Dealer Marketing Magazine: When automotive shoppers are doing research on vehicles and dealerships, what do you think is more influential—video ads or content videos? Also, consumers do a lot of online research before they buy. Many dealers are missing this opportunity to capture and engage car shoppers early in the buying cycle when they are doing research, and content videos are a great way to do this. Consumers are searching for these videos, so dealers should have them available. Content videos are the way to do that. Where millennials go, other generations follow. TJ: There are two new technologies that will soon elevate video marketing to a whole new level: CRM integration and virtual reality (VR) videos. This is called behavior-based marketing technology, which creates user profiles of individual consumers. When matched to customer profiles in a CRM, dealers are able to generate relevant and targeted messages that appeal to individual buyer interests. For auto dealers, this exciting new medium is ideal for creating immersive, VR inventory videos.
Part Two: Ads vs. content videos, consumer behavior, and emerging video technology
Last week, in the first part of the November cover story on video marketing, Tim James of Flick Fusion, Gary Galloway of Netsertive, and Mike Martinez of AutoPoint discussed why video is necessary for dealerships, how it doesn’t have to cost a fortune to implement, and what elements an effective campaign should include.
In the second part of the feature, they dig deeper and discuss the pros and cons of video ads vs. content videos, consumer behavior and target audiences, and emerging video technology, such as virtual reality, that will make it an even more potent marketing tool.
Dealer Marketing Magazine: When automotive shoppers are doing research on vehicles and dealerships, what do you think is more influential—video ads or content videos?
Tim James: A video isn’t a different type of marketing message, it is a better way of delivering your marketing message. Ads and content both serve a very distinct purpose in your marketing strategy, and that purpose does not change when being served with a video.
Where I see video ads being the most successful are in a retargeting strategy, displaying ads to viewers who have already viewed videos on your dealership’s website. This keeps that vehicle and your brand top of mind while keeping your ad campaign affordable.
Keep in mind that video ads are still ads, and many consumers just tune ads out. In order for ads to be effective, they should link the viewer to a landing page that not only displays the video in the ad but also other videos that promote your dealership, as well as a call to action and lead form. Don’t just link the ad to your website; the consumer will land on the home page and ask, “now what?”
[Regarding content videos], a dealership can have inventory videos, new model test drive videos, model comparison videos, value proposition videos, customer testimonial videos, employee spotlight videos, educational videos, and service department videos like how-tos. These videos allow dealerships to really get across the personality and culture of the business, and of the people who work there.
Also, consumers do a lot of online research before they buy. Content videos can help with this phase of the shopping process. Inventory videos are great for the final stage of the car-buying process, but to bring car shoppers down funnel, dealerships should have videos on car-buying tips, as well as model-level videos and trim-level videos that explain and highlight features to consumers. Many dealers are missing this opportunity to capture and engage car shoppers early in the buying cycle when they are doing research, and content videos are a great way to do this.
According to Google’s November 2015 report, “The 5 Auto Shopping Moments Every Brand Must Own,” the top three types of video content that consumers search for are vehicle test drives, highlights of features and options, and walk-throughs of the interior and exterior of the vehicle. Consumers are searching for these videos, so dealers should have them available.
Gary Galloway: Dealers should have a combination of the two. Try embracing a 30/70 rule: 30% branding, 70% sales promotion. This will enable dealers to tell the product-focused story, while differentiating their showroom (or promotions) from others in the local market.
To be influential, it’s critical that video advertisements show real people using products whenever possible, as it gives buyers a better understanding of the vehicle, its capabilities, unique features, and more. With today’s car buyer spending less time researching online, it’s critical that each digital touch point is rich with information, and enables the buyer to easily locate the dealership and plan a visit.
Mike Martinez: Content videos, absolutely. Because customers want to research their options before they buy and content videos answer their questions, guide them down the path to purchase, and link them to a specific dealership.
Video ads are great for getting the word out, but customers aren’t going to choose your dealership for the OEM or the models you sell—those days are over. Customers are going to choose your dealership because you’ve convinced them you have exactly what they’re looking for. Content videos are the way to do that.
DMM: When creating dealership video content, is it best to aim it primarily at the more video-focused millennial audience and hope other buying groups will follow, or should marketers try to create videos with a “one size fits all” mindset?
TJ: Certainly millennials consume video content at a greater rate than any other generation. But video increases engagement with all consumers in every generation.
As mentioned previously, a video isn’t new content, it is a better way of delivering your current content. You don’t have to change the purpose of your content just because you are delivering it via a video. The primary target for a video marketing…
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