ChannelNet CEO Predicts Personalized Web Marketing Will Drive the Majority of Auto Sales in Australia at Annual AADA National Dealer Convention
MILL VALLEY, Calif.--Paula Tompkins, CEO and Founder of ChannelNet, predicts that the Australian auto market is ready to put consumers in the driver seat with more aggressive Personalized Web Marketing. According to Tompkins, Australians are increasingly Web savvy and flocking in record numbers online to shop for new and used autos. That’s why AADA dealer members were anxious to learn about new targeted web marketing techniques to drive traffic to the showroom. Dealers have become increasingly aware that the old tried and true ways to drive showroom traffic do not work in a wired world.
Tompkins was one of many automotive industry experts representing a wide range of specialties who joined forces at the annual Australian Automotive Dealer Association (AADA) National Dealer Convention. In a session, entitled “The Road Ahead – A Great Debate,” moderated by renowned television journalist Ian Leslie, Tompkins and other experts took an in-depth look at the changing landscape of the Australian automotive industry. Topics as far ranging as the future of internet marketing, the emergence of China in the Australian market and the shortage of skilled labor were discussed and debated in front of a record number of AADA dealer delegates.
Tompkins, a seasoned veteran in the global automotive market, shared her insight on the use of internet-based solutions to improve dealer sales and service. She had some valuable advice to attendees regarding the numerous advantages of providing a highly personalized and branded web experience versus spending money on the more print and broadcast advertising:
“The Australian auto market is just now learning to really leverage the Internet as part of the car buying process,” she said. “The cost of a typical newspaper ad in Australia is astronomical and has limited impact when compared to online marketing. A high-quality website can draw as many as five times the sales leads at a much lower cost.”
Tompkins also stressed the growing importance the internet is now playing in the average Australian’s consumer’s life: “Eighty-nine percent of automotive shoppers go online to conduct research before setting foot in a showroom. The implications this trend offers to drive both sales volume and profit are extraordinary. Dealers and manufacturers are aligning forces to harness Internet marketing, and if dealers haven’t already developed a quality web presence to help customers make purchase decisions and drive them into their showroom, then they are missing a significant opportunity.”
Ron Hailes of Bruce Lynton Automotive understands the power of this new medium. “Ten years ago an associate told me I should get into the web in a big way....I laughed ..I am not laughing now -- it is the dominant lead provider in our business. ChannelNet is taking this to higher levels every day.”
ChannelNet is now working with Australian auto companies, applying its SiteBuilder™ product to expand automakers’ and dealers’ web presence and personalize the online experience for auto buyers. ChannelNet already has established itself in the North American automotive market, using SiteBuilder to power personalized online lease management for Chrysler Financial, Volkswagen Credit, Audi Financial Services, and other auto companies. ChannelNet’s e-Retail Advantage (eRA) program also offers a turnkey web solution for automobile dealers.
About ChannelNet
ChannelNet is a market leader in utilizing interactive technology to market and sell automobiles. A full-service company that creates multi-channel marketing solutions, ChannelNet helps large corporations sell complex products and services by seamlessly integrating the web with traditional sales channels. The company's solutions include interconnected corporate, brand, and sales channel websites, personalized micro sites, guided selling tools and communications portals. For further information, go to www.channelnet.com.