They search for information about which car would suit their needs most and the best deals available for their budget. They also read customer reviews to help them narrow down where they will go to buy their next car and when. People go online to research at every stage of the customer journey.
Will this change in customer behavior determine the future of automotive marketing trends?
1. Mobile rules the digital world
Mobile devices are not only a key element in the customer’s experience when buying vehicles, but they are also important to salespeople. According to a Google study, 58% of auto shoppers agree that in the future their smartphone is likely to be the only device they use for vehicle research. It is not enough to have just a mobile responsive website to attract your customers. They expect mobile apps, video content, social media and much more from their dealership.
Mobile-first users use mobile sites and apps when they are doing their research. Buyers find mobile sites and apps useful in different aspects of the research process. For example, if the buyer wants to compare vehicles, he will choose mobile websites, but if he wants to get warranty information, he will use an app.
2. Location, location, location
When talking about future automotive marketing trends, the internet will stay the number one source for vehicle research. So it doesn’t come as a surprise that a buyer’s online experience begins with a search engine. The key element in such searches is the location, and customers prefer choosing dealerships that are closer to them.
A study by Chitika showed that up to 43% of the overall query volume coming from Google (both mobile and PC) carries a local intent which means almost half of all search traffic is local.
Local searches lead to more purchases than non-local searches. This is an enormous opportunity for smart businesses who dominate local search in their niche.
3. Video breaks all barriers
There is no doubt about video being the determining factor in the digital world, especially in the automotive industry. It’s one of the most effective tactics due to its ability to bring the highest ROI. Not to mention it is also in high demand by consumers. Every fourth customer would rather watch a video about a product than reading about it. Keeping that in mind, who knows what other benefits video holds for the future of the automotive industry? The top types of videos car buyers watch include test drives, specs and features videos, and vehicle interior and exterior walkthroughs.
The automotive industry will definitely be shaped by changes in the digital world, and marketing and sales will become a key focus for automotive brands. With video as the leading type of content, automotive buyers will expect to receive all important information in that format.
To conclude, future automotive marketing trends will be strongly determined by video for its power and endless possibilities.
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