What They Actually Do Care About, And What Works

Dealerscope published this article about how car dealers can reach out to millennials:

While things like tracking pixels and cookie data might be uncomfortable concepts for older generations, Millennials respond well to targeted advertising. The only caveat is that the advertising needs to be conversational. Research shows that Millennials don’t like to be talked at, meaning traditional advertising can feel untrustworthy. However, Millennials do want to be engaged, and 62% of them are more likely to become loyal customers if they believe a brand can identify who they are and communicate effectively on social networks with them.

What does this mean for car dealers? Pioneer’s observations speak to digital native’s expectations for a multi-device, transparent experience that informs and reduces friction. When millennials have a real interest in a product, they can quickly become more informed than many product specialists or salespeople. Conversely, if their perspective is more practical, they can enter the market underinformed or even misinformed.

This creates a big challenge for auto retailers. The reticence of new car dealers to move the purchase experience online is compounded by their legacy belief that more information means less profit. Enthusiast millennials — they did make the Fast & Furious franchise — are frustrated at every turn. They can’t buy a car online and after filling out a few lead forms are barraged with emails, text messages and calls. Conversely, millennials who see transportation as ubiquitous rather a defining characteristic of their personal brand, are equally frustrated when they realize they are expected to sit in a dealership and buy a car much like their parents did.

Until new car dealers commit to millennials, millennials will not commit to dealers. They will buy less, chase experience over price and won’t refer their friends.

originally published on vinadvisor.net