February 23, 2016

The Year of the Automotive Rockstar: Video is everywhere


You’ve decided that this is the year to make you and your automotive group a digital rock star. It’s not hard to realize that the space has changed dramatically over the last few years and there is no end in sight to the constant evolution of technology.

The most important thing to remember is you must be comfortable with feeling uncomfortable. There is a really good chance you’re not going to know every acronym hung around the neck of the latest and greatest something.

So where do you start? Let’s try a little common sense.

Video has become a vital and necessary string on the digital marketing guitar; however, most of you are playing with five strings instead of the customary six. You and your company have already developed a responsive website, taken a spin or two with display advertising, activated some level of Search Engine Marketing (SEM), email marketing and found a savvy Social Media catalyst.

Don’t believe me?

Look at the quality and the size of the screens you have in your world. The iPhone 6s+ is practically a tablet in your pocket. Tablet penetration has reached 51% of US house-holds, that’s up 13% year-over-year. Smartphone penetration reached 78% of American mobile subscribers aged 13 and older and spending 5.6 hours a day with connected devices. Video is at the heart of that consumption.

Becoming a digital rock star starts with embracing a simple evolutionary principal. Your customers would rather “watch” what you have to say, than “read” what you have to say. Video will complete your six string approach and deliver you metrics that your five string approach has not been able to deliver, at least in a fully transparent world.

Credibility through association is one of the strongest tools a marketer can develop and utilizing the power of Pre-roll or In Content video advertising delivers your message to the mostly highly trafficked sites, before your customers hand selected content. That association is like a back stage pass to your favorite concert.

Video allows you to run in a very unique environment, all while being “associated” with the world’s most premiere publishers. Tell your story, diversify your video platforms, test your audience and creative, but don’t ignore the fact that your instrument does not sound quite right with only five strings.

Whether you need to develop traction with an audience that is hard to reach (Millennials), brand your multi rooftop organization as a market leader or simply want to re-purpose your very expensive TV production, video is a channel that delivers the greatest of sounds.