FTC cracking down on Auto Dealers advertising
If you read any of the automotive industry trades, you’ve probably noticed more articles related to the FTC and deceptive dealer advertising. This is no coincidence, the FTC recently announced they would be stepping up efforts to crackdown on deceptive advertising, fraudulent add-ons and improper loan modifications…Operation Ruse Control is now in
full effect.
Dealerships that push the envelope and utilize questionable tactics in their messaging are risking a lot more than a unhappy customer. The FTC is handing out big fines for even minor infractions. We always recommend to our clients to play by the rules and create compelling communications that inform the customer and are 100% compliant with FTC guidelines. When clients don’t take that advice, we respectfully decline to work with them. It’s not worth the risk.
Have questions about FTC guidelines? Give us a shout. We’d be happy to walk you through what we do and how we do it.
Facebook Updates: What You Need to Know
Surprise! Facebook has changed it’s algorithm once again in order to deliver more relevant stories to your newsfeed. Facebook
has reported that twice as many users are watching videos on the site compared to six months ago. As of this writing, the latest change in EdgeRank was made to videos that are uploaded or shared.
Prior to this change, a users interest in a particular type of video would be based on interactions such as liking, commenting, or sharing in addition to timeliness factor and affinity score.
Now, Facebook will be factoring in additional interactions, such as unmuting the volume, choosing the “full-screen” option, and enabling high-definition. This change is slight and should not greatly affect video distribution, but it can have a large implications for users who prefer to watch videos without sharing or providing input.
Facebook has also
announced an update to news feed personalization preferences, giving users the control to determine whose stories they would always like to see on their home screen. New preferences give users the ability to:- Select up friends and prioritize them.
– Easily discover new pages similar to those already followed.
– Unfollow friends to hide posts, and refollow.
Note: Unlike Twitter or Instagram, following and unfollowing Facebook users does not affect the friendship connection. A Facebook user will never know if they have been unfollowed.
Digital marketing services at scale: Good luck with that
Most businesses want to scale right? Maximize resources, gain efficiencies and maximize profits. No brainer, right? In the right circumstance, absolutely, but I’m seeing an alarming trend as it relates to scaling digital.
What about high touch business services like SEO, PPC and social media? Yep, you heard right, these are “high touch” services when done correctly. So how do you scale that?
You don’t.
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Key to a successful agency relationship: Define swim lanes
A clear and concise scope of work is one of the most important documents when beginning an agency/client relationship. As the relationship matures and the ways of doing business change, how often do you revisit the scope of work? What should an agency be responsible for? Has that changed with technology and increased business pressures?
The concept of swim lanes isn’t new, but it’s the best term to define the problem and opportunities faced in automotive marketing. The roles of Marketing Communications Companies, Internet Manager, and BDC Managers are becoming blurred. Is the agency responsible for selecting 3rd party lead providers? Is it the BDC Managers’ responsibility to make sure inventory listings are up to date with correct pricing and information? Is it the Internet Managers’ responsibility to update website with correct incentives? Best answer to all these questions: It depends.
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Google’s power play into lead delivery: Are you ready?
Well it’s finally happening. After nearly a year of beta testing in San Francisco, Google is expanding its automotive lead delivery program to include the entire state of California, with other states reportedly soon to follow.
So what does this mean? As automotive marketers, it’s our job to figure it out and provide our clients with a strategic point of view on how this will impact their business. Changes in technology and “new” ways to retail cars are in the headlines daily. But when it’s Google making the waves, you take notice and do some homework.
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