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BizReport : Advertising : April 17, 2008
Autobytel, DirectoryM partner for content
With more websites popping up everyday, it is becoming increasingly hard for consumers to find their way to the right sites at the right time. Enter a new partnership between Autobytel and DirectoryM, which helps consumers find the automotive information they are looking for quickly.
Local websites in the DirectoryM network host ads and content from Autobytel, helping consumers research their next car buy easily. Since beginning the partnership, Autobytel has seen an 85% increase in traffic from DirectoryM network to Autobytel's content portal MyRide.com.
The key is serving consumers the information they want at the time they want. Buyers and sellers can find one another through either the DirectoryM classified space or through content from websites. What should be included in a local ad space such as this?
"Rather than focus on the marketer in terms of needs or tools, we decided to focus on getting the local traffic and motivated traffic to the marketer," said Jean Eric Penicaud, COO of DirectoryM. "If that is right the marketplace will turn those motivated consumers into customers. Start with talking to the right people - your local customers - and give them what they want."
Rather than taking an everything-is-better approach, DirectoryM suggests choosing one or two online marketing options - an RSS feed and a video clip or display ads and message boards - rather than including all types of online advertising.
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