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Digital Makes the Sale Posted on Thursday, December 7 in Increasing Sales.

Auto intenders are more influenced by digital media than the general population, making digital media platforms essential to an integrated marketing strategy.

Getting up to speed online.

Before consumers ever step foot on the lot, they’re researching online. A 2015 Autotrader.com study found 39% of recent car buyers used a smartphone to shop for cars while 35% used a tablet. Together, that’s a 19% increase since 2013. With this shift, simply having a website isn’t enough. Your website and ads need to be optimized for mobile devices.

Going greater distances.

Buyers are travelling further to make their used car purchases after researching online—increasing target audiences dramatically. Most used car buyers are drawn from a 29 mile radius of a dealership, but those using the Internet to shop will travel from an average 49 miles. An integrated digital adverting campaign will increase the amount of qualified leads and extend the target radius surrounding a dealership.

Digital gets them on track to buy.

Compared to the general population, auto intenders are 71% more likely to be swayed by online vehicle ads and 87% more likely to be influenced by emails. Combining email and display advertising, the results are even more powerful:

  • Recall increases 13% compared to display advertising alone.
  • Web traffic increase 400%.

Keeping pace with changing behavior.

As with traditional marketing channels, dealers need to understand the strengths and limitations of the various digital platforms consumers use. And because the actions auto intenders take depend on the platform used, dealers must to tailor their ad messages.

Buyers use a variety of devices on their path to purchase. And depending on the how they’re browsing, the actions they are likely to take change.

  • PC/Laptop: preform detailed searches, download forms, and research vehicle information.
  • Tablet: view photos, read reviews, and compare car features.
  • Smartphone: email or call about vehicle and research dealerships.

Ready to go digital?

We can help. We offer products and services to build, maintain and grow a digital presence, however big or small it may be. We’d love to talk more – contact us online or by calling 607.798.1325.

Sources:

“Looking Back, Driving Forward." Manheim.com, 14 Jan. 2015.

 

2014 IHS Automotive Buyer Influence Study, partnership with AutoTrader.com

http://www.mobilecommercedaily.com/smartphone-tablet-use-in-car-buying-research-doubles-report

www.adweek.com./news/technology/study-auto-shoppers-71-more -influenced-digital-ads-154927

Ponder, Laurie. "21st Century Marketing." National Independent Automobile Dealers Association, Mar. 2012. Web. 18 Feb. 2013.

http://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/research-on-the-effect-of-combining-email-to-your-marketing-mix/

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