In the auto marketing community, "Ply-Myths" and "Mercury Fables" abound. But now it's time for three of the most common misconceptions to hit the highway.
Myth 1: One Marketing Channel Is Good Enough
Everyone shops differently and responds to different forms of marketing. Multi-channel auto marketing that includes emails, search engine marketing via advertisements, and social advertising are still the best way to advertise if a company wants to attract prospects.
It's advantageous to be where your customers are. Today, they are everywhere: online, mobile, and offline. Customers have more options to take action in response to your advertising thanks to an expansion in the number of channels available now.
Customers are in the driver's seat and have full control of the buying process. The information superhighway is the buyer's main route to get information. Deliver consistent customer experiences across multiple channels and you can create a winning strategy to make each touch point count.
Myth 2: It's Off-Putting to Include Inventory in Online Marketing
Some might believe it's too heavy-handed or "salesy," but including live dealership inventory in email marketing messages was found to result in a 47 percent increase in click-through rates. Don't shy away from including it!
Visuals are more effective at conveying messages than static text alone. Automotive marketing with product displays enhances the car-buying experience. This strategy provides value. It gives customers a clear view of vehicle features. Impressing with lots of photos and current incentives also helps move buyers along the path to buy.
Dynamic retargeting also presents the opportunity to display ads to attract buyers who previously viewed cars on your site or mobile app. Ads are tailored to show buyers products and services based on what they viewed during their site visit. Retargeting display ads can help you build leads and sales. It's clear that visual content plays a big role in the purchase process. A digital showroom has its perks, but buyers will come to your dealership to inspect a vehicle's bells and whistles to determine whether it's the right fit for their lifestyle. Incorporate visuals into your auto marketing strategy. This will create a dramatic increase in customer interest, showroom visits, and sales.
Myth 3: Less Is More in Auto Marketing
That temptation to avoid sounding overly salesy can rear its ugly head again when it comes to choosing what to include in marketing materials. Whether that’s in an email or online inventory, buyers these days want more information than ever before.
Consumers conduct 11.5 hours of online research and only visit 1.4 dealerships before purchasing a car. This means the more info you have on your site about the cars, the better. This builds trust and helps position your company as an expert.
A buyer isn't influenced by the product and service offerings anymore. It's a positive customer experience that seals the deal. When vehicle information is inaccurate or unavailable, buyers get annoyed and drive away. It's essential to show strong product knowledge. Make sure custom features, payment calculators, and available inventory are accessible. Offer specialized auto data that buyers can understand and use to meet their needs.
The automotive industry is an intensely competitive environment. Car buyers are spending more time researching online now. Your company can be a one-stop source to deliver the informative content buyers want. Customers can choose to have their needs met with any auto company. Let your dealership be the first and last choice throughout the buyer's journey.