How digital marketing has changed the way consumers purchase vehicles.

The automotive consumer journey is one of the most complex of all industries. The automotive industry faced new and pivotal challenges including global growth, individualization and a rise in competition. Not to mention increased safety requirements and environmental commitments contributing to the changes that the automotive industry has faced. Having a large automotive firm does not guarantee success anymore, only
dealerships that innovate and find new ways to create value will succeed in this industry.

How cars are researched

10 years ago, consumers would visit a few dealerships and speak to sales representatives before taking the step to purchase a vehicle. It is not surprising that consumers now turn to their smartphones to research a new vehicle. The average research time for a new vehicle purchase can stretch over a period of a month. During that time a consumer turns to their device to answer the questions to address their needs. Consumers no longer accept standardised products but want products that satisfy their individual requirements. Be it which car is the safest, which will fit a family of five, what the lowest monthly payment will be, or which vehicle offers Bluetooth connection. How automotive brands respond to these requirements influences the consumers decisions.

Adapt to consumer buying trends

With the whooping amount of access consumers have to information it is essential for a car dealership to ensure that their website appears at the top of web page search results. Producing useful and relevant content and constantly connecting with consumers to increase awareness, create desire and influence consumer purchasing decision through convenience and offers to ensure your dealership makes the cut is of utmost importance.

  • Direct Mail:
    In the age of digital marketing using direct mail remains a powerful way to influence consumers. Promoting special offers in mailers using lavish images of vehicles, or simply to display models in your inventory are more likely to attract your consumers attention.
  • Web development:
    Your dealership website should constantly be updated and reflect your actual inventory, current prices and special offers, and many more variables to compete in this territory. Keep in mind that consumers want an easy experience when purchasing a vehicle, your online marketing materials should showcase your dealerships easy car buying process.
  • Online Reviews: Dealerships should not underestimate the importance of online reviews, consumers rely on reviews when making purchasing decisions. Monitoring your dealership reviews on all platforms is vital. Have a strategy to manage negative reviews and make use of good reviews by using them as testimonials from happy customers would be a good place to start.
  • Integrate:
    Taking an integrated approach and working with a expert digital marketing professional to implement a digital marketing campaign for your dealership and manage your social media accounts will you give more time to focus your attention on improving your sales team.

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