Car dealers and buyers are turning to digitalization rapidly. The core reason behind this is to improve the brand image. A customer coming to buy the car today is much more diversified than the customer buying a car five years ago. We can draw a rough conclusion about the influence of digitalization in auto industry, given the way it’s gone so far.
The consumers perform a lot of research and access social media platforms to get thorough knowledge about the car they are considering purchasing. People also go online to get feedback from other customers through Facebook, Twitter and other social media platforms. Buying a car is a long term investment and consumers often get perplexed between the various models available in the market. In this situation, digital marketing services for automotive industry matters a lot as online reviews, tweets and feedback of other customers are the social proof that an automotive company provides the same as they advertise. Authenticity and transparency are the two main things that matter a lot for today’s buyer, as they are well informed about the model of the car already.
Social media is not meant for increasing your sales. It is all about building and nurturing a relationship between the buyer and the dealer, by offering timely endowment, services and gratitude discounts. This indirectly increases your repeated sales. According to Walsh “the dealers who leverage the social media are putting themselves in the best position to nurture stronger prospects and customer relationships now and in the future”. You can also check the Facebook Insight tool and Custom Audiences to see how furiously digital marketing services for automotive industry helps to grow customer relationships.
The advantages are not only on the customer’s side. It is also on the dealer’s side. Auto manufacturers approach their customers through emails and then start developing a relationship further. They also analyze the feedback and online reviews on various social media platforms by creating their company’s page and accounts. Based on the feedbacks they try to improve their products, sales and services. They also maintain the polite formal interaction with their customers through it. For example, if a customer is facing a problem regarding the car or service, the dealer will apologize in the best possible manner for the inconvenience the customer is facing. In this way, they can also elevate their brand value and increase goodwill. Some companies also offer a goodwill waiver as a compensation. By analyzing data from social media platform with predictive product analysis, the dealership can make predictions and improvements, out of which the personalized offers are crafted.
KPMG has found in research that 38% of consumers are looking for plug-in solutions for navigation, mobiles and internet services. According to them fuel efficiency is ranked as the most important factor. All these measures are analyzed from digital media. You may have heard from Dieter Becker, a global head of automotive at KPMG International that “Vehicle manufacturers have to use the power of data to get inside the customer’s head”. All these points highlight that digitalization is an integral part of today’s business strategy.
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