We will define the full scope and provide a detailed two-week plan for identifying strategic partners in each area within Limpopo, including target areas.:
1. Agricultural : Supporting Primary and Secondary Agriculture
• Scope: Provide support solutions to enhance agricultural productivity and sustainability.
• Target Areas: Polokwane, Tzaneen, Thohoyandou, Makhado, and Giyani.
2. Automotive Sector: Partnerships with Mechanics and Panel Beater Shops
• Scope: Develop collaborations with automotive service providers to improve service quality and business operations.
• Target Areas: Polokwane, Lephalale, Mokopane, Phalaborwa, and Bela-Bela.
3. Empowerment : Focusing on Women Empowerment
• Scope: Provide business support support and training to women-owned businesses, promoting economic inclusion.
• Target Areas: Polokwane, Thohoyandou, Musina, Burgersfort, and Louis Trichardt.
We will also prioritize Industrial Economic Zone areas and their priorities.
Sign up on https://profilesmes.online/welcome/
To be eligible:
1. You must have a registered business and operate in Limpopo
2. Generate revenue
3. Sectors : Agriculture ( primary and secondary) and Automative
Women and Youth are encouraged to apply even if you don't fall in those sectors.
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2. The right marketing mix
Are we mixing the right set of messages – and
media – for our dealership customers?
Today we are going to share some perspectives on
how to get there…
3. Car dealership advertising mix
We all know that marketing and advertising mix is changing – with Internet advertising growth coming
largely at the expense of newspaper spend…..
Total Automotive Advertising Expenditures by Segment
2006 2011
TV TV
43% Radio
Radio 46%
10%
10%
$13,242 $3,159
$3,105
$15,554
$2,320 Internet $4,264 Internet
8% 13%
$4,322
$7,538 $4,051
$6,185
Other
14% Other
Newspapers 12%
Newspapers
25%
19%
($Millions)
Source: Borrell Associates, 2007. Includes both new and used car advertising.
What is your marketing mix?
8
4. What consumers are doing is not
what dealers are buying…
Over 68% of consumers spend time and conduct research on the Internet prior to purchasing a new
car(1) yet Internet share of dealer marketing wallet does not even come close to this.
We still have an unhealthy reliance on the newspapers…..
Dealer Media Consumer Media
Spend Consumption
100%
Too Little?
90%
80%
70% Internet
60% TV
50% Radio
Newspaper
40% Other
30%
20% Too Much?
10%
0% Source: Jupiter Research Library 2006, NADA.
More consumers will utilize the Internet as a research source and it only makes sense that
dealerships shift advertising spend to match up…
(1) J.D. Power and Associates. 9
5. Activity in offline channels drives
traffic online
Leading Media that Prompt Online Searches by US Consumers, 2007
(% of respondents)
Note: n=15,439 ages 18+
Source: BIGresearch, “Simultaneous Media Usage Study (SIMM) 10” as cited in press release, August 2, 2007
6. Offline and online will achieve a new
equilibrium of use and marketing spend
Function Traditional Projected Use Balance Online
Media Equivalent
Awareness TV Display Ads,
Outdoor Sponsorships
Consideration Magazines Review Sites,
Word of Mouth Research Sites,
Brand Sites
Research Magazines Review Sites
Word of Mouth Social Networks
Promotions Radio Display Ads,
Social Networks,
In-market Websites
Shopping Newspaper In-market Websites,
Online Classifieds
Leads Yellow Pages Dealer Locator
Dealer Website
Trial Test Drive Virtual Tour
Owner Marketing Direct Mail Email
7. Be Everywhere: Beyond Just Search
A More Complete
Mobile
Advertising Solution
Online is innovating
offline:
•Analytics
•Triggers Print Audio
•Formats
Internet
Television
8. So which media cocktail will work
best?
Dealers are all different
And so are consumers
Different messages and media
will appeal at different points
in the purchase funnel
9. Introducing our cast
> RJ Woodring, General Sales Manager
Woody Buick Pontiac GMC
> Mike Hatfield, Sales Director
Dave Mungenast St. Louis Honda
> Bill Smith, Internet & Advertising Manager
Dave Arbogast Buick Pontiac GMC
10. The perfect media mix
Focus your mix on consumer purchase patterns with your business objectives in mind
Pre-selection filter
• Build your dealership brand online
• Offline alone is too expensive now
Engagement filter
• Drive revenue and results now
Purchase filter
• Take care of your customers…the
internet has made it easy for them to
talk to each other
11. Build your dealership brand online
Why do it?
• Prep consumers to think of you when they
become in market
• Tell them what your dealership stands for
• Develop positive dealership name recognition
• It’s way cheaper than offline advertising…
• No, don’t stop advertising offline, just balance
your spend to bring down your cost per vehicle
sold
12. Build your dealership brand online
What to do… What to keep doing…
• Display advertising • TV - but keep branding
1. Maximum reach messages consistent online
2. Retargeting
3. Remarketing
• Billboard - drive people to your
website - not your URL - think
• Have a relevant website
keywords
Lots of content to drive organic search
• YouTube
13. Engage Consumers: New Ad Formats
InVideo ad InVideo ad
(YouTube) (Google Content Network )
YouTube Brand Channel Gadget Ad
(contest module) (game)
15. Drive results now
Why do it?
• Revenue
• Capacity
• Revenue
• Capture highly-qualified
hand raisers
• Revenue
16. Results now
What to do… What to keep doing…
• Buy 3rd party leads • Radio and Newspaper focused
They work and are still way less expensive and on Specials and Promos – TV’s
measurable than offline too expensive to be effective
• Paid search engine marketing here
• Promos, specials and events - anything to drive
sense of urgency
• Again, a relevant website but now focused on
1. Calls-to-action
2. Simple lead forms
3. Specials to pull consumers into the showroom
17. Drive results now
Your manufacturer is running offline promotions that could drive traffic to your showroom - make sure it does.
20. Multivariate: Test multiple “Sections” of
Your Page
Test a headline
Test an image
?
?
A “section” is any area
of your page where
you’d like to test
alternative copy or
creative
25. Simple Results
Combination 57 is
performing the best
Bars represent relative
improvement
Original is
highlighted here
26. Keep your customers
Why do it?
• You spent all that money to make them
your customer…now leverage them to
improve your gross margin
• Your existing customers will spend the most
money on service, parts and their next car
27. Keep your customers
What to do… What to keep doing…
• Email Marketing to Owners – stop calling them • Community Sponsorships
during dinner
• Cable TV
• Scheduled maintenance and promos to keep
• Radio for Service Offers
them coming back
• Email newsletters - keep them tied to your
dealership through community information and
events
• Offer to install car seats and do safety checks
• Social networks & Service Blogs
• One more time…a relevant website but now
focused on
1. The Entire Dealership
2. Service and parts
3. Info about owning and maintaining their
purchased vehicle
33. Web Utilities: Mobile Ads
Google Search Search Ads on Contextual Targeting
Ads for Mobile Partner Sites for Mobile
Ads on Google Ads on search Google Ad Sense for
mobile search results partner results Mobile Content
41. Need more recipes?
> Join “Maximizing Your Media Spend: Five Strategies that Top-Performing
Dealers Use” next – at 11:45 am – with Ken Pfau, Cobalt’s Director of Training &
Consulting
> Visit us at Booth #79
> For more information on Cobalt’s Industry Research visit www.cobalt.com/research