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Automotive Search Marketing or Advertising?

Posted on 25. Nov, 2008 by admin in eMarketing Examples

You will find many automotive dealers confuse marketing with advertising or vice versa. While both are important they are vastly different. If you do your homework, you can help your dealership grow through some great advertising and marketing strategies.

Here are the main differences when it pertains to the automotive sector:

Automotive Advertising: Paid announcements with a message or offer from an dealer; the presentation or promotion by an automotive dealership of its products to its existing and potential customers.

Automotive Marketing: The planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

Looking at the above definitions, with some slight modifications to fit the dealership market, you can quickly see where you fit. Some dealers are straight advertisers, but think they are marketers. Other’s take a more systematic approach that involve a semblance of some marketing plan and variety of activities. (Planning a weekend sale does not really fall into this category, although you want it to)

It is easy to see the confusion to the point that automotive dealers think of them as one-in-the same, so let’s drill it down.

Automotive Advertising is just one single part of the marketing process. It involves spreading the word about your special car sale, weekend event, clearance, or the services you are offering such as oil changes, extended warranties, and the like. This often includes strategies such as ad placement, medium, frequency, automotive budget, etc. Automotive Advertising also includes the ad placement whether through traditional means or through Automotive Internet advertsing methods.

Automotive marketing is a large painting, and within that painting you have a variety of images which may include advertising, research, planning, ePR, sales, pricing, distribution, support, strategy, service, development or production, website hosting, community involvement and much more.

Advertising is just one section of the overall painting. The entire picture should take the form of something that works as both individual images and towards the bigger goal of a work of art.

Dealership Marketing is often mistakenly identified as advertising, and often confused when you throw in additional terms like search engine marketing (sem) and search engine optimization (seo). Both are really forms of advertising since they are not necessarily part of an overlying strategy.

The best automotive strategies contain solid dealership marketing plans that address the needs of the entire dealership. If you only look at it as “advertising” then you are truly, missing the picture.

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