According to a recent J.D. Power and Associates forecast, new-vehicle sales in 2008 are expected to reach their lowest levels since 1994, dropping to 14.95 million cars and light trucks. This obviously isn’t good news for our industry, and your first instinct may be to cut back on spending (including marketing and advertising), ride out the rough times and wait for sunnier weather. But if you do that, you’d be missing a huge opportunity.

First things first… if you’re experiencing a slow-down in sales, the last thing you’ll want to do is to cut back on the only thing that can drive sales – namely advertising and marketing.

Second, slowdowns like this are an opportunity for the marketing savvy among us to capture market and mind share so that when things rebound, as they most certainly will, you’re in the driver’s seat.

One way to accomplish this is to ramp up your traditional media spending during this lull. Chances are you’ll even probably see some favorable media rates. But an even more effective way to capture the market and mind share you desire is to employ a number of digital marketing techniques. Such tactics as video emails, email marketing allow you to expand your reach at a cost per contact far lower than traditional media efforts. Here are a few things you might consider:

• 1. Expand your base of opt-in customers – those loyal customers who agree to receive emails and other electronic communications from you.
• 2. Use multimedia and email tools to expand the reach of your television and radio campaigns to your online audience.
• 3. Expand the functionality of your web site to better capture leads and drive them toward closed sales.
• 4. Use online coupons and other offers to create an incentive to act now.

These and other digital tactics, combined with a traditional media schedule, will position you well when the market turns around. Everyone else will cut back… and you’ll use this slow down to steal their customers and their market share.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

Written by: Bryan Eisenberg
Taken from grock.com newsletter
March 28, 2008

Everyone’s using the “r” word. Just a month or two ago, online marketers were whispering the word for fear of contagion. Now it’s spoken out in the open. We all seem to sense that we’re in a recession or that one’s stalking us and tapping on our shoulder.Some sites are experiencing slight sales declines; others are prepping for the recession by trimming marketing budgets and tightening their belts in other areas. Online marketers are being asked to do more with less. It seems it’s going to get worse.

Dealerships around the country, from rural farm communities to the big city big boys, handle their websites in a variety of ways. Some outsource it all, others try to “save money” by handling it in-house with a 19 year old computer whiz.

And that sounds great, but let’s looks at what you might be giving up by adopting the latter school of thought…• When you’re building and managing the site on your own, or with a small local shop, you can’t capitalize on all there is to learn from other dealerships using a common system or provider.
• Dealership Digital Marketing specialists know the business inside and out… they’re specialists in selling cars online – not just in building websites.
• By outsourcing, you eliminate the cost of that dedicated staff.
• You’re unable to tap into various data sources that can keep inventory and other information on your site as up to date as possible.These are only a few of the hidden costs you incur when building and maintaining your web system “the cheap way.” Remember, just like you tell your customers, you get what you pay for.D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

By Steve Latham
From iMedia Connection
March 3, 2008

Marketers are still spending just 7.5 percent of their budgets on a medium consuming 30 percent of their audiences’ time. Find out why and how to raise that ratio.

When was the last time you made a considered purchase (airline, hotel, rental car, jewelry, clothing, electronics, gifts, automobile, etc.) without doing online research before you bought? Even if you prefer to buy offline, would you make a big purchase without pre-shopping on the web? While some still like to do things the old-fashioned way, the vast majority of consumers rely on the web to do research and price comparisons before they make a purchase.

Every marketing, advertising and communications professional is aware of how the web has changed our daily lives. Media consumption has changed dramatically over the past 10 years, with the web now a close second behind TV in terms of daily media consumption. A recent study published by IBM showed that people spend almost as much time online as they do watching TV. Credit Suisse reported that only TV accounted for a higher share of daily media consumption (measured by time) than the web.

But if you think about the quality of that consumption (passive TV viewing vs. active online engagement) it’s not hard to argue that interactive may be the single most important medium for reaching and engaging consumers. By 2011, online consumption will surpass TV as the number one medium worldwide. The trends are unmistakable — media consumption has become very fragmented in recent years, and it’s never going to return to the way it used to be.

Despite this, some industries have been slow to adapt to changing consumer trends. Overall, marketers invest only 7.5 percent of their advertising / marketing budget for online initiatives. If consumers spend 30 percent of their media time online, why has allocation of media budget not caught up? 

