As we catch our breath after the excitement of Digital Dealer 14, we still took time to check out what’s new in automotive digital marketing. Below, we highlight some of our favorite news stories and articles from the week—and take a look at what they mean for your dealership.

How Volkswagen Will Rule the World (forbes.com)

Martin Winterkorn, the man at the head of Volkswagen AG, knows he faces an uphill battle when it comes to his goal of making VW “the world’s most profitable, fascinating and sustainable automobile manufacturer” by 2018. However, he’s got some impressive tools to achieve this goal: the monumental scope of Volkswagen’s influence in its hometown of Wolfsburg, Germany, and a new modular assembly system which will allow the company to build all of its vehicles from just four basic tool kits.

Key Takeaway: Volkswagen’s grand ambitions could have profound effects on the brand’s dealerships (especially the new emphasis on direct factory sales). In addition, dealerships in other OEMs should be keeping an eye on Volkswagen’s progress. Even if Winterkorn doesn’t meet his goal, chances are that VW’s role in the automotive industry will look very different in just a few years.

Read more: http://www.forbes.com/sites/joannmuller/2013/04/17/volkswagens-mission-to-dominate-global-auto-industry-gets-noticeably-harder/

Big Pickup Trucks: Americans Are Snapping Them Up Again (wsj.com)

In addition to the rebound of the automotive industry as a whole, pickup sales are also showing a sharp upturn. This article reports that “[sales] of large pickups are up 20% for the first four months of this year compared with a year ago—bigger gains than in small cars or midsize cars, according to Autodata Corp.” Because of this, automakers are gearing up for an increased demand in 2014.

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This week, we’ve been looking at what the future holds for automotive digital marketing while taking inspiration from trendsetters outside the industry. Some of us even had time to sit down and check out a book!

How Jenna Lyons Transformed J.Crew into a Cult Brand (fastcompany.com)

The fast-paced fashion industry and the world of digital marketing might not seem to have a lot in common at first glance, but we found this revealing look at Jenna Lyons, J.Crew’s executive creative director and president, particularly inspiring. Lyons details how she spurred transformation in the brand by looking at the larger issues. “When something hasn’t been as beautiful as it can be, the reason is always bigger than the thing.”

Key Takeaway: Innovation doesn’t happen automatically. Change requires the earnest collaboration of creative individuals with room to experiment. Figuring out how to achieve this experimentation and measure the results in a fast-paced industry is the challenge we face—and embrace—every day at 3 Birds Marketing.

Read more: http://www.fastcompany.com/3007843/creative-conversations/how-jenna-lyons-transformed-jcrew-cult-brand

Google Maps to Get a Major Design Overhaul (searchengineland.com)

Google Maps is a valuable tool for automotive dealerships, since the majority of a dealership’s customers come from a small radius. The current Google Maps interface could be getting a new interface in the near future, according to this report. The changes include everything from map colors and icons to a new local search filter tailored to friends in your Google+ circles.

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This week, our reading sources ran the gamut from Pinterest tips and tricks to crisis management solutions. Check out what we’ve been looking at recently, and how we’re using this knowledge to provide even more tailored solutions for our customers.

5 mistakes to avoid on Pinterest (ragan.com)

Pinterest is one of the more engaging social networking sites to gain traction in recent years, thanks to its fun layout and dedicated followers. If you’re thinking about using Pinterest for your dealership, though, it’s important to avoid mistakes like missing optimization opportunities or straying away from your audience’s interests.

Key Takeaway: Even a tool as seemingly informal as Pinterest can be ineffective or even harmful to your business. Understanding how a network works and how to get the most out of it is crucial before including it in your social media strategy.

Read more: http://www.ragan.com/Main/Articles/46594.aspx#

Ten Steps for Managing an Online Crisis (Social Media Today)

It’s every modern business’s worst nightmare: a rapidly-escalating social media catastrophe, and you with no plan of action. In an era where just one angry customer can make their voice heard, this article offers 10 great ways to deal with the fallout—as well as for starting your preparations now.

Key Takeaway: Recent news has shown that even the largest businesses aren’t immune to this threat. Eye from 3 Birds Marketing can help you protect your online reputation by streamlining the review process and helping you to resolve issues before they escalate.

