Kicking digital tyres

Kicking digital tyres

At the age of 18 I bought my first car. I must have visited 20 dealerships comparing marques, specs and prices. I made three visits alone to scrutinise every facet of my final choice, a 1970 VW Beetle, before eventually committing to the patient and seasoned salesman. That was 40 years ago.

In today’s mobile-first world, people expect answers at their fingertips. They reflexively turn to their nearest connected device, usually a smartphone, learn something new, to make a decision or buy something. My extensive foot-slogging quest has been replaced by connecting the automotive digital dots across the internet, researching models, finding deals, and getting real-time advice.

These are defined as Micro Moments and are intent-rich moments when decisions are made and preferences shaped on line. As automotive dealers you need to ensure that your presence is felt in these moments, if you want to be one of the two dealerships the average buyer visits when ready to buy.¹

Global automotive research has defined 5 main categories of micro moments.²

Which-car-is-best? moments
6 out of 10 people shopping for cars enter the market unsure of which car to buy.² Many will start by consulting someone they trust by reaching out to friends, reading specialist blogs, visiting car forums, or searching for information via review sites. Critical data shows that these early research moments are increasingly influenced by video content. Car review videos on YouTube have been watched more than 3 million hours in the first 8 months of 2016.³ The effectiveness of your dealership’s online visibility impacts on the number of search results in which you will appear and the opportunity for you convert potential customers you may not have considered your brand as their first choice.

Is-it-right-for-me? moments
Consumers will look for information about the practicalities of owning a car, like the amount of seats, number of airbags, consumption, luggage space etc. Again the major growth trend is video content. Independent blogs and test drives of particular makes and models form the base. Interior and exterior car walk-throughs video also receive high views.

Can-I-afford-it? moments
Once the idea of the dream car is rooted, buyers need to know if they can afford it. Again digital provides the fastest answer as list price comparisons, repayment calculators and potential trade-in values are rigorously researched. Seasonality also plays an important role in these moments as buyers anticipate year end bonuses.

Where-should-I-buy-it? moments
The visit to the car dealership remains the penultimate step in the journey. The growing popularity of ‘Location Services’ means that potential customers are then being directed to the nearest trusted dealer of the vehicle they are looking for. While your OEM may have a strong digital brand strategy this is a national strategy and may not put your dealership first in the consumer’s search results. Being optimised for local search (Local SEO) is critical.

Am-I-getting-a-deal? moments
Customers look for the reassurance that your dealership has a good reputation. Google My Business is becoming a critical component in this rating. Customer comments, reviews, ratings and dealership response positively influence your levels of trust and reputation. The independance of a positive review supports the salesman. Even on the sales floor the potential buyer will still be checking prices and confirming that they are getting a good deal.

Your chance to influence the sale isn’t just happening in person, it’s happening online and most often on a smartphone. To be effective you have to outperform your competitors. You must be there – influencing these micro moments, be trusted – a credible source of automotive information, and be quick – If you aren’t there with the right answer, the moment the buyers are looking, chances are someone else will be.

Africa Analytics use their extensive knowledge of South Africa’s motor dealer industry to deliver cost effective SEO and digital advertising campaigns that produce results.

25 November 2016

About the Author:

Alan Golden is the CEO of the digital
marketing solutions agency Africa Analytics

www.AfricaAnalytics.co.za
Twitter: @AskAlanNow

Reference
¹2015 Google / TNS Auto Shopper Study – United States
²Automotive Shopper Path to Purchase, Millward Brown Digital and Polk 2015
³TNS Media Consumption Report