Automotive strategy consultancy Maryann Keller & Associates will be researching the effectiveness of franchised dealer advertising in a new study announced Thursday.
The project will examine the possible correlation between lower new-car profit margins and the move towards digital advertising.
The firm’s principal, Maryann Keller, will be among the keynote speakers at the Automotive Intelligence Summit next month in Raleigh, N.C.
In her presentation — titled “Used-Vehicle Residual Values Underpin Multiple Industries” — Keller will take a deep dive into the volatile residual values of electric and hybrid vehicles to explain how used-vehicle price swings are causing ripple effects into other industries.
She will also discuss the growing tide of vehicles being bought and sold via alternative remarketing channels.
Keller’s keynote presentation is at 10:30 am ET on July 25. AIS is being held July 24-26 at the Raleigh Marriott Crabtree Valley.
Maryann Keller, MK&A
She joins fellow keynote speakers Scott Painter of Fair, Lonnie Miller of SAS, Mike Wall of IHS Markit, Dennis Ephlin of IBM and Jim Landy of Springboard Auto.
The full agenda includes many more workshops and presentations geared toward the emerging automotive tech and auto finance spaces.
Traditional advertising overlooked?
Going back to the MK&A project, the firm found in prior research this year, that many dealers have cut certain digital ad partners or brought some spending back to traditional advertising — or both.
“While many industry observers predict that digital market spend will continue to increase, MK&A questions if traditional advertising mediums are being overlooked as a result of digital marketing hype,” the company said in a news release.
Franchised dealers are invited to participate in the study, which includes a 10-minute online survey. Participating dealers receive a $25 gift card and an MK&A analysis on the results of the study. MK&A will invite certain respondents to be part of a follow-up phone interview.
More information and eligibility requirements can be found here.