In November of 2013 Google came out with the results of its research study on how automotive shoppers research their next auto purchase.
We performed a similar survey. Read the Pepper Gang survey of auto shoppers.
Here are the highlights from the Google study, and what you can do to take advantage of these results for your dealership.
Google survey of auto shoppers’ research process
Insight #1: Today’s auto intenders are open-minded with 72% of search sessions involving cross-shopping
This is good news for auto dealers who fight to compete in a competitive market. Most people who start shopping for cars aren’t settled on one make and model or one dealership.
Where there is buyer uncertainty, there is room for dealer influence.
How to convince undecided buyers to shop at your dealership:
- Use social media and other means of digital marketing to prove to potential buyers that you care about them and their needs.
- Use your blog to provide information to help consumers along their buying process. This helps the consumers and sets you up as an informative leader.
- Focus on local digital marketing strategies to reach automotive buyers who generally buy locally.
Insight #2: While time in-market is roughly the same, these shoppers are turning to 24 research touch points on average
The key to using auto shoppers’ need for research in your favor is reputation management.
Using a multi-channel brand reputation strategy, you can be sure the messages consumers hear about your brand is one you’re proud of.
Learn more about managing your brand’s reputation in our guide.
Insight #3: Mobile usage has increased 35% year over year, with a focus on research and comparison activities
When shoppers are standing in your dealership, considering a purchase, chances are they are comparing your prices to other dealerships. Use this knowledge to consider strategies like price guarantees to keep them from leaving your lot.
Another way to leverage mobile use is through the use of targeted, local advertising.
Read about how we can help you show up in local mobile searches.
Insight #4: Video research is on the rise and online video was the #1 format for encouraging brand consideration
Shoppers are now turning to video sites like YouTube to search for and compare vehicles. Integrating videos and video advertising into your marketing strategy helps car buyers include you in their comparisons.
Read more about digital trends for 2014 and how they affect your business.
Insight #5: 62% of the vehicle owners said customer service could influence future purchases
We found similar results in our Pepper Gang auto survey: 65.35% of respondents consider factors such as easily available customer service and an open community for consumers to ask questions as well as talk about the brand.
Creating an informative, valuable social media presence—and always answering questions and concerns from your followers—is an imperative step to marketing to today’s consumers. If you don’t show you care about the people who shop with you, they’ll go to another auto dealer who will.
Are you making the most of car shopper behavior? Let us know in the comments.
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featured image: SpokaneFocus