New Media: Why The Automotive Industry is Switching Focus

This is a portion of an article titled Why the Automotive Industry is Shifting to New Media.

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The people have spoken.

They like smartphones. They trust reviews by real people more than they trust “experts.” The use Facebook… a lot. When they want to buy a car, they don’t turn the television on to start doing research. They don’t hear ads on the radio and make a u-turn to head to the dealership.

People like new media and the Internet in general and they’re using it to help make car buying decisions.

Dealers get it. In an industry that is notoriously reluctant to embrace new technologies, a combination of results and the survival instinct are pushing them to go further. Rather than being the late adopters, the industry is helping to blaze the trail with innovative ideas and aggressive techniques.

“As dealers invest in digital marketing education they are starting to understand how search and social work to amplify their brand online,” said Brian Pasch, CEO of PCG Digital Marketing.  “This new knowledge is connecting their entrepreneurial nature with the power of new media.  When the light bulb goes on, dealers can't move fast enough to embrace new media opportunities.”

Even at the automotive manufacturer level, a group of entities often accused of being the slowest moving at adopting new techniques, companies like Ford and Honda are moving quickly and betting high on new media.

Let’s take a look at the different components of new media and the ways that automotive is truly making (and receiving) and impact. (continue)