The ever-changing tide of digital trends has caused many dealerships in the automobile industry to determine that in today’s market, the decision is “adapt or die.” Customers are demanding a highly-personalized experience readily available on their mobile device, which has every dealership working to stay ahead of the competition with new technology.
Here are three digital trends that will impact dealership marketing:
Mobile technology: Smartphones are increasingly where consumers do business. From initial searches on a product to comparison shopping, making a selection and then posting reviews, online shopping is generally happening on mobile technology. Pew Research Center found that as of 2016, 77 percent of Americans owned a smartphone, compared with 35 percent in 2011.
Consumers in the automobile industry are no longer doing their initial shopping in a dealership, taking a spin around the showroom or lot. Instead, they’re browsing online using a mobile device, so be sure that your website is mobile-friendly.
Live video: While this aspect of social media marketing is still gaining traction, experts predict that it will be one of the important digital trends to emerge this year. It’s hard to imagine that the format that brought you “Chewbacca Mom” will impact your sales revenue, but expect that live video streaming will enrich the customer experience and involve your audience in your brand storytelling in the future. It will help you create organic interaction with your customers and build transparency.
Personalization: With increasing data available, the ability to personalize marketing materials continues to grow. You need only click on your Netflix account to see how your prior viewing habits are influencing what Netflix recommends you watch. This technology should be a part of your marketing plan too, with the ability to recommend a particular model based on browsing history or access to a blog on fuel-efficiency after a customer indicates they are shopping for a hybrid.
Changing digital trends are shaping the ways that the automobile industry makes sales. In dealerships, there has always been a keen understanding of the need to meet the customer with new and exciting marketing materials. Be sure that your dealership is making the most of digital marketing to capture the attention of your target audience.