Archive for Nick Matarazzo

4 Reasons to Have a Killer Cross-Screen Strategy

Posted by Nick Matarazzo on October 27th, 2014 at 3:10 pm

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.

4 Reasons a Private Marketplace is Good for Business

Posted by Nick Matarazzo on April 9th, 2014 at 9:35 am

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.

Better Quality
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.
Sweet Freedom
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

Posted by Nick Matarazzo on February 13th, 2014 at 3:04 pm

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.

The Case for Cookies: 5 Ways They Make Life Better

Posted by Nick Matarazzo on October 14th, 2013 at 10:05 am

Recent talk around big data, retargeting, and the potential impact on consumer privacy has unleashed a torrent of criticism and controversy, especially in the wake of the NSA shake-up.
Individual privacy is important, and no (sane) person supports identity theft. But we should be talking more often about how credible businesses are using data to create better consumer experiences.
Recent research has turned up a few insights into how consumers feel about retargeted advertising. An August 2013 eMarketer article citing a study by Adroit Digital and research company Toluna revealed that, “Thirty percent [of those surveyed] had a positive or very positive reaction to retargeted ads vs. 11% who felt negatively about them.”
Our search engines anticipate our queries, music streaming sites know what we want to hear, and our favorite e-commerce companies know what incentive will get us to “add to cart,” so why wouldn’t we want advertising with relevancy?
Here are the five reasons I’m making the case for cookies.

1. We Get Relevancy
The age of unleashing a barrage of ads on every user is over. Attention span is short, space is limited, and marketing dollars are being spent as efficiently as possible. If I’m in the market for a new luxury... Read more

5 Ways Technology Eases Car-Buying Anxiety

Posted by Nick Matarazzo on August 22nd, 2013 at 9:33 am

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