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March 10, 2008
More than Half of Auto Dealers
to Include Internet Video in Their Marketing Mix Within Next 12
Months, According to The Kelsey Group
New study reveals
auto dealers are also rapidly adopting other Web 2.0 capabilities,
including online reviews and social media.
Princeton, NJ (March 10, 2008) --
Web 2.0 advertising tactics and technologies are gaining traction
among auto dealers, becoming an integral element of the marketing
mix. Fifty-nine percent of auto dealers say they plan to use Internet
video on their own Web sites during the next 12 months, up from
the current 33 percent, according to a new study by The Kelsey Group,
the leading provider of research, data and strategic analysis on
local media, small-business advertising, mobile and vertical market
advertising. During this same 12-month period, the percentage of
auto dealers using customer ratings and reviews will rise from 29
to 43, and the percentage using social networking sites will rise
from 15 to 33.
“These findings point to a significant disruption
in the auto dealer advertising space,” said Neal Polachek,
chief executive officer, The Kelsey Group. “There are valuable
opportunities for traditional and new media companies that tune
into dealers’ adoption of Web 2.0 technologies and align with
dealers’ online media-buying intentions.”
In general, auto dealers are shifting more of their
media mix online, with 62 percent planning to increase online media
spending in the next 12 months, compared with only 17 percent for
traditional media. Moreover, 46 percent of dealers will decrease
spending on traditional media, compared with only 8 percent for
online media.
Detailed findings from the study will be presented
at the first annual Ward’s “Automotive Spring Training
Conference,” presented by Autobytel, March 9-11, 2008, in
Tampa, Florida. For more information about this event, visit http://wardsauto.com/springtraining.
Methodology
The Kelsey Group Auto Dealer study was conducted in February 2008
via online survey. This survey of dealer online advertising practices
and intentions was performed to identify best practices and trends
in dealer use of various Internet advertising types. The sample
comprised tier-three dealers (no OEMs or associations), with 71
percent of respondents identified as owner, principal, vice president
or general manager. The survey will be conducted again in fall 2008.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic
analysis on directories, small-business advertising, online local
media, vertical market advertising and mobile advertising. Founded
in 1986, the company has built a reputation as the premier analyst
firm covering the directory publishing community and the emerging
local search marketplace, providing advisory services (The Kelsey
Report®, Interactive Local Media and Marketplaces), publishing
(Global Yellow Pages™), consulting (more than 400 individual
assignments) and conferences (71 events). For more information about
the firm and its services, visit www.kelseygroup.com.
For more information contact:
Eileen Pacheco
eileen@tango-group.com
(781) 556-1026
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