Week 13 - Part 1: Online Advertising

Similar Businesses to Fily Willy Auto Care using Online Advertising


It was difficult to find Facebook advertisements searching for businesses I thought would be utilizing this tool.  I was able to find ads in the Facebook Ad Library.  I entered the search term auto care and found some great examples.

 1.  Craftsman Auto Care: Facebook Advertisement


A local auto shop offering a women's car clinic. I find this advertisement very effective as it puts the brand out there, but offered education to the community.  It reached its target market in VA, however, there isn't enough publicly available data to determine if the advertising costs had a high ROI.   It was a week long advertisement with <1K impressions and ≤ $100 spent.  They had a call to action button Buy Tickets and the graphics were attention getting.




2.  Kelly's Automotive Service: Facebook Advertisement
Another local auto shop that is sponsoring awareness of MS to the community.  I find this effective as well as this advertisement goes beyond the scope of auto care and the business itself and used their marketing money for community outreach.  The call to action is to submit stories to their business.  This resonates in my mind (empathy) and increases my likelihood of using their services with their charitable approach to MS sufferers.
3.  Bridgestone Tires: Twitter Advertisement

 I find Twitter advertisements annoying.  The feeds themselves are busy and dense as is.  The benefit of using Twitters Ads is that you pay for the click and not impressions, so the visitor would have to take action for the sponsor to pay and targeting can be very specific.   The target market here is those that enjoy football, so increases the reach and brand recognition.  The call to action is to watch the video which, may or may not entice someone based on their time and piqued interest.


4.  Integrity First Automotive: Instagram Advertisement
 This advertisement is effective in my opinion.  The use of contrasting colors and bold discount numbers draws my attention.  I don't know if this is a paid ad per se, but the post itself is effective as an Instagram advertisement  because it acts as a coupon flyer.   The call to action is to "clip" the coupons for savings.  I don't know if that necessarily would require printing it out or showing the post at the shop, regardless, effective to easily share with others.
5.  Factor 4: YouTube Advertisement
I find YouTube advertisements effective as short clip videos capture viewers.  There are many calls to action based on what the advertisement intention is and the cost for this can be reasonable.   At some point, ads on YouTube can be annoying when you just want to watch the video that you selected without waiting, however, the chosen video usually will not play until the ad is served.  


Social Media vs Traditional Marketing

Leveraging the right marketing techniques requires careful attention for balance.  Traditional marketing is more of a broadcast, in my opinion, and social media marketing can be more targeted to certain demographics.  When I think of traditional marketing, I think of TV commercials, newspaper advertisements and weekly flyers in the mail.  Personally, I like the weekly mailers and perusing through what the grocery stores have on sale or even to clip coupons for a car wash.  This route is effective for me because I can have these clippings on the refrigerator for reminders of my to dos and to use these savings specifically at the advertising businesses.  As for TV commercials outside of those aired during the Super Bowl, I don't watch them.  I do find them annoying and are avoided by using the DVR option through my service provider.

Social media marketing for me is a quick impression, a bit black of white if you will.  You either hooked me and I will act on the call to action button or will simply scroll through.   On the business side, it is crucial to use social media marketing, however, as the Internet is so prevalent in our everyday lives.  

As a consumer, we have the advantage to pick and choose how we use our time, whether it be watching a commercial, reading a flyer, clicking through on an online, etc.  The impact of both marketing avenues are effective based on budget and how best the business can engage me, the customer, to buy or solve my problem(s).

Below is an excellent graphic about the marketing funnel: 

marketing funnel
[Standberry, 2018]

For business marketers, peruse this article if you have an opportunity.  It is a great read.

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