Ten years ago, I said (as did many others) that someday soon we'd be reading newspapers on a thin electronic screen, and everything would be wireless. Some people thought we were nuts. Others knew it was coming.
On Wednesday, Apple introduced the much awaited iPad, the "tablet" that is sort of a big iPhone, sort of a small computer. With it, you can surf the web through WiFi or with an inexpensive G3 cellular plan, read eBooks like a Kindle, read newspapers online, play games, use SMM sites like facebook and twitter, run iWork on it, use it for Keynote presentations, and sync it with your iPod. (Knowing how fast Apple products get updated, it will also make a nice tray for your Martinis in a year.)
So what does this mean to the automotive world?
Well for one thing, it's eventually going to put the power of the Internet into even more hands, more often. It will be easier than ever to look up websites, and research products on the go.
For example: A customer wants to buy a new Toyota. They do some research and find that your dealership has the exact model they want in stock, in the pretty blue they've been hoping for. They show up at your dealership with tablet in hand, and talk to your sales person. When he gives them the price, they immediately check it against Dealer B up the street. Dealer B has it in white for $200 less. Guess what? You will probably drop the price for them to make the sale.
So how can dealers take advantage of this?
What if every sales person is armed with an iPad...They can do the price comparison first, and make a better offer to the buyer. With pre-owned, they can show other similar vehicles for sale in the area, and beat the price or point out the better value in their vehicle. Forms can be filled out right on the iPad to save time and paper. And with the advent of new apps, the possibilities are endless.
What about automotive advertising?
Eventually, targeted advertising will become so efficient that you'll be able to practically pick exactly who sees your ad. Someone accessing WiFi in the 33322 area code with a 700 credit score looks at an article on the new Camaro...and the local Chevy dealership's ad displays, with a Camaro and an offer. Plus, the electronics wiz-kids are finding new ways to incorporate sponsorships into the games, apps and pages you visit. Wouldn't it be great to have some product placement for your dealership in Grand Theft Auto?
The past 60 years has taken us from the Atomic Age to the Space Age, and into the Computer Age. Now we're at the beginning of the Digital Age, and it's going to be a wild ride. Are you ready for it? We certainly are, and we're looking forward to this incredible future.
Christopher Pinto,
Creative Director
Engelhardt & Partners Automotive Advertising
http://epadv.com
954-927-2886
No comments:
Post a Comment