The Importance of Digital Marketing in the Automotive Industry

Media consumption has been trending towards digital formats on a global scale for a number of years now. The increasing number of devices capable of supporting digital media and more widely available internet has provided consumers with access to information anytime, anywhere. As such, we have seen a startling rise in user behaviour with regards to ROPO (Research Online, Purchase Offline).

While most vehicle purchases are still being carried out in dealerships, consumers are doing diligent online research beforehand in terms of customer reviews, best prices and product specifications. Many times they will have made their mind up about their purchasing decisions before stepping foot inside the dealership – this is a direct result of marketing content that consumers are presented during the buying process.

If prospective buyers are using your portal for research, consuming your media and engaging with your employees online then they are more likely to make their offline purchase at your dealership. Not only that, but digital marketing can be up to ten times more cost effective than traditional media strategies.

Here are some digital strategies that you should look into incorporating in your marketing plans:

1. SEO (Search Engine Optimization)

Research has shown that a high percentage of consumers start their buying process with a Google search. Pair that with the fact that online traffic drops 95% from page 1 to page 2 of Google and you can see why ranking higher in search results should be a priority. A comprehensive search engine optimization strategy can help buyers find your dealership at the top of their search results.

2. Mobile-Friendly Website

Since 2017 about half of the global internet activity has been attributed to mobile phones. If your website is not geared to run on a mobile interface you are missing out on half of your potential customer base. Many consumers will look up pricing, offers, accessories and payment options while physically standing in the auto showroom – you can bet they will be doing that on their mobile phone. For them, their mobile phones are not just the resource for primary research but for making the final buying decision too.

3. Engaging Social Media

Social media is a great way to connect with new car buyers seeking information and guidance about the vehicle they plan to buy. By providing valuable data and real-time purchase indicators you can build brand loyalty, boost customer experience and effectively influence purchase decisions – securing potential leads.

4. Content Management

Consumers want to make an informed decision, many first-time buyers will suffer from a sense of uncertainty about the model/brand they want to buy. Providing them with relevant content allows them to make a decision that is informed while reinforcing your marketing strategy. South Korean car maker Kia recognised the importance of content and the significant role that reviews play in the car research process. What Kia did is they invited detailed reviews of their vehicles from buyers and displayed them on their website. This meant that new potential buyers could do their research without navigating to a third-party site. Kia’s website traffic increased by 21% year on year, visits to dealer websites were driven up 72% and new vehicle registrations rose by 12% in the same period.

While most automobile purchases are still being conducted physically offline, there is a wealth of research taking place quietly behind the scenes. The purchasing decisions that are being made are deeply influenced by digital marketing and the content that is on offer to customers.

Developing a robust digital strategy to ensure the efficacy of this influence is up for grabs and it’s proving to be a flagship marketing tool in the automotive industry today.