Digital Dealer - March 2019 - 24
M A R K E T ING & ADVERT ISING: Tr a d itio nal
By Jim Boldebook
Founder,
CBC Automotive Marketing
Media Report:
Who Why What
When Where!
Nielsen introduced
their media total
audience report a few
weeks ago and the bottom
line for local retailers was
this: You cannot generalize
or predict media potential
reach without a thorough
and dynamic analysis of
your own potential marketplace. But there are some
interesting factors that
stand out across age, race
and cultural demos. For
instance;
There is a lot of 'simultaneous' usage of various,
available digital and traditional platforms across all
age/demo categories.
Radio is still #1 in total
audience reach during an
average week, reaching
more than 92% of all Americans, more than any other
platform.
The top three total
audience reach mediums
(in this order) are radio, live
and time-shifted TV, and
app/web on smartphones.
The only place to be
after 11pm is on TV.
Adults 18-34 spend
more time on digital than
any other media or any
other age group. 18-34s
are watching very little live/
time-shifted TV.
DVD usage is rapidly
declining.
Smartphones enjoy
the greatest percent of
ownership in TV households (90%).
'Over-the-Air' (not
connected by cable) TV
usage is growing in all
demo/cultural segments.
Prime Time reach
is still 7-9pm, peaking at
9pm.
There are marked
differences in racial/ethnic
media usage. Asians listen
to very little radio. Hispanics listen to a lot more
radio. Black audiences
watch substantially more
live/time-shift TV than
other races.
Smartphones are
most consistent in time/
usage across all ages,
ethnicity/races, averaging
2.5 hours a day.
Over 50% of all adults
use digital devices while
watching TV, and 70% of
those are looking up information related to viewed
content.
The biggest takeaway I
derived from this 18-page
report was that you must
understand your local/
regional marketplace
audience target to maximize your media spend
effectiveness. Unfortunately, most automotive
marketing vendors try to fit
automotive clients into the
mold of their products and
processes.
If you conduct a onepage media habits analysis with each customer at
delivery, you will not only
find out what mediums
the buyer is influenced
by, you'll be able to better
determine a more efficient
media plan filtered by the
type of vehicle (model,
new, used, etc.), zip code,
MEDIA USAGE BY TIME OF DAY IS AN IMPORTANT
METRIC TO LOOK AT. IF YOU WANT TO HIT THE
ABSOLUTE MAXIMUM NUMBER OF PEOPLE IN EVERY
AGE GROUP, JUST PLACE ALL OF YOUR ADS AT 9PM
AND ALL WILL BE FINE."
24
MARCH 2019
D I G I TA L D E A L E R . C O M
http://www.DIGITALDEALER.COM
Digital Dealer - March 2019
Table of Contents for the Digital Edition of Digital Dealer - March 2019
Digital Dealer - March 2019
Contents
A Message from the Show Director
Ask the Experts
DD26 Pre-Show Highlights
Interview with Ferman Chevrolet Mazda
How to Drive Growth Through Digital Marketing
Under the Hood with Automotive Inventory Ads for Prospecting
Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Media Report: Who Why What When Where!
Boost Website Rankings
Building a Powerful Brand is Everyone’s Job
Where Are the Cost Savings?
Tales from the Front-Line of Auto Retail Buy/Sells
Is Your Comfort Inhibiting Your Team's Growth?
Automotive and the Amazonifcation of Everything
The Reports of My Death Have Been Greatly Exaggerated
What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
What Is Your F&I Team Obsessed About?
Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - CT1
Digital Dealer - March 2019 - CT2
Digital Dealer - March 2019 - Digital Dealer - March 2019
Digital Dealer - March 2019 - Cover2
Digital Dealer - March 2019 - 1
Digital Dealer - March 2019 - Contents
Digital Dealer - March 2019 - 3
Digital Dealer - March 2019 - 4
Digital Dealer - March 2019 - A Message from the Show Director
Digital Dealer - March 2019 - Ask the Experts
Digital Dealer - March 2019 - 7
Digital Dealer - March 2019 - DD26 Pre-Show Highlights
Digital Dealer - March 2019 - 9
Digital Dealer - March 2019 - Interview with Ferman Chevrolet Mazda
Digital Dealer - March 2019 - 11
Digital Dealer - March 2019 - 12
Digital Dealer - March 2019 - 13
Digital Dealer - March 2019 - 14
Digital Dealer - March 2019 - 15
Digital Dealer - March 2019 - How to Drive Growth Through Digital Marketing
Digital Dealer - March 2019 - 17
Digital Dealer - March 2019 - Under the Hood with Automotive Inventory Ads for Prospecting
Digital Dealer - March 2019 - 19
Digital Dealer - March 2019 - Data Gaps are Costing You Sales Every Month. Here's How to Close Them.
