The reality is that the customer is the customer, meaning no matter how much we want them to shop for a car in a certain way, we can’t control or influence them. We can only follow them and match their content needs to their journey. So, how can you take part in and benefit from the new Video Economy? By giving your shopper access to video at all points of their journey: video ads, personalized videos from your sales associates and service team members, VIN- specific walkaround videos, 360 spins and on-the-road model videos. Make an effort to weave video into every part of your marketing channels, email, text, chat and social platform campaigns — and on every vehicle listing on your SRPs, VDPs, landing and specials pages. Don’t worry if this all sounds expensive — because it is not. We’re in this Video Economy in no small part due to the significant lowering of costs due to technological innovations (your phones are great video recorders) and increased competition from automotive video vendors who are hungry for your business. Dollar for dollar, there is no form of marketing more effective than video to help you compete in today’s Video Economy.
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