page contents Automotive Thought Leadership: Ralph Paglia: November 2016 My title page contents

Saturday, November 19, 2016

Automotive Digital Marketing Tactical Trends Report Released By Search Optics

Search Optics Releases Automotive Digital Marketing Trends Report

Search Optics Announces Results From 1st Annual U.S. Automotive Digital Marketing Tactical Trends Survey

More than 160 automotive dealers reveal their needs, wants, and decision-making strategies as the importance of digital marketing rises

SAN DIEGO, CASearch Optics®, a leading global digital marketing provider with expertise in the automotive industry, today announced results from its first annual digital marketing trends survey, which spanned more than 160 U.S. automotive dealers associated with a variety of leading automotive brands.
i
The phone survey, conducted in association with Incept Corporation last quarter, provides definitive insight into today’s most pressing digital marketing challenges facing automotive dealers—from decision making, to their needs, wants, and service provider satisfaction levels. Insights from the survey are available on the Search Optics blog in a post titled “Five Essential Questions to Ask Your Digital Marketing Service Provider.”
The survey participants included dealers representing automotive brands from Asia, Europe, and the U.S. Regardless of brand, the dealers unilaterally agreed that their most important goal with digital marketing is to achieve results and a reasonable return on investment. More than 80% of dealers surveyed also said SEO was the most important service they procure through external marketing partners, indicating not only the value that they place on organic website visitor traffic but also the gaps that exist in their internal digital marketing skill sets.
“Digital marketing plays an enormous role in the success of today’s automotive dealers, from driving traffic to the lot to advancing the sales cycle through the use of digital strategies,” said Troy Smith, president and founder, Search Optics. “The survey provides clear insight into the greatest challenges dealers face as the speed of digital change in our industry advances at a rapid rate, and winning more business depends heavily on their ability to keep pace.”
Key findings from the survey include:
  • Top digital services: According to the survey, knowing how to best spend digital marketing dollars across an optimal mix of services is a top concern for dealers. SEO ranked as the top service being leveraged through digital marketing service providers, followed by website, paid search, social media, email, display advertising, and video services.
     
  • Expert guidance: Dealers expressed a tremendous need for insights and strategic guidance from their providers. They want a partner that knows their business and is constantly thinking of ways to help them grow.
     
  • Greatest business challenges: Staying ahead of the competition remains one of the biggest challenges for today’s automotive dealers. Other major challenges include keeping up with technology, gaining insight into market demands, and implementing the most effective digital strategies.
     
  • Top service provider traits: Honesty and integrity are among the most important traits desired from third-party digital marketing service providers.

As part of the survey, Incept researchers asked dealers about their expectations and satisfaction levels when it comes to digital marketing service providers. More information on the survey findings is available on the Search Optics blog.

About Search Optics

Search Optics is a leader in global digital marketing that specializes in custom, integrated solutions with an emphasis on outstanding measurable results. The company uses an uncommon blend of class-leading technology backed by real people. In 2016, Search Optics was named the Google Mobile Champion for the second consecutive year. The company was founded in 1998 and has offices in the North America, APAC, EMEA, and LATAM regions. For more information, please visit www.searchoptics.com. You can follow Search Optics on Twitter, LinkedIn, G+, and Facebook.
Media Contact
Paula Johns,
Paula Johns Communications, Inc.
Twitter @paulajohns
LinkedIn www.linkedin.com/in/paulajohnscommunications
www.paulajohnscommunications.com
Mobile +1.760.522.0941 | Office +1.760.487.1799
BONUS: Search Optics Mobile-First Infographic

Tuesday, November 1, 2016

Did October Car Sales Deliver Mixed Messages to Auto Industry?

Did October Car Sales Deliver Mixed Messages to Auto Industry?

October Car Sales Delivered a Mixed Message to Auto Industry


October New Car Sales Offer Mixed Messages
to Auto Industry, Forecasts Edmunds

SANTA MONICA, Calif. — Edmunds.com, the leading car information and shopping network, forecasts that 1,356,250 new cars and trucks will be sold in the U.S. in October for an estimated Seasonally Adjusted Annual Rate (SAAR) of 17.8 million. This will be a 5.2 percent decrease from September 2016, and a 6.8 percent decrease from October 2015.

