Consumers are increasingly moving between multiple devices—and sometimes using two simultaneously. Chances are, as a marketer, you’ve been thinking about this more than the average person. I get it. As the CEO of an automotive marketing and advertising company, so have I.
Agility. Innovation. Technology. Speed. These are just a few of the words I use to describe the automotive industry—and any good sales organization. As CEO of Jumpstart Automotive Group, I’m always looking for ways to improve the sales process and ROI for our clients, and the efficiency of our business. That’s why I’m embracing the programmatic private marketplace just as wholeheartedly as I passed on an open marketplace.
Programmatic ad platforms are still primarily known for selling remnant inventory at low CPMs, but the industry is moving beyond that. With demand for a contextually relevant environment that reaches real consumers (not fraudulently driven traffic), private marketplaces offer transparency and quality. Now advertisers can hand select a high-performing and trusted publishing partner to work with and still benefit from the automation of a programmatic platform.
The dream is as media buying becomes more automated, salespeople and brands can spend more time on bigger, custom ideas—and less time correcting Excel functions. Content, disruptive ad units, social media, and events (the fun stuff) require person-to-person collaboration, deep thinking, and human power. Let’s use our time strategically and employ the machines for everything else.
Impact Buying Decisions
The more advertisers are able to serve the... Read more
Is "Millennial" A Marketing Misnomer? 3 Ways Automakers Are Appealing to a Mindset Instead of an Age Group
Millennials. There are old ones, young ones, ones who aren’t married (and ones who are), urban ones, suburban ones. The list goes on. Just like with every labeled age group before (Generation X, Baby Boomers, the Silent Generation), it’s virtually impossible to fit this generation perfectly into one, single entity. “Millennial” is a marketing misnomer if unilateral marketing strategies are applied to the lot.
But there are commonalities that can help marketers connect with younger buyers—across lifestyles and sensibilities.
For me, walking the car lot on a Saturday is nearly as fun as a day at the golf course. The shoptalk is great, I get to take something for a spin, and even if I don’t come out with the exact score (or price) I had in mind, I walk away with a sense of satisfaction. But, for many, the thought of having to negotiate one-on-one can be intimidating, and can turn the thrill of buying a new car into pure anxiety.
Choosing what to buy—make, model, trim, and a seemingly endless number of options like warranties and infotainment—is only the first step. Once the vehicle and options are selected, the real research begins: What is a fair, good, or great price—and how do I get it?
Here at Jumpstart Automotive Group, we found that 69% of shoppers listed price as a top criteria when deciding to purchase—making it the second-most important factor behind safety and reliability. This mindset is hardwired into consumers across categories—from apparel to appliances—but price is especially integral to the car-buying process, primarily due to the level of investment and the lengthy duration of ownership.
And I think there is added pressure to get a good deal... Read more