Has the internet changed the journey
people make when buying a car?
Well it’s certainly added another researching tool in to the equation.
Auto shoppers now use on average 18.2 different sources of information-from TV, news articles, online, family etc. to finally form their decision
Marketing and advertising for car dealerships has never been so important. It needs to target as many of those 18.2 sources as possible-now that’s no mean feat.
Google’s study which can be found above really delves deep in to the psyche of a car buyer. It might make you think your customer targeting is a little archaic but it’s really important to know these trends.
I have picked out some key facts from the report for you-things I think can provide enlightenment to local new and used car dealers:
- Shoppers take several months to go from decision to action
- Shoppers clearly identify in person experiences as the most influential-test driving, visiting the dealership etc.
- The internet has added a new stage to the car buying process-pre-shopping
- Top stimuluses’ for buying a car include TV advertising, magazine articles, newspaper articles, direct mail and advert in newspaper
- Test drives were listed as the number one decision influencer
- Second to a test drive looking at a car was a major influence
- In newspapers people react most to price guides and special offers, financing options and style.
- 59% of online car buyers were looking at style as a priority
- People who buys cars more frequently use almost 4 more sources in their search than people who buy less cars
So what does this mean for car dealers?
I would suggest not putting your marketing budget in just one place-advertising to sell cars now means promoting via social media, online advertising, newspaper and magazine advertising, own website, search engine optimisation and branding.
I was going to say car buyers are much more savvy these days but I don’t think that’s actually true.
There are so many choices and so much information available it is possible to completely change a purchasers mind several times advertising/marketing needs to be consistent and the message needs to change to suit the medium. And the purchaser.
The average person test drives 2-3 cars.
Consumers love online video.
It’s such an exciting market to be part of-a little bit like a game of chess. If you think strategically then the other players piece of the market can be yours.
A sample a marketing campaign that encompasses some of the research data available might consist of:
Magazine article detailing a test drive of a new vehicle listing pro’s and con’s plus sleek images to target reader type.
Online advertising on an influential website to include a video of the latest car being test driven or link to national ad campaign video
Search engine optimisation to look at key search criteria (Linked with Google keyword tool)
Newspaper advertising to promote a good price, finance deal plus car profile
Social media to capture wants/ already has/ knows someone who has feedback
Blog to talk in a frank and honest way about cars in your showroom, adding in personal experience, likes, dislikes and knowledge.
This is a very broad basis for a campaign-what matters is that the reason and logic is behind each reason for advertising.
All you need to remember is
‘I WANT TO BE IN AS MANY OF THE 18.2 INFLUENCIAL SOURCES OF INFORMATION AS POSSIBLE TO BE IN WITHT HE BEST CHANCE OF GETTING PEOPLE IN TO MY SHOWROOM-ONCE THEY’RE IN I HAVE MY BEST CHANCE OF SELLING THEM A CAR’
Let me know if I can help you in any way