Online set to take the title this year at local dealer level (1)Add to My Brief

| 25/05/2007

There is no doubt about it, 2007 is set to be a monumental year for Automotive online, a year that sees the end of the traditional, a year that sees the crowning of a new king.

We commented back in April "Automotive Online Marketing Communications Sales" that online sources have already claimed 4 out of the top 5 spots as information sources for the car buyer,  and now a report released by Borrell Associates earlier this week shows online set to become the top marketing channel for used car marketers at the local ad level, surpassing newspapers for the very first time.

We always knew this was going happen, but the speed in which it has marks a significant shift in paradigm. Local level used car advertising for car dealers has always been the tried and tested method of advertising. “You’ve gotta be in the local papers..” is a comment heard around used car lots nationwide, but now it seems that the final out post for traditional media has been conquered.

With online advertising spend set to increase by a predicted 13% this year, both dealers and marketers alike should consider whether or not that half page ad in the local press is now such a wise investment!

tags: BusinessTechnologyClientsOnline TrendsOnline TrendsMelbourne Web DesignMelbourne

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Comments

Local Press Advertising

It has been known for a number of years that local press has been useless for used car advertising and I think you'll find that very few dealers nationwide use it for that. Where local press is still key is in Service Dept advertising for dealers. It's still cruicial for this purpose and still cheap. I think you'll find your quote of "you've gotta be in the local papers" is never heard in the local car yards. If you actually visited a car yard you would find they can't live without carsales.com.au, it's literally their lievely hood. Some dealers still advertise in the national broadsheets but only after they have already subscribed to their online lead providors. I think you'll find that dealers are already spending a minimum of 25% of the total marketing budget online in some shape or form.

Luke Manion
http://www.alto.com.au

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