If you’re involved with co-op advertising then this is an important chart for you to see.
The research is from Borrell and Associates and you can buy the full report here.
This study along with many others recently released clearly indicate the move from traditional advertising to online advertising for local marketing. Local retailers are simply reacting to consumer behavior.
The challenge is that many brand companies still have co-op rules and ad builders that favor spending on traditional media for dealers because that’s the way it’s been done for years and they haven’t figured out how to control online advertising for their dealers.
Providing customization for newspaper ads and radio spots in your marketing portal for dealers just isn’t enough anymore. You need a local digital strategy and the tools to let retailers build landing pages, Facebook tabs, banner ads, e-promo pages and more to reach today’s consumer.
The good news is that the technology is here now that can address this issue. Our ad builder will allow the dealer to create digital landing pages loaded with brand complaint information. Then our system hosts the landing page so nothing will change and we can track every click. These landing pages can be used on the dealer’s site, in Google Adword campaigns, on Facebook, in the brand’s dealer locator and on and on.
The real challenge is to make it a priority to make the change. The sooner you start the better.
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