According to these estimates, digital marketing is
hogging more than 50% share of ad spend for 2019. In the new normal that may be
witnessed after the COVID-19 pandemic is brought under control, customers who have accessed digital platforms more
during the ongoing COVID-19 crisis will continue to do so well into the future.
In such a scenario, it is but natural that car dealerships
will employ more and more digital marketing strategies to sell cars. The trend
is already there as many dealerships are gearing up for electronic and remote
sales as they see a shift in car buying habits across the U.S.
Here are 6 digital marketing trends for car dealerships in
the U.S.
1. Innovative
websites
Automakers have not only used technology for their cars but
also for sales purposes. They offer graphic views of their cars for customers
to browse through before they make up their minds to buy. They use augmented
reality and virtual reality applications enabling customers to explore any car.
They can take a virtual tour and make changes and see how the car looks. For
instance, they can change color and see it from any angle. They can virtually
sit inside the car and have a 360-degree view. Customers can do their research
on any device including smartphones.
2. Increased online
activity
As per this USA TODAY report, dealerships
are expecting laws to be changed to accommodate totally online and paper-free
sales. For the past few years, dealerships have been well into adopting digital
marketing techniques. Dealerships are using video, voice, content sharing, and
chat resources facilitated on a cloud platform like Microsoft Azure build, tested, deployed, and managed by Azure Administrator certification holders to apprise customers through a variety of devices such as telephones, desktops, laptops, tablets, and other mobile devices to apprise customers. Now, customers have the facility for doing a live walk-around.
3. Personalization
The concept of segmentation is acquiring a new meaning now
as Big Data is able to collect data on individual customers and map the
individual’s unique characteristics through personalization. Based on this,
dealerships can communicate with the prospective customer using an array of
channels and devices. Customers are well aware of the various digital marketing
channels through which they can be connected. There are social media channels,
email, mobiles, and websites that can be used. Contrary to thinking that this
would cost more in reality, personalization costs very little because of
technologies employed in digital marketing.
4. Less time at
dealership point
Digital marketing has allowed customers to spend much less
time at the physical premises of dealerships as most of the other aspects of
car buying have already been completed online. It is possible that the look of
existing dealerships will get a complete makeover. The physical time spent at
dealerships (a USA TODAY report said customers spend
an average of three hours at a dealership) by customers is considered to be too
long. Digital marketing will certainly reduce the time spent there.
5. Online reviews
Research indicates that customers
will begin to depend more on reviews being posted online. Customers are well
attuned to the machinations of online interactions especially with a host of
social media platforms. These allow customers to interact with likeminded
people and consider any views they have on a variety of topics including those
on cars and car buying. Further, dealerships and automakers solicit feedback
from car buyers. The feedback is posted on their respective websites. Thus, new
car buyers have much more information to base their car purchase behavior.
6. Proximity
marketing
Proximity beacons allow car dealerships to track ad
campaigns and gauge the response. These can also be used to send notifications
to customers near the beacons to motivate them to perform an action. For
instance, if a customer who is looking out for a new car passes a nearby
dealership that hosts a proximity beacon then that customer can be enticed to
come in for a test drive.
Car dealerships have to upgrade and handle digital marketing
activities increasingly to stay competitive. They can begin by engaging with a a competent full-service digital agency for car dealerships
to understand the nuances of digital marketing to keep them ahead of
competition.
In this information age where information is king car buyers
will have most of the necessary information on all aspects of cars before they
even step into a car dealership. Digital marketing will allow car buyers to be
as well informed if not more than the car salesperson at the dealership. Car
dealerships will also benefit immensely as marketing costs reduce substantially
with digital marketing interventions.