Automotive Marketing, the new way to sell cars
Posted: Wed Jan 22, 2025 4:58 am
In the past, in automotive marketing , digitalization was just another alternative to empower dealers. Now, with changing consumer habits and ways of accessing products, digital transformation is not an option, but the way forward .
That's why, in this article, we're going to tell you how the sector is changing and how to take advantage of the digitalization of automotive marketing.
The Argentine newspaper La Nación reported in April last year that the Argentine automotive industry began to get excited about a recovery in sales, production and exports.
In early May, La Jornada reported that Mexico had improved its economic outlook for the domestic automotive market and that car sales had grown by 139%.
In February, in the Motor section of the newspaper El Tiempo, it was mentioned that for 2021 a 17% growth in sales in the automotive sector was expected .
Deloitte's 2022 Global Automotive Consumer Study finds that iceland phone number lead in-person shopping experiences are still preferred.
It is clear that the pace of change in the sector is accelerated. But what are the new car sales strategies that are emerging in this context?
The priority is to have a digital presence, even when the final purchase is made in person . This is because the shopping experience begins digitally.
Therefore, now more than ever, automotive marketing must be digital and specifically omnichannel . Key points to get the boost that the industry needs to recover some of the ground lost during the pandemic.
Establishing an online presence with automotive marketing
How do users get to a dealership? A few years ago, it was most common for people to go to a dealership to see the available vehicles and start analyzing alternatives.
Today, that is a thing of the past. The customer journey begins online . According to a study by Australian market research consultancy Aca Research, the automotive customer journey typically lasts 5 to 12 weeks.
Within this period, users complete the following route:
They make a list of vehicles and brands that interest them, for which they turn to the Internet.
They preselect the models that fit their needs, researching all available channels: Google searches, social networks, Ads, videos.
They make online inquiries at agencies that have the models they are interested in and offer financing plans that fit their budget.
They schedule an appointment at the dealership, usually to see the model and take a test drive.
They choose the vehicle and the financing plan.
They proceed to purchase the car.
chatbot_marketing_automotive
As we can see, a good part of the process of buying a vehicle happens online. That is why having a presence on the Internet should be the first thing to work on in automotive marketing.
As people increasingly rely on online search engines to get to the cars they are interested in, dealers need to start migrating from traditional advertising channels to more modern channels. That means consolidating their online presence, prioritizing the user experience .
To be truly competitive in automotive marketing and establish new car sales strategies, having an optimized website or landing page is a must .
Online reviews do matter
In the research process, users are guided by multiple sources. Of course, the dealership's website will be among the first content they will consult, but they will not stop there.
At this stage, customer reviews are key to helping them with their decision-making. Thus, the car buyer will read reviews on various channels, mainly those left by people on Google or Youtube. They will also look for reviews specific to the car model they are interested in buying.
That's why, in this article, we're going to tell you how the sector is changing and how to take advantage of the digitalization of automotive marketing.
The Argentine newspaper La Nación reported in April last year that the Argentine automotive industry began to get excited about a recovery in sales, production and exports.
In early May, La Jornada reported that Mexico had improved its economic outlook for the domestic automotive market and that car sales had grown by 139%.
In February, in the Motor section of the newspaper El Tiempo, it was mentioned that for 2021 a 17% growth in sales in the automotive sector was expected .
Deloitte's 2022 Global Automotive Consumer Study finds that iceland phone number lead in-person shopping experiences are still preferred.
It is clear that the pace of change in the sector is accelerated. But what are the new car sales strategies that are emerging in this context?
The priority is to have a digital presence, even when the final purchase is made in person . This is because the shopping experience begins digitally.
Therefore, now more than ever, automotive marketing must be digital and specifically omnichannel . Key points to get the boost that the industry needs to recover some of the ground lost during the pandemic.
Establishing an online presence with automotive marketing
How do users get to a dealership? A few years ago, it was most common for people to go to a dealership to see the available vehicles and start analyzing alternatives.
Today, that is a thing of the past. The customer journey begins online . According to a study by Australian market research consultancy Aca Research, the automotive customer journey typically lasts 5 to 12 weeks.
Within this period, users complete the following route:
They make a list of vehicles and brands that interest them, for which they turn to the Internet.
They preselect the models that fit their needs, researching all available channels: Google searches, social networks, Ads, videos.
They make online inquiries at agencies that have the models they are interested in and offer financing plans that fit their budget.
They schedule an appointment at the dealership, usually to see the model and take a test drive.
They choose the vehicle and the financing plan.
They proceed to purchase the car.
chatbot_marketing_automotive
As we can see, a good part of the process of buying a vehicle happens online. That is why having a presence on the Internet should be the first thing to work on in automotive marketing.
As people increasingly rely on online search engines to get to the cars they are interested in, dealers need to start migrating from traditional advertising channels to more modern channels. That means consolidating their online presence, prioritizing the user experience .
To be truly competitive in automotive marketing and establish new car sales strategies, having an optimized website or landing page is a must .
Online reviews do matter
In the research process, users are guided by multiple sources. Of course, the dealership's website will be among the first content they will consult, but they will not stop there.
At this stage, customer reviews are key to helping them with their decision-making. Thus, the car buyer will read reviews on various channels, mainly those left by people on Google or Youtube. They will also look for reviews specific to the car model they are interested in buying.