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Go back 60 years ago and tell me the percentage of radio advertising vs television ... Compared with 1965, 1975, 1985 and today. You can do that with any well-adopted new medium.I agree that the Internet is important to car dealers, especially because consumers like to research before they buy. Their buying decision will be made on brand, reputation and their independent research. But signage won't go away, direct mail won't go away, commercials with dealer's 3 year old daughters pitching a new Honda for $199/mo. won't go away, giant inflatable monkeys won't go away, cars parked in malls won't go away ... now newspaper ads might go away ...Nine years ago I was sitting in a conference and an "Internet futurist" told me that my refrigerator would be Web connected and tell me when I was out of milk within five years ... that didn't catch on. Shortly after the Internet marketing bubble burst. There were PDA's as early as the 90's ... that struggled to catch on until someone decided to connect it to a phone ... and still it took several years and failures before technology caught up with the idea to make it practical. Microsoft had WebTV 12 years or more ago ... and it sucked. My point being that the future remains unwritten. And it's not always the first to market who reaps the benefits. Other than newspapers that are ACTUALLY printed on paper, (Which had a good several hundred year run ...) I don't think digital media will completely over-run "traditional" media and adverting.
Go back 60 years ago and tell me the percentage of radio advertising vs television ... Compared with 1965, 1975, 1985 and today. You can do that with any well-adopted new medium.
I agree that the Internet is important to car dealers, especially because consumers like to research before they buy. Their buying decision will be made on brand, reputation and their independent research. But signage won't go away, direct mail won't go away, commercials with dealer's 3 year old daughters pitching a new Honda for $199/mo. won't go away, giant inflatable monkeys won't go away, cars parked in malls won't go away ... now newspaper ads might go away ...
Nine years ago I was sitting in a conference and an "Internet futurist" told me that my refrigerator would be Web connected and tell me when I was out of milk within five years ... that didn't catch on. Shortly after the Internet marketing bubble burst. There were PDA's as early as the 90's ... that struggled to catch on until someone decided to connect it to a phone ... and still it took several years and failures before technology caught up with the idea to make it practical. Microsoft had WebTV 12 years or more ago ... and it sucked. My point being that the future remains unwritten. And it's not always the first to market who reaps the benefits. Other than newspapers that are ACTUALLY printed on paper, (Which had a good several hundred year run ...) I don't think digital media will completely over-run "traditional" media and adverting.