Read more: http://socialmediatoday.com/ginidietrich/1426981/ten-steps-managing-online-crisis

J.D. Power Forecasts 2025 Vehicle Mix (Automotive Digest)

Increased consumer interest in alternative powertrains has been evident for some time, but a recent J.D. Power and Associates report has bold predictions for the road ahead. “By 2025, it is likely that more than one-third (36%) of new passenger vehicles in the world will be equipped with alternative powertrains,” this source claims.

Key Takeaway: Changing automotive trends mean that dealerships must adapt their messaging to respond to new consumer expectations. Customers will want to have clear information about their new options and faith that your dealership can support their vehicle throughout the service lifecycle. A blog post or newsletter article is a great way to start introducing these new models to your audience.

Read more: http://automotivedigest.com/2013/04/j-d-power-forecasts-2025-vehicle-mix/

The biggest mistakes logo designers make (Creative Bloq)

Not all of us are designers—but just about everyone will admit that a logo can tell you a lot about a business. This article highlights some notable examples of logos gone wrong (including one instance of automotive copying).

Key Takeaway: Our hard-working Creative department is dedicated to providing marketing pieces that fit your business’s values and branding. This inspirational piece is evidence that the smallest details can make a big difference. That’s why our campaigns, newsletters, and other solutions go through numerous revisions before reaching your customers.

Read more: http://www.creativebloq.com/logo-design/mistakes-2131959

We’re big readers at 3 Birds Marketing. By staying on top of the latest news, we’re better prepared to serve our customers and anticipate upcoming needs. A great article can even be the inspiration for a new, more elegant solution or lead to a valuable opportunity down the road. Here’s what we’ve been reading this week.

Are American Cars Reliable, And Does it Even Matter? (AutoGuide.com)

Perceptions of domestic automakers from the 1970s are still impacting some buyers today, as this insightful article shows. Understanding why these perceptions exist (and not with foreign brands in similar situations) creates new opportunities for drawing back straying customers.

Key Takeaway: Dealerships can address consumers’ concerns without explicitly referencing unfavorable perceptions. Position your dealership as an extension of the brand and emphasize the reliability and peace of mind that customers can enjoy.

Read more: http://www.autoguide.com/auto-news/2013/02/are-american-cars-reliable-and-does-it-even-matter.html

New Car Shoppers Would Rather Get A Better Deal On A Current Model Than Delay Purchase For A Redesign (PRNewswire)

A recent survey conducted by AutoTrader.com found that 57% of shopper do not feel it’s important to wait for the latest redesign of a model, and even more would prefer to “take advantage of a good deal on the current model.” Managing and catering to these consumer desires is crucial to your dealership’s success.

Key Takeaway: You can appeal to this type of customer with messaging focused on instant rewards and a sense of urgency. Work to include this in your positioning with lines like “Drive the 2013 [Make] [Model] off the lot today—and save plenty for tomorrow.”

Read more: http://www.prnewswire.com/news-releases-test/new-car-shoppers-would-rather-get-a-better-deal-on-a-current-model-than-delay-purchase-for-a-redesign-202547391.html

Google Updates Enhanced Campaigns For Google+, In App Mobile Ads (CMSWire)

Many businesses and dealerships are still struggling to use Google+ effectively an aspect of social media strategy. Two new additions could provide added value for your dealership: social annotations, which will show endorsements from “experienced” users following your page; and mobile app targeting, which will tailor ads for app users based on details like location, interests, and demographics.

Key Takeaway: As with any social tool, Google+ is ripe for experimentation. We’re keeping an eye on additions like these and working to integrate them into our strategy to serve our customers better.

Read more: http://www.cmswire.com/cms/customer-experience/google-updates-enhanced-campaigns-for-google-in-app-mobile-ads-020631.php

Study: Customers turn to social media for service (Automotive News)

A new J.D. Power and Associates study has found that consumers are increasingly looking for answers to service questions via social media. Jacqueline Anderson, J.D. Power’s director of social media, highlights this as a challenge for dealers looking to retain customer loyalty, saying “how [dealers] interact with consumers on social media affects how customers feel about the brand.”

Key Takeaway: Use your own social media channels to share useful service information on Facebook and Twitter. Auto tips and “customer friendly” versions of tech speak will humanize the dealership as well as establish your service center as a place customers can come for reliable information and quality service. Ex.: “If your VW Jetta is making a pchugga-wugga sound, you might want to come in and let us check out you timing belt…” (bonus points for having your service director on video making funny car sounds for diagnosis.)

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20130225/RETAIL07/302259974/study-customers-turn-to-social-media-for-service

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