SHOPSMART AUTOS – CUSTOMER INFORMATION – NOVEMBER 21, 2020 -2
Research confirms that digital now plays a fundamental role in the car buying journey. One particular study by Google, which analyses the three-month period leading up to the purchase of a vehicle by an individual, documented 900 digital interactions whereby the customer intentionally sought out information related to an auto lease or purchase. 71% of these digital interactions took place on mobile.This highlights how vital online content is for automotive brands looking to capture customers during the research phase. Importantly, however, this does not mean ‘catch-all’ content. As Google says, brands that meet potential car buyers across the key auto shopping moments are more likely to succeed, delivering information relating to specific questions about the product, its features, pricing, and logistics.
Honda is one brand that has created this type of online content – its ‘test view drives’ video series gives customers a better idea of what its cars are like to drive. Each video is shot from the perspective of the driver, making the viewer feel like they are in the driving seat of a Honda car. A split-screen also gives the option to continue driving or find out more information about the vehicle’s specific features. The immersive nature of the content, combined with key product information, is an effective engagement tool.
A study by Innovid found that consumers spend an average of 60% of their auto-buying time researching vehicles online across a variety of platforms, and that more than 40% of consumers who watched a video about a car or truck then visited a dealership afterwards.
Of course, it is not just car manufacturers themselves that are involved in the customer research phase. Finance is another important element, with consumers typically searching for help and advice related to topics like loans and insurance.
In order to capture and engage with this target consumer, online marketplace AutoTrader launched an online finance calculator in 2018, designed to help consumers work out their budget based on individual lifestyle. To promote the calculator, AutoTrader ran a campaign called #KnowYourNumbers, enlisting TV personality Rachel Riley.
Providing consumers with valuable help and advice, many companies are also able to bring awareness to its product offering in an authentic and original way. Do more research and find out what is best for you and your next automotive purchase or lease. You will be surprised with the options and information.
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