Digital Dealer - March 2019 - 21
Digital Dealer - March 2019 - Behavioral Data & Artificial Intelligence: The Keys to Marketing Personalization
Digital Dealer - March 2019 - 23
Digital Dealer - March 2019 - Media Report: Who Why What When Where!
Digital Dealer - March 2019 - 25
Digital Dealer - March 2019 - Boost Website Rankings
Digital Dealer - March 2019 - 27
Digital Dealer - March 2019 - Building a Powerful Brand is Everyone’s Job
Digital Dealer - March 2019 - 29
Digital Dealer - March 2019 - Where Are the Cost Savings?
Digital Dealer - March 2019 - 31
Digital Dealer - March 2019 - 32
Digital Dealer - March 2019 - 33
Digital Dealer - March 2019 - Tales from the Front-Line of Auto Retail Buy/Sells
Digital Dealer - March 2019 - 35
Digital Dealer - March 2019 - Is Your Comfort Inhibiting Your Team's Growth?
Digital Dealer - March 2019 - 37
Digital Dealer - March 2019 - Automotive and the Amazonifcation of Everything
Digital Dealer - March 2019 - 39
Digital Dealer - March 2019 - The Reports of My Death Have Been Greatly Exaggerated
Digital Dealer - March 2019 - 41
Digital Dealer - March 2019 - What Have You Done for Me Lately? The Power of Reciprocity in a Slighted Sales World
Digital Dealer - March 2019 - 43
Digital Dealer - March 2019 - What Is Your F&I Team Obsessed About?
Digital Dealer - March 2019 - 45
Digital Dealer - March 2019 - Educating Your Customers Increases Sales and Builds Trust
Digital Dealer - March 2019 - 47
Digital Dealer - March 2019 - 48
Digital Dealer - March 2019 - Cover3
Digital Dealer - March 2019 - Cover4
https://www.nxtbook.com/nxtbooks/digitaldealer/202004
https://www.nxtbook.com/nxtbooks/digitaldealer/202003
https://www.nxtbook.com/nxtbooks/digitaldealer/202002
https://www.nxtbook.com/nxtbooks/digitaldealer/202001
https://www.nxtbook.com/nxtbooks/digitaldealer/201912
https://www.nxtbook.com/nxtbooks/digitaldealer/201911
https://www.nxtbook.com/nxtbooks/digitaldealer/201910
https://www.nxtbook.com/nxtbooks/digitaldealer/201909
https://www.nxtbook.com/nxtbooks/digitaldealer/201908
https://www.nxtbook.com/nxtbooks/digitaldealer/201907
https://www.nxtbook.com/nxtbooks/digitaldealer/201906
https://www.nxtbook.com/nxtbooks/digitaldealer/201905
https://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
https://www.nxtbook.com/nxtbooks/digitaldealer/201904
https://www.nxtbook.com/nxtbooks/digitaldealer/201903
https://www.nxtbook.com/nxtbooks/digitaldealer/201902
https://www.nxtbook.com/nxtbooks/digitaldealer/201901
https://www.nxtbook.com/nxtbooks/digitaldealer/201812
https://www.nxtbook.com/nxtbooks/digitaldealer/201811
https://www.nxtbook.com/nxtbooks/digitaldealer/201810
https://www.nxtbook.com/nxtbooks/digitaldealer/201809
https://www.nxtbook.com/nxtbooks/digitaldealer/201808
https://www.nxtbook.com/nxtbooks/digitaldealer/201807
https://www.nxtbook.com/nxtbooks/digitaldealer/201806
https://www.nxtbook.com/nxtbooks/digitaldealer/201805
https://www.nxtbook.com/nxtbooks/digitaldealer/201804
https://www.nxtbook.com/nxtbooks/digitaldealer/201803
https://www.nxtbook.com/nxtbooks/digitaldealer/201802
https://www.nxtbook.com/nxtbooks/digitaldealer/201801
https://www.nxtbook.com/nxtbooks/digitaldealer/201712
https://www.nxtbook.com/nxtbooks/digitaldealer/201711
https://www.nxtbook.com/nxtbooks/digitaldealer/201710
https://www.nxtbook.com/nxtbooks/digitaldealer/201709
https://www.nxtbook.com/nxtbooks/digitaldealer/201708
https://www.nxtbookmedia.com