When people talk about the idea of video marketing, the focus is often almost entirely on the videos themselves, that is, the content and the SEO benefits of video. No doubt, video is an excellent tool or medium for enhancing the experience for the shopper by increasing the informational value and the emotional value, but the effectiveness of video does not begin and end with the each individual video. The real goal is to get the right video in front of the right shopper, at the right time and place.
To do this, you need accurate data and effective tools, ideally that integrate with your inventory and dealership CRM. After all, the CRM is where the customer relationship is managed in data points, and the inventory is what shoppers are seeking.
Dealers also need scalability. Often there is a misconception that YouTube is the best (if not only way) to benefit from SEO, and while the SEO benefits can be good, YouTube videos do not drive traffic to your website. They drive traffic to YouTube.
Additionally, with your videos on YouTube, you can’t control who sees what, and when. YouTube is a great online destination, but plainly put, it is not designed for dealers to sell cars and service customers.
In this video, featuring my interview with Flick Fusion COO Tim James, you will hear us get into the importance of how dealers can ascertain data from their videos to enhance the shopper experience, better than any other marketing medium.
You will hear him and I talk about the idea of scalability, personalization, and the use of data and analytics to provide deep insight and marketing attribution, key elements often overlooked in the conversations about video marketing.
Enjoy the video. It’s less than 4 minutes in length, but if you’re interested in the complete conversation then follow this link for immediate access to the entire interview.
Video marketing is not just getting your videos seen, but getting them seen by the right shopper, at the right time. That’s the important part of the equation.
Author: Ryan Gerardi
Ryan Gerardi LinkedIn is Producer and Host of the AutoConverse Future Mobility & Connectivity Podcast a show dedicated to exploring people, ideas, and technologies related to how we are connected and how we get around. Ryan began working in the automotive industry in 2001, establishing his roots in online vehicle merchandising before expanding into digital marketing and now rich media for Automotive B2B. You can keep up with Ryan at http://www.blogproautomotive.com/