Welcome back to the latest episode of The Future of Automotive on CBT News, where we put recent automotive and mobility news into the context of the broader themes impacting the industry.
I’m Steve Greenfield from Automotive Ventures, and I’m glad that you could join us.
This week, we’re joined by John Fitzpatrick, CEO of Force Marketing, to discuss the rise of streaming media and how dealerships can spend their budgets wisely.
Fitzpatrick highlights the importance of omnichannel marketing—a strategy that uses multiple channels to create a seamless customer experience. By taking a multi-channel approach, dealerships can maximize the effectiveness of their advertising efforts. However, this approach requires constant refinement to achieve optimal results.
One key takeaway is the necessity of meeting consumers where they are and appearing as frequently as possible to stay top of mind. According to Fitzpatrick, many dealers miss the mark by neglecting streaming ads. With more consumers spending time on platforms like YouTube and Hulu, dealerships are missing a prime opportunity to extend their marketing reach and connect with their audience in a space they frequent.
The benefits of streaming media are undeniable. For one, streaming ads allow dealerships to target specific households precisely and even track which viewers visit the dealership afterward. Unlike traditional TV ads, streaming provides measurable data to help dealerships evaluate their return on investment and refine their strategy.
For dealerships looking to adopt streaming ads, Fitzpatrick recommends a three-step approach.
First, conduct thorough research and partner with marketing experts who understand the complexities of streaming platforms. He stresses the importance of finding partners who not only know how to navigate the platforms but also understand the data they provide and how to apply it effectively to dealership goals.
Second, data must be analyzed frequently to refine and improve ad targeting. For example, dealerships can use real-time feedback to adjust campaigns and ensure ads reach the right audience.
Third, reallocate advertising dollars from outdated methods to focus on streaming media. Fitzpatrick emphasizes that this doesn’t necessarily mean spending more—it’s about spending smarter by shifting existing budgets to modern strategies that deliver better results.
Ultimately, Fitzpatrick stresses that shifting perspectives on advertising is critical for long-term success. Rather than viewing ad spending as just another expense, dealerships should see it as a strategic investment in their future growth. While it requires consistent analysis and adjustment, this approach has the potential to pay off tenfold when executed effectively.
So that’s it for this week’s Future of Automotive segment.
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Thanks (as always) for your ongoing support and for tuning into CBT News for this week’s Future of Automotive segment. We’ll see you next week!
