19 Nov 5 Ways Digital Advertising Changes the Car Buying Experience
No one will deny that the automotive industry is changing. Media, new innovations and the latest technology are changing the landscape. These adjustments also change the way car buyers do their research. 59% of car buyers are doing research online, and you need to capture their attention. Automotive digital advertising is changing the entire car buying experience.
Let’s talk about five of the critical ways that digital continues to transform car shopping and what you can do to keep up with your competition.
Google estimates that 95% of car buyers use digital platforms to research automotive information. While those customers still have to head to your dealership to buy a car, they make many of their decisions before ever stepping foot in your showroom.
Video continues to be the most popular way to digest automotive information. Your potential customers are searching YouTube, Facebook and other platforms to get the answers they need. These buyers want to see test drives, learn about the car’s features and hear about the various options.
If you want to reach these buyers, you must produce the content they seek. Think about the questions that need to be answered about each model and create a video about it. Then, promote the video on every platform you have. Make sure you also send out a blast announcing the video series through your email marketing.
2. Third-Party Sites
Your buyers aren’t just going to visit your website. They are looking for third-party information to check prices and read user reviews. 56% of the car buyers on a third-party site will eventually end up at the local dealer website, but it’s not where the journey began.
If you provide the content they need, they won’t have to go to these comparison sites. Make sure every model’s information is proudly displayed on your website. Allow customers to leave reviews about the car and promote comparison articles that discuss the differences between models.
You also want to create a presence on third-party websites as part of your automotive marketing strategy. If you remain with the customer through the entire buying process, you have a better chance of making the sale.
New technology makes getting the message out easier than ever before. With automotive video marketing, you can create content for every step of the vehicle buying journey. Between exterior walkarounds, 360-degree interior views and virtual test drives, you have all the tools you need to make an impact.
With nearly 60% of car buyers saying that a 360-degree video is enough to buy a car from, without a test drive, you can’t afford to miss out on the available opportunities.
Just look at what BMW did with their #BMWSTORIES video campaign. They allowed customers to showcase their own BMW story. It brought a connection to the ownership and appealed to prospective buyers. Some of these videos received up to 14 million views, which just proves the success.
You want to create visual insights that go beyond the simple car image. Make sure you utilize Facebook and YouTube to illustrate test drives, options and features. You can implement OEM Video Style Ads and Cinemagraphic Ads in the process.
You also don’t want to discount the power of virtual reality during the car buying experience. Car dealerships can promote a complete vehicle experience to buyers with the use of augmented or virtual reality.
Imagine the success you would have simply by implementing some VR technology in your showroom. Very quickly, your dealership would be the place to visit. For example, you could set up a demo station for customers to take immersive test-drives. As a result, you will watch your customer satisfaction skyrocket.
More than half of car shoppers are using a mobile device to find out more information. This journey involves getting inspiration about what model to buy, considering the specs, learning about nearby dealerships and booking a test drive.
When it comes to providing a quality mobile car buying experience, you must ensure that your website is up to the challenge. To clarify, shoppers get annoyed if they can’t easily see or access the information they want. You only have one chance to make an excellent first impression.
5. Digital Advertising Popularity
Automotive digital advertising is only going to continue growing in 2020. With so many avenues available to you, it’s not as challenging to attract new customers as it once was, as long as you are promoting your cars properly.
You must be utilizing your social media platforms. Don’t neglect your YouTube, Twitter, Instagram or Facebook accounts. You also need to get creative with your campaigns. Don’t keep doing the same things over and over, expecting to get good results. That just doesn’t work.
You also want to make sure that all of your campaigns are perfectly integrated across all of the platforms. Don’t promote one thing on Facebook and use a different course of action on YouTube. Keep everything uniform for a seamless car buying experience.
Enhance the Car Buying Experience Today
With all the options available to you, there’s no reason not to compete. You have more automotive digital marketing solutions than ever before at your disposal. Above all, dealerships must commit to using digital technology and unique strategies in business.
When you are ready to promote your services and products, you need the right partner by your side. Sure, you can use a team member at the dealership to handle these strategies, but do they have the time? Furthermore, are they continually learning about new avenues and testing the market?
With a dedicated automotive marketer, you don’t have to wonder what is going to work. We’ve already tried our solutions and know the results they bring. Plus, we can show you the ROI so you know that your money is being put to good use.
At AimLogic, we have the expertise and skills you need to get ahead. As a result, we can show you the innovative digital marketing solutions we implement and what they can do for your bottom line. We will help you create the enjoyable, interactive and engaging car buying experience that your customers are demanding.