ited to high-value, interested consumers
and advertisers get unlimited five-second
L2TMedia, an automotive digital marketing company in Evanston, Ill., says its
research has found there are specific types
of content auto shoppers are interested in
during their research process — namely
video. And they’re watching more and for
longer amounts of time.
One Google study says 42 percent of
interested automotive shoppers spent
more than 30 minutes watching video,
and 84 percent of shoppers watched a
video that was longer than three minutes.
With this in mind, L2TMedia says
dealers can be most successful using these
types of video: test drives, features and
options, and walkthroughs.
The company adds that dealers can
make their videos more effective with
these two targeting approaches:
● CUSTOMER MATCH TARGETING: From
a specific list of their customers,
dealers can create ads that remind
shoppers of the benefits of starting
a new lease (for owners with expiring leases), make viewers aware of
other services (for new owners),
and send a message about promotions or sales (for customers who
recently test drove)
● SIMILAR AUDIENCE TARGETING:
Dealers can show their ads to users who
have similar online behavior as
those on your specific customer list.
L2TMedia says once videos are created, dealers can use them in several
ways: original content on their You Tube
channels; as a You Tube ad; in emails; on
social media; and on their websites, where
video is proven to increase search engine
Revving High-Tech Engines
Outside of digital video campaigns,
some marketers are tapping technology
in new and highly effective ways. Case in
point: Team Velocity Marketing, a marketing services firm in Herndon, Va.
Brittani Boice, the company’s cor-
porate marketing manager, says today’s
hyper-targeted and highly personalized
marketing is the key for success in auto-
“In today’s digital world with the
growing ability to track consumer behav-
ior in detail, consumers expect that you
know who they are and what they like,”
Boice says. “Traditional mass marketing
techniques can help build brand, but the
Specifically, Boice says Team Velocity
Marketing offers car dealers and original
equipment manufacturers that hyper-per-
sonalized integrated marketing service via
its proprietary automated technology —
the Apollo Technology Platform® that:
● Identifies consumers who are statistically most likely to purchase
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