dealerships

[Video] Google’s 5 Auto Shopping Moments – Part 1: Which Car Is Best

In this series of video blogs, Flick Fusion COO Tim James shares Google’s 5 auto shopping moments that every dealership should know and how to take advantage of those moments to lead customers to your dealership.

Consumers Like Video So Much They’re Paying More To Watch It

by Tim James

Video, and especially mobile video, is fast becoming the media of choice for consumers of all ages. From the cable-free movie, to online streaming services, to the latest and greatest phone apps storming the scene, we are all consuming data at a record pace. According to a white paper by Cisco, mobile data has increased in size nearly 30 times since the year 2000. And mobile video accounts for 55 percent of all data traffic.

Today, consumers are increasing data plans with their cellular phone companies so as to consume more video – and they’re doing so willingly — according to a recent article on Mashable. The article reports the massive growth of the mobile live-streaming app, Meerkat. With Twitter entering the live-streaming market Monday via their recent acquisition of Periscope, smartphone users are finding more ways to share video with each other than ever before. In fact, in less than 24 hours, Periscope broke into the top 50 apps on the iTunes app store illustrating the remarkable demand for video content. And, according to the article, “wireless carriers have invested more the $1 trillion in the last few years to build out networks capable of serving massive amounts of data and high speeds.”

And as far as video itself — Almost every major social media application has integrated video into their platforms. Why? Because that’s what their users want. Videos are given more organic reach on Facebook. Platforms are opening up their APIs to allow for video embedding. User-generated video content is exploding. And consumers have made it very clear that they like video content so much that they are willing to increase their cellular phone budgets so as to consume more of it. If this is the case, then why not market to them in their format of choice?

Back in the day, most people read physical newspapers and watched local television… and that’s where car dealers advertised. For lack of subscribers, newspapers moved online, or went out of business. And then, as streaming video services became a more popular (and less expensive) alternative, people started ditching cable.

None of us knows what the future will bring. Change will come, but we don’t know what or when. All we do know for certain is that right now… video is where consumers have placed their attention. And not just video, but especially in mobile format. If only for that single reason, that’s the content car dealers should be producing. Take a look at your marketing and see how you can improve on your video content. It would also be wise to ensure that your web content and any video is mobile ready, so this new generation of consumers can access and even share your content.

Marketing Trends Illustrate the Importance of Video

by Tim James

If you still aren’t sold on the importance of video marketing, it only takes a brief glimpse into recent news to illustrate just how important video is in marketing. There are many news stories relating to acquisitions, statistics and trends, which highlight the increasing importance – and value – that platforms of all kinds are placing on video content. The common thread that exists throughout all of these stories is companies recognize consumers have a strong desire to view video content and are positioning themselves to be able to serve that up.

Consider these recent stories:

  • Facebook videos are now receiving 3 BILLION views per day. Facebook is all about relevance. It wants to serve up content that its users want to see. A recent report by social media company, SocialBakers, reported that video posts surpassed all other types of content with the highest organic reach as well as highest fan reach. In addition, Facebook gives videos that are directly uploaded to their site more organic reach than videos shared via link from YouTube. This is in an effort to boost its own video platform. Facebook has even begun to solicit celebrities and large media companies to upload their videos straight to Facebook, rather than YouTube or other platforms.
  • Twitter recently renewed its agreement with Google to allow access to Twitter’s data stream. Since their breakup in 2011, Google has had to scrape Twitter in order to serve up tweets in search results. With this new agreement in place, Google can now index Twitter content in real-time providing more SEO benefits for Twitter content. Seeing as Twitter recently added a feature allowing video tweets, it’s entirely possible that Google could serve up your tweeted videos in real-time search results.
  • Last November, in order to deliver better video ads across its many properties, Yahoo acquired BrightRoll, a video ad delivery platform, for $640 million. One month later, they acquired Evntlive and Ptch, both of which cater to the video content industry and, according to many sources, made them the largest video platform in the United States.
  • Even AOL has been bolstering its video capabilities with the acquisition of three video marketing companies in the past 5 years –the 5Min video platform for $65 million in 2010, Adap.tv for $405 million in 2013 and, most recently, Vidible in December, for an estimated $50 million.
  • There has also been a plethora of video sharing apps emerging in the last few years such as Vine – which ultimately partnered with Twitter – and Instagram, which added a video sharing feature and was purchased by Facebook for $1 billion.
  • And last, but far from least, we have the largest player of them all – Google – which acquired YouTube way back in 2006, and has grown it into the second largest search engine in the world. It is currently racing Apple to become the first company to be valued at $1 trillion.

This is just a small sample of the investments major companies are making in video. It shows the importance successful businesses are placing on video content. And, I would say, a strong belief that video content is the future. I highly doubt anyone could argue against the fact that these companies know what they’re doing, simply based on their combined net value of $1.3 trillion. If all these companies were joined into one country, this humungous sum of money would place it at number 16 out of all 194 countries in the world.

I’d say they know what they’re doing.

Winning Is Knowing The Rules Better Than Your Competitor

by Brian Cox

On January 11, the New England Patriots faced the Baltimore Ravens in a contest that would dictate which team moved onto the AFC Championship game. Going into the game as heavy favorites to win, the Patriots quickly found themselves losing the game 14-0 quickly. Undeterred, they powered through trading touchdowns with the Ravens for the remainder of the game to ultimately win. The real story that comes out of this win, however, is how the Patriots reached into their bag ‘o tricks to achieve what they had come to – win.

Several players on the Ravens were quoted as follows in an article in the Boston Globe

“They pulled out every trick play in the book” – Chris Canty, Ravens defensive end.

“They couldn’t just drive the ball down on us regular. They had to do something tricky.” – Ladarius Webb, Ravens cornerback.

“You’ve seen one gimmick, you’ve seen them all.” — Terrell Suggs, Ravens linebacker.

And the most profound…

“It’s not something that anybody’s ever done before.” – John Harbaugh, Ravens head coach.

John Harbaugh and the Baltimore Ravens were not just upset that they had lost, but that they had done so because of what they deemed trickery on the part of the Patriots. Their anger, however, was misdirected as the Patriots did nothing wrong, according to the NFL rules.

New England Patriots quarterback, Tom Brady, summed it up best in his reply to their criticisms when he said, “Maybe those guys got to study the rule book and figure it out? We obviously knew what we were doing.”

Patriots coach Bill Belichick did. Any other team in the NFL could have pulled off the plays and formations that the Patriots did which helped them win that game – but nobody ever had. By knowing the rules and using them to his team’s advantage, he was able to throw unexpected plays and confuse his opponents enough to win. On the other side of the field, Baltimore Ravens coach John Harbaugh, was complaining about the rules and how the Patriots won. He was so incensed during the game that he even, literally, cried foul (and got one) when he ran onto the field to argue with officials.

Being successful in business and marketing is no different. Dealerships have so many rules placed on them by so many different regulating bodies, it’s surprising that they can say anything more than “Here is our car. You should buy it.” To win in the automotive industry, you have to be a leader.

Business leaders are creative. They find ways to innovate and do things that their competitors aren’t. They know the rules of the game backwards and forwards. They find strategies and incorporate plays that nobody else does, and then use them to win. Whether that’s winning a new customer, a star employee or simply sales volume, they have thought about all scenarios and crafted strategies to achieve them. There are plenty of books that tell you how to be a successful leader, run a successful business, have success in marketing and hire superstars. Every business has access to those resources. Success lies in not only knowing the rules but in knowing the rules so well that, when you pull out that trick play, your competition doesn’t know what hit them.