Facebook Advertising for Car Dealers?
Check out this video interview of Ralph Paglia by Dennis Yu:
Automotive Consumers Don’t Just Ignore Irrelevant Marketing Messages from Car Dealers… They Take Action!
Almost all car buying consumers and service customers claim to have received information or promotions from a car dealer that were not relevant to them. This includes offers that show the dealer doesn’t know who they are (71%). Dealers are also guilty of sending mixed, or inconsistent information across different methods of communication (51%). Many times, the dealer’s messaging includes basic errors about the consumers’ identities (41%).
A new Janrain and Blue Research report details out the data in newly-released survey results touting the benefits of social login. In response, more than 9 in 10 respondents have developed an unfavorable attitude to the dealership or taken some kind of action to limit the messaging.
Specifically, 94% of respondents reported taking at least one of these actions in response to a dealership that consistently mis-targeted them in their marketing efforts:
Automatically deleted the emails (68%);
Unsubscribed from emails (54%);
Categorized emails as “junk” or “spam” (45%);
Became less likely to buy products (29%);
Visited the website less frequently (13%); and
Never visited the website again (10%).
Apparently, it only takes a couple of missteps to turn off a sizable proportion of automotive consumers: almost half said they automatically delete emails or categorize them as “junk” after being mis-targeted twice; 38% unsubscribe after receiving two mis-targeted emails.
Use Social Media To Build A Better Database
By delivering data that can be used by auto industry marketers to personalize their communications, social account profile and login based campaigns can avoid these pitfalls, per the researchers, who indicate that 9 in 10 respondents have encountered social login at some point and half use it.
Among Social Login Users, 9 in 10 are Satisfied with the Experience
The primary reasons for consumers to use social logins being faster registration (65%) and one less password to remember (50%). That brings to mind a survey released early last year by Janrain and Harris Interactive, which found that 88% of online adults don’t like being asked to register on a website, with 51% of those turned off by the idea of having to remember another user name or password.
Interestingly, though, social login use is currently not driven by a desire for more personalization; only 12% said they chose social login to “ensure websites are more personalized.” That either implies a lack of awareness of the benefit among consumers, or that they simply are not as enamored by website personalization as they say they are.
Privacy Concerns Obviously Play a Role
Among those not using social login, half say a primary reason is a lack of trust in the company to use their data appropriately, with one-third concerned that the company will post to their feed, and 1 in 6 concerned that the company will spam them or their contacts.
Automotive Consumers May Not Be Convinced of the Value Exchange
In a study released late last year by Forbes Insights and Turn, only 2% of B2C customers said they believe they benefit more than companies when sharing their data, and a majority indicated that their privacy concerns outweigh benefits from sharing information.
Some reassurance would no doubt help: according to the Janrain study, respondents would be most likely to respond to reassurances that the dealership will not contact others in their social network… Sending advertising messages to a customer’s 300 Facebook Friends is not something that automotive consumers seem to warm up to. These same consumers also want to know that their information would only be used to personalize their experience. Sending free trials, gift cards or promotions won’t do the trick for many.
The survey finds that in general, “consumers see value in personalization enabled by social login.” However, the results require a slightly closer look. For example, the study indicates that “60% find suggested products/promotions based on profile info useful.” However, respondents were deemed to find this “useful” if they rated its utility anywhere from a 5 to a 10 on a 10-point scale. (One would imagine that those rating it a 5 would be quite neutral on the topic.)
Even with this rather broad view of “usefulness,” only a minority of respondents would allow mobile phone apps to offer special “Dealership Offers” (49%) or would like suggestions based on their social media account profile info (44%), among others.
About the Data: The data is based on a national survey of 594 adults, most of whom (55%) fell into the 35-64 age range.
Tags: Advertising, Automotive, Automotive Marketing, Automotive Social, Automotive Social Media, Automotive Social Media Marketing, Digital Marketing, Facebook, Marketing, Social Marketing, Social Media Marketing, Social Media Strategy, Twitter
MySpace was, in many people’s opinion, the social network to be on for many years. In fact, in 2006, MySpace surpassed Google as the most visited website in the United States. The decline of MySpace began in 2008 as Facebook rose in popularity and became the newest social network of preference for many. MySpace’s user base has since declined from a peak user base of 125 million to its present day membership (as of June 2013) of 25 million. In 2011, a group which included singer Justin Timberlake, purchased MySpace and they vowed to revive the network.
MySpace has been focusing on attracting business presence and musical talent in addition to revamping the look and feel of their site. It appears that in order to achieve their goal, they felt it was necessary to delete “user blogs which had been maintained for upwards of six or more years,” according to this recent article in SocialNewsDaily.
While many users abandoned MySpace in the mass exodus that occurred between 2008 until now, these users remained loyal and continued to visit and use the site to record and share their daily thoughts and activities. This of course angered those fans that remained loyal; not just because of the loss of six or more years of their digital life; (which some users maintain as sort of a digital diary) but because they felt as if they are unimportant to the site they remained loyal to.
As one user wrote, “You have stolen six years of blogs and something that is priceless to me and cannot be replaced.”
MySpace has a long way to go and a definite uphill battle in its attempt to gain back market share and attention away from other more popular sites. By alienating their most loyal customers and deleting their loyal user’s content, they may have taken a huge step backwards. Big business and music talent certainly want publicity but what good is a social network that has no audience?
While MySpace may yet have to acquiesce and restore the blogs of their customers, they did at least recognize the importance of their customer base, even if only in words, when they made the following statement:
“Change isn’t easy and there has been a lot going on lately. We understand that this information is very important to you. Please understand that your blogs have not been deleted. Your content is safe and we have been discussing the best ways possible to provide you your blogs.”
The point is that loyal customers are the foundation of any business. Building your business on a solid foundation is extremely important. By threatening the instability of that foundation, MySpace may find itself in a position whereby the companies they want to attract have no reason to be there. A social network is, after all, not social if nobody’s at the party. Similarly, no business can survive without customers.
- How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers (mpiworldclass.com)
- MySpace users threaten to sue after years of blogs deleted (telegraph.co.uk)
- MySpace Punishes Its Few Remaining Friends By Vanishing Their Blogs (techcrunch.com)
- No space for over-30s as relaunched MySpace erases its past (independent.co.uk)
- George Zimmerman’s MySpace Page Resurfaces With Racist Comments (kysdc.com)
- Does the New MySpace Ad Pass the ‘Alien Test’? (adrants.com)
- I *Love* The New MySpace (shkspr.mobi)
- How MySpace Totally Blew It’s Big Relaunch (hypebot.com)
- In a Rush to Modernize, MySpace Destroyed More History (activehistory.ca)
- Joining MySpace in 2013 is Like Getting Back With Your Lame Ex [VIDEO] (giantlife.com)
Posted in Automotive, Automotive Digital Marketing, Automotive Professionals, Automotive Social, Automotive Social Marketing, Content Marketing, Millennials, MySpace, Reputation Management, Social Marketing, Social Media Advertising, Social Media Marketing, Strategy, Suppliers
Tags: Advertising, Article Marketing, AutoCon, Automotive, Automotive Marketing, Automotive Social, Automotive Social Media, Automotive Social Media Marketing, Blog, Business, Facebook, Google, Justin Timberlake, Market share, Marketing, Marketing Campaigns, MySpace, Social Marketing, Social Media, Social Media Marketing, Social Media Strategy, Social network, Social networking service, United States