The automotive industry is constantly changing, and evolving. The last decade has seen RAPID growth and change due to the rapid growth and change associated with technology, and social media.
Technology, innovation, social media, and media in general has enhanced and evolved the car buying experience so much that 60% of buyers now start their shopping process online. What used to be a decision that took only a mere 7 days can now take upwards of 90 days from the initial research process to taking the keys... which can be incredibly frustrating at a dealer level. While the online world is scary, and many dealers resist it, understanding a consumers research phase is key to not only selling more cars, but success and dealer expansion.
The Research Phase:
Imagine a world where you decided to buy a car... you walked in to a dealership... and you purchased the car - while some of you may feel familiarity in this universe, to new age car dealers this is completely foreign. Today, consumers spend upwards of 50+ days researching their future vehicles before even THINKING of stepping foot in to a dealership. According to Google, 90% of Car Shoppers do at least 2 hours of research online before ever walking in to a car dealership. 90%!! 65% of these people are spending at least three weeks online researching.
What used to be brand, or model specific, now the research is completely open ended - 60% of shoppers have NO IDEA what they are shopping for! Instead of selling your brand, educate these lost consumers and teach them about your brand, models, makes, and why they should chose you!
Video research is becoming increasingly more popular, (not to mention effective) and 60% of buyers spend at least 3 hours on sites such as YouTube watching videos of test drives, options, vehicle features, reviews and much, much more.
What does this all mean for YOU?
Your website reach and targeting can't just be brand specific - the world is ever changing and people have NO IDEA what they want anymore! Make your website, social content, and video content engaging, informative, and educational and so broad that you aren't only speaking to yourmodelline of customers but so that you're speaking to ALL customers... because 90% of the time, they have no idea if they are GM, BMW, Honda, Toyota, or the like, specific.
Video content is HUGE, and growing ever popular. Not to mention the most engaging form of education you can get! - use this to your advantage, and make AS MANY videos about EVERYTHING as you can.
Dealer Blogs are becoming ever popular, and dealers are using blogs, and social places to not only educate consumers on vehicles but to sell themselves. Make blogs, engaging social spaces, and exciting websites so consumers don't pass you, and go somewhere else for info! - but we will cover this next time!