Why companies don’t invest online
McKinsey recently published a study of 410 marketing executives in retail, telecomm, technology, business services and energy. McKinsey reported that the primary barriers to online investment were as follows:

• Insufficient metrics to measure impact: 52 percent
• Insufficient in-house capabilities: 41 percent
• Difficulty of convincing upper management: 33 percent
• Limited reach of digital tools: 24 percent
• Insufficient capabilities at agency: 18 percent

Combined, insufficient capabilities (in-house and agency) is the leading (59 percent) deterrent to investing online. This is not a surprise as online marketing is still relatively new, somewhat complex and changing rapidly. Most companies are still trying to make sense of new media and develop strategies to utilize it. After years of one-off efforts, many are taking time to define their key objectives, strategies, tactics and requirements for achieving them.

The tight supply of talent is also a problem. For both brands and agencies, finding skilled people to execute digital strategies is also a significant challenge.

The second leading hurdle (insufficient metrics to measure impact) is a bit mystifying, as online marketing is much more measurable compared to traditional media. I believe this sentiment stems from translating clicks and page views to metrics a CFO will understand (e.g. revenue, profit). 

The economics of online marketing are still challenging for many, which leads to the number three barrier, which is the ability to convince upper management. Only a small subset of marketers can develop a compelling business case (supported by numbers) to convince upper management to invest in new media. But even with a solid business case, it’s still difficult sometimes to convince upper managers to invest in a medium they don’t fully understand.

So far, there should be no surprises. However, the McKinsey study doesn’t tell the whole story. Over the last five years, we’ve worked with dozens of companies with $1 million+ marketing budgets. During that time, we have found several other lesser known reasons that prevent companies from investing online. Several of these are not going to show up in a survey.

1. Misperception that online marketing is only needed if you have ecommerce. Only a small percentage of companies who advertise online actually sell online. In fact, some of the biggest online advertisers do not sell online. But they understand that most consumers use the web to do research before they go to the store. Shop.org reported that more than 70 percent of online searchers make offline purchases. For every person who buys online, three are buying offline. And since people tend to spend more and shop more frequently in-store than they do online, the value of an in-store customer is relatively higher. So traditional retailers, suppliers and service companies should be willing to spend even more to reach customers than their online competitors. Yet, this misperception still persists.

2. Status quo mentality. Many are uncomfortable with change or learning new things and instead prefer to maintain the status quo, doing what they’ve always done. They are more concerned about rocking the boat or putting themselves at risk than they are motivated to achieve great results. The truth is that few will actually get fired for doing what they’ve always done. But this may change when senior managers start asking why they don’t show up on Google, why their competitors are being marketed on Facebook or why their competitors are gaining share at their expense. C-level executives are demanding more from their marketing teams. Those that want to stay ahead of the curve need to realize that if they are not effectively using the web, they are falling behind the competition.

3. Accountability. Some marketers have had the luxury of not being accountable for results. Faced with new technologies and programs that measure results and quantify the impact of impressions, engagements or transactions, these people are threatened. Over the years we’ve heard several times, “I get paid to place the ads (or send the email); whether or not they work is not my concern.” We expect this will change as more executives realize marketing can be measurable, and marketers should be accountable. Again, those who are looking ahead will take action before it is mandated to them. By then it may be too late.

4. Changes to business processes. Online marketing is not just another channel; it often requires a change in how you do business. It first requires alignment between marketing and the IT department; while marketing “owns” the website, the department often relies on IT to make things happen. Second, it poses new challenges for decentralized organizations. If your marketing organization is segmented by brands, product lines or geographic regions, you’ll find it’s a challenge to meet the needs of each stakeholder. For most companies, inter-departmental cooperation and new business processes are required to fully utilize the web to reach and engage each of your target audiences in an efficient, profitable and brand-enhancing way. 

Regardless of the health of the economy, the trends are unmistakable. Digital will continue to take share from traditional media, and marketers must adapt to the changing times. Savvy marketers will take advantage of the opportunities in online and mobile marketing; those who drag their feet are in for an uphill struggle. 

http://www.imediaconnection.com/content/18504.asp