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75% of automotive customers use Facebook. This should come as no surprise considering Facebook has more users than the population of almost every country in the world, including the United States. But are these customers important for your business? The answer is yes. Not only are they important, but the future of your business depends on them. In fact, active Facebook users represent your best customers – the ones who make up 60 to 80% of your revenue. In a recent survey with U.S. automotive consumers, DMEa found that 57% of customers who spent at least $1,000 on automotive service in the past year visit Facebook at least once a day. That is at least 27% more than lower spending groups.
Despite the high level of activity on Facebook, when we asked customers about the social site’s influence on where they chose to service their vehicle, only 12% thought it was important. Things like their vehicle owner’s manual, service centers and automotive websites beat out the more popular networking sites like Facebook or LinkedIn. Twitter trailed in at 9%. While it’s reassuring to know that traditional channels are effective, the gap between usage and influence of digital social channels represents a significant revenue opportunity. Throw in the exponential growth of social media over time, and it becomes clear that social strategies have cemented themselves as key components of every CRM plan.
Contact DMEa for more insights from our National Consumer Study or to develop an interactive strategy designed for the unique needs of your business.
DMEautomotive provides multi-channel, variable communications for automobile dealers and aftermarket franchises nationwide. Their robust product and service offering includes: data driven, multi-channel acquisition and retention marketing programs, best-in-class campaign reporting, data management and analytics via the Red Rocket Portal, Virtual BDC call applications, and complete on-site mail and email fulfillment services. Headquartered in Daytona Beach, Fla., DMEautomotive also has major operations in Jacksonville, Fla.