Edmunds.com projects that 14,464,835 new cars and trucks will be sold this year in the U.S. through the end of October, down 0.2 percent from the 14,500,744 sales recorded through the first 10 months of 2015’s record-breaking year.
“On the surface, it might look like a slow month for sales, but in fact the industry’s performance was much stronger than the raw numbers suggest,” says Edmunds.com Senior Analyst Jessica Caldwell. “Even with month-to-month and year-to-year sales decreases, a 17.8 million SAAR in October would tie for the highest monthly sales rate of 2016. And considering that there are no popular weekend sales events in October, automakers and dealers can feel encouraged by this month’s performance as they head into what they hope will be a busy holiday season.”
SALES VOLUME FORECAST, BY MANUFACTURER
Sales Volume
October 2016 Forecast
October 2015
September 2016
Change from October 2015
Change from September 2016
GM
246,512
262,993
249,795
-6.3%
-1.3%
Toyota
189,995
204,045
197,260
-6.9%
-3.7%
Ford
189,970
213,105
203,444
-10.9%
-6.6%
Fiat Chrysler
178,245
199,385
192,883
-10.6%
-7.6%
Honda
125,162
131,651
133,655
-4.9%
-6.4%
Nissan
113,008
116,047
127,797
-2.6%
-11.6%
Hyundai/Kia
107,959
110,049
115,830
-1.9%
-6.8%
VW/Audi
39,645
48,087
41,729
-17.6%
-5.0%
Industry
1,356,250
1,455,562
1,430,273
-6.8%
-5.2%
*NOTE: October 2016 had 26 selling days, October 2015 had 28 and September 2016 had 25.

Edmunds estimates that retail SAAR will come in at 14.8 million vehicles in October 2016, with fleet transactions accounting for 16.7 percent of total sales. An estimated 3.2 million used cars will be sold in October 2016, for a SAAR of 38.7 million (compared to 3.2 million – or a SAAR of 38.7 million – used car sales in September).

MARKET SHARE FORECAST, BY MANUFACTURER
Market Share
October 2016 Forecast
October 2015
September 2016
Change from October 2015
Change from September 2016
GM
18.2%
18.1%
17.5%
0.1%
0.7%
Toyota
14.0%
14.0%
13.8%
0.0%
0.2%
Ford
14.0%
14.6%
14.2%
-0.6%
-0.2%
Fiat Chrysler
13.1%
13.7%
13.5%
-0.6%
-0.3%
Honda
9.2%
9.0%
9.3%
0.2%
-0.1%
Nissan
8.3%
8.0%
8.9%
0.4%
-0.6%
Hyundai/Kia
8.0%
7.6%
8.1%
0.4%
-0.1%
VW/Audi
2.9%
3.3%
2.9%
-0.4%
0.0%
                                                                                                                          
More insight into recent auto industry trends can be found in Edmunds.com’s Industry Center at http://www.edmunds.com/industry-center/.
          

About Edmunds.com
Car shopping destination Edmunds.com serves millions of visitors each month. With Edmunds.com Price Promise®, shoppers can buy smarter with instant, upfront prices for cars and trucks currently for sale at 10,000 dealer franchises across the U.S. Shoppers can browse not only dealer inventory, but also vehicle reviews, shopping tips, photos, videos and feature stories on Edmunds' wired site and on its acclaimed mobile apps. 


Regarded as one of the best places to work in Southern California, Edmunds.com was also named one of “The World's Top 10 Most Innovative Companies of 2015 in Automotive” by Fast Company. Edmunds welcomes all car-shopping questions on its free Live Help Line at 1-855-782-4711 and help@edmunds.com, via text at ED411 and on Twitter and Facebook.

The company is based in Santa Monica, Calif. and has a satellite office in downtown Detroit, Mich., but you can find Edmunds from anywhere on YouTubePinterestLinkedIn, Instagram, Google+ and Flipboard.