Tag Archives: Online shopping

Be the King and make your move!

Has the internet changed the journey

people make when buying a car?

chess-game-wallpapers

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

‘The zero moment of truth for automotive study’

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.

In the UK 23% of people experience “switchbacks” where they move backward into earlier stages of the journey.

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

A Closed Shop Is A Shop That Will Close

Right now is your shop closed?
closing

By closed I mean are your doors are locked, the lights turned off and your business day is over?

Or is your shop always open?-even when your shop door is locked and the lights are out your Facebook page is still buzzing with interest, your Twitter account is getting messages, you are networking on Linked in and people are buying from your online e-commerce shop.

Are you the business owner who says there’s no point me having a social media site when all people do is put up photographs of what they’ve eaten for tea?

If you are the business that is closed then you need to know how much business you are potentially missing out on.

Most people are not browsing the internet for personal reasons in work (Although we’ve all seen the person who is in work and supposedly too busy to help when they have a shopping website open-come on we’ve all been there)

So when do we browse?

*Lunch break

*After work

*Break time

*Weekends

And ere are a few stats on what people do online during their own time:

  • 41% if people like or followed a brand on a social media website
  • 43% of people found, bought or used a voucher
  • 59% of people found things to do/places to visit locally
  • 76% of people accessed social website

And wait for it

92% of people shopped online!

Internet users are browsing, researching, shopping and BUYING which is why you cannot afford to have a closed business.

But I Don’t have the time?

Find the time or pay someone to set up your ‘shop’ for you.

Don’t think of social media or websites as luxuries-these are necessities of any business.

Think of them in the same way you think of your shop sign, your advert in the phone book, your shop window.

Think of social media as a wage you need to pay because if you do it right websites like Facebook, Twitter and LinkedIn can tell more people about your business and what you are doing than any employee ever could.

I’m getting excited now- I want to shout out loud for you to believe, believe in the power of social media, create an open all hours shop and more importantly be a success.

Ok so calming down a bit now I need to end this blog-I have online shopping to do and a of course I want to see what my friends had for tea

Have a good week

Information on internet user habits taken from the great infographic below:
What do you do online?
What do you do online? is an infographic that was produced by Qmee