In recent years the automotive industry has witnessed a lot of transformations as a result of the ever evolving marketing trend. To achieve better results, it is important for car dealerships to adapt to these marketing trends. Here are few car dealership marketing trends to watch.
Today, mobile devices are a key part of every auto shopper as they tend to dominate digital interactions. According to studies carried out on auto shoppers, it has been revealed that 58% of users would prefer to use their smartphones only when conducting a research on which vehicle to buy. Car dealers should go beyond having just a responsive website to including mobile apps, local search, video content, and social media to target buyers on their preferred device. This is because mobile users use both mobile sites and apps when they are researching to buy a vehicle.
Local searches will rule as the internet is still the number source when researching a vehicle, so it is only natural that auto shoppers start with a search engine. Local search is a very powerful tool for the gaming business as most of their profit comes from local customers. 43% of the total query coming from Google carries a local intent according to Chitika. This is to say that about half of all search traffic is local and the good part about this is that this local search results in more purchases than with non-local searches. This is an opportunity for car dealerships that dominate local searches to explore.
Apart from videos being high in demand, it is also one of the most effective marketing strategies that are reported to have the highest return on investment (ROI). There are more customers who would prefer to watch a video of a product rather than reading about it and there is also more demand to see more video content from marketers. This is also true with auto shoppers as the latest data from Google shows that video content is now influencing more purchase decisions. Video content is a good way for car dealerships to introduce new brands and vehicles to their customers; this is why video content should be added to the marketing mix.
Reach Auto Shoppers on Digital Earlier
The lengthy and complex sales cycle is synonymous with the automotive industry; this is why it is important to reach buyers very early in the purchase process. Research has shown that 60% of auto shoppers are in the market for at least 6 months and in this process, they tend to gather information from different sources. In this period, auto shoppers tend to consider on the average 5 brands with important factors such as the car type, size, and other features becoming clearer in the later stages of the buying process. This option would have been narrowed down to about 2 cars in the last months and it is at this time that auto shoppers are exposed to a lot of car adverts on the internet. This means that brands are failing to meet potential auto shoppers at the right time. For car dealerships to influence the purchase decisions of auto shoppers, it is important to reach them early in the buying process.
Auto shoppers buying decision is highly influenced by digital trends, this is why car dealerships need to make use of this platform more effectively to boost their profitability.