• 0272079032
  • joel@anngowmarketing.co.nz

    Where's the digital marketing innovation in the Automotive Industry in New Zealand?

    The economy is going well cars are selling however because of this there is a tendency in the industry to be on cruise control when it comes to true innovation and digital.

    Has the gap closed in terms of knowledge and use of digital marketing in automotive in New Zealand compared to other advanced markets throughout the world like USA no it has not if anything the gap is larger.

    When people are buying cars regardless there is less appetite to innovate in terms of how we market as dealers to our customers.

    It also doesn't help that a lot of the resources are going to places that don't innovate much (third party listing sites for example) rather than those with the industry's best interests at heart.

    There is also a tendency for suppliers to monopolize in NZ there are really only 2 or 3 anyhow you don't see many automotive specific providers rushing to enter the NZ Market.

    So what you are seeing is the lack of a need to innovate for dealers. Things like re-marketing have been around for a long time and should have been utilized by dealers for years.

    I have a lot of ideas for innovation however I don't have the resources to progress much of them. So I keep them to myself. But I would much rather prefer putting ideas to market for the benefit of the car industry.

    The auto industry is one of the few industry's in New Zealand that doesn't back itself with its own large scale efforts online.

    Further more overseas they see digital marketing in all areas as a key part of dealership operations. They see it as a way of doing business (Albeit the main way of doing business in 2017) so have key roles inside the day to day operation of the dealership like Internet Sales Director. So its not a backroom role its a key front line part inside dealership operations and working automotive industry knowledge and skill is key. Its not just marketing knowledge but actual vehicle sales knowledge, Parts and service knowledge. Real world selling online Not a separated function from dealership operations for entry level people. (Nothing against entry level people but it should be given appropriate priority in relation to what it means to the dealership)

    There will come a time when the market changes again and there will be a need to innovate again however I don't see why we shouldn't innovate now especially while the market is going well.

    Digital needs the resources and to be made a real priority inside dealerships as a key part of operations that is not really happening in NZ. This may seem a slightly glum assessment yes it is in a way but what I want to do is spur further progress for the industry and dealers.

    Automotive dealers need to know the importance of having a highly visible vehicle system on their website.

    I don’t just mean visible to the naked eye but visible to the search engines. This means additional ways consumers can get onto your website.

    If you don’t have visible vehicle listings that are individual pages that are correctly located inside your site what are the consequences? Consumers can’t easily share those pages to places likes of Facebook for example.  Also, naturally there are a lot of other technical disadvantages that goes along with this.

    For example, if you have 350 vehicles in stock but the vehicle listing system is designed in such a way that the individual pages are not visible to the search engines (the likes of google). That’s 350 potential entry points to your site that are not indexed and have no access to the search engines.

    From a marketing point of view many dealerships are missing out big time in potential sales and return on investment performance.

    Is your site all show and no go?

    Getting these basics right is crucial to the long-term performance of your site and overall turnover of stock.

    This happen's often in NZ even in 2017. This wouldn’t happen without being changed in most other countries throughout the world. Why settle for it in NZ? 

     

    ·        Anngow Marketing remains independent and have chosen not to build websites. This position gives us the opportunity to advise you on what are the criteria that is needed in your site to maximise visits and sell cars for you. 

    ·        Anngow Marketing can work with most website builders to oversee and make recommendations to adjust the build to avoid the all show and no go scenario.

    ·        Anngow Marketing specialize in the Automotive industry with seminars, online marketing help and reporting.

    ·        Anngow Marketing has had many years’ experience in all areas of dealerships. Sole NZ owned and operated by Joel Anngow. 

    ·        Anngow Marketing has consulted for dealers in NZ and the Auto industry in overseas markets. You don’t know what you don’t know. Part of being the best online marketer is learning about these things and how they can advantage or disadvantage a dealership long term.

     

    Read our values page to find out about us.

    Call or email me to discuss how I help your business grow.

    Sales are up and the economy is going strong your focus will be rightly on obtaining new customers and market share however don’t forget to put extra effort into retaining existing customers all areas of digital play an important role in that.

    1. Your website is viewed not just by potential customers but by existing customers keep that in mind. Your dealership should be putting their best foot forward. No use keeping successes secret from the public.

    2. How do you portray yourself online no point in putting great blurbs about customer service if it is not backed up by real work and better customer service processes on the ground.

    3. Email marketing and lead management are important to your dealerships future long term. If you have a system use it correctly if you don’t then look at getting one.

    4. Don’t forget about your after sales service departments they very important to your overall dealership and enough focus should go into those areas in terms of customer service.

    5. Measuring customer satisfaction is important however focus should be put onto how do you improve processes and staff knowledge and training to improve in these areas. Customer expectations are high in the area of customer service in the digital age as the customer has alot more information at their finger tips worrying only about the traditional and not the digital wont get you as far in the long term.

    Anngow Marketing have been helping dealers in New Zealand in the field of digital since 2007. We have also advised dealers internationally. If you want non generic help and advise and a real competitive advantage then contact me today. We are 100% pro the automotive industry. Pick one of your own that actively looks to promote the industry.

    Southern Autos are the best Peugeot dealership in South Auckland but don’t just take my word for it check out all the great reviews from happy customers in Auckland on their Facebook page. link below

    Southern Autos Manukau have an absolute commitment to providing the very best in customer service.

    https://www.facebook.com/southernautosmanukau/

    Visit them online and if you have any questions then they have Live chat on their website.

    With a full range of new and used Peugeot cars to choose from then you will find the right car for you.

    Or If you already own a Peugeot then Southern Autos Manukau have a full parts and service department.

    Keep up with the latest promotions on their site. Andrew and their team will look after you and are always aiming to provide the very best in customer service.

    www.southernautos.co.nz

    Southern Autos are the agents for Peugeot in the South Auckland area.

     

    They are located at 1 Bakerfield place Manukau Auckland.

    We are seeking investor and partner interest for a range of new digital ideas to serve the automotive industry in NZ

    Sales are high and the industry is doing well however investment in digital lags behind consumer use of digital channels. We believe this represents an opportunity for the industry long term.

    Historically efforts and investment in digital channels for automotive have been too focused on promoting public to public sales. We want to change that and with new ideas focused on increasing dealer to public sales long term.

    We want to have a larger positive impact on the industry. We believe the industry should do more to promote its interests in the field of digital. Any new project we aim to undertake will be dealer focused only and have no component of facilitating public to public sales.

    With almost 10 years of promoting and helping dealers in the field of digital and training. We are absolutely committed to promoting dealer clients and the industry online.

    The time is right for the industry and dealers to back themselves more online.

    Anngow Marketing is 100% owned and operated by Joel Anngow

    Page 2 of 3

    About Anngow Automotive Marketing

    Joel Anngow brings extensive experience of all the key components of digital marketing. Joel’s previous experiences as a vehicle salesperson and his very early application of dealership digital marketing has enabled him to fine tune all the essential digital tools to maximise and increase potential buyer traffic from all internet sources.Joel has experience in all departments of a franchise dealership in Dunedin. A background in all areas of franchise dealership operations. Anngow Marketing was started in 2007 and has been operating for 10 years.

    Joel Anngow has consulted in other markets including Australia , Japan and the US. Anngow Marketing Dunedin welcome's working with car dealerships and automotive distributors throughout the automotive industry. Read about our Automotive Training website Dealer First.

    Joel Anngow on Twitter