The automotive industry is experiencing a disruptive phase due to the combination of several factors: the electrification of brands and hybrid and electric engines; new business models, such as pay-per-use instead of ownership; autonomous driving or the incipient online sales .
Nowadays, car buyers no longer go to dealerships to evaluate the different offers on site . The new smart buyer consults all his doubts online and only goes to the dealership at the end of the process , when he wants to find out specific questions about the operation of the car he has chosen, test it or close the deal.
This is the increasingly widespread “ROPO effect” ( Research Online-Purchase Offline ), which means that the consumer searches for a product or service on the Internet, but ends up making the purchase in a physical establishment. Generally, the best price will determine the decision, but their expectations of a good shopping experience also have a lot of influence; frequently, the consumer is willing to save a little less in exchange for ensuring a more satisfactory purchase.
Effective strategies
This change in today's buyer behavior requires the use of different digital advertising strategies so that brands can achieve their sales goals.
In this regard, Rebold , a marketing and communication company based on data analysis, has identified seven specific strategies for the sector, adapted to this new profile of car buyers:
Omnipresent on the web
Dealers should be in the same places that prospective buyers frequent. That is, on the Internet.
Once a customer thinks a brand has the solution to their needs, they will begin to identify dealers of that company. And if a dealer is not listed on the aggregate websites, search engines, forums, manufacturer websites, etc. that the individual is searching on, chances are that person doesn't know they exist. With this digital advertising strategy, dealers can increase their reach and detect new potential customers.
2. Collect and share positive feedback
Once a person has selected a dealership (either through their own research or word of mouth), they will want to know what kind of experience they can expect and will check out the reviews and ratings for that dealership, as no one goes to a facility with consistently negative reviews.
Collecting and sharing positive feedback regularly ensures that the dealership is recognized for the good service it provides to its customers. That dealership can share this feedback, for example, on its website, newsletters or on its social media, through which it can spread that free content. On the other hand, feedback can benefit SEO , because satisfied customers include keywords when leaving their review.
At the same time, this advertising strategy must be managed by responding to negative reviews and correcting errors, to demonstrate that the dealership is proactive and truly cares about customer satisfaction.
3. Create a mobile-optimized website
90% of car buyers in Spain begin their search online, according to a study by Gasnam, and it is estimated that nearly 80% of searches for information to purchase a new car begin on a smartphone .
Google also penalizes non -responsive websites , meaning that dealers' online presence must be designed with mobile devices in mind first and foremost.
Still, pages should be tailored to the device a person is using. It's not unlikely that someone will start researching on their mobile and then switch to a tablet or desktop to finish their search. Pages should have both appearance and function properties regardless of the device being used.
4. Make online shopping easier
The online shopping experience should be easy, even easier than going to a dealership in person. Accordingly, information should be easy to find and navigation through the website should be very intuitive.
should allow for multiple tabs to be opened for comparison purposes. This small feature will improve the customer experience and make it more likely that consumers will end up buying from that dealership.
In addition, filtering should be standard. Some people are on a strict budget; others just want a sedan or an SUV… The ability to filter all vehicles and see the ones that fit their exact needs will help convert these car buyers into customers.
In this sense, 50% of buyers decide first on the size and type of body, followed by the lebanon number data engine and price, according to an analysis by Seat.
It is also important to take into account the reasons why a car is purchased: 55% of buyers do so because of the age of their vehicle; 20% for family reasons, such as achieving greater safety, lower consumption or more space; and 10% because of the need for new functions, according to data from Seat.
On the other hand, high-quality images and detailed information are crucial. If the car is new, a virtual tour inside and out is a great option. In the case of used cars, the data about the car should be clearly displayed.
5. Create quality content regularly
SEO is a long-term digital advertising strategy with a high potential for return on investment ( ROI ). To capitalize on this and rank high, retailers must invest in good web development.
Once the website is optimized, it is necessary to add high-quality content regularly. Several blogs can easily be written about vehicle safety, maintenance tips, and the latest market news. In this regard, it is important to write naturally and include appropriate keywords throughout the content.