Driving Digital – The Motor Industry Forecast
By Leanne Ross
August 29, 2017
After witnessing record growth in 2017, the UK’s car market is strong — however, customer behaviour is changing.
In the past, buying a car meant multiple dealership visits, brochures and taking the sales person’s word as gospel.
Fast-forward to 2017 and the car-buying process is driven by digital.
Now, the average car buyer has a huge 900 digital interactions in the three months leading up to the purchase or lease of a car.
In a fiercely competitive marketplace, automotive companies need to remain reactive to changing user behaviour to truly harness the opportunities offered by digital.
Award-winning digital marketing agency Mediaworks produced their Driving Digital white paper to help the industry better understand their market and what the future holds…
The UK’s car market is strong, already witnessing record growth in 2017. Compared to 2015, the number of new cars sold in the UK grew by 2% in 2016. Used car sales were on the up too, growing by 7.3% on the previous year.
Our growing dependence on digital has given rise to a new wave of car buyers. A recent survey found that 75% of car buyers would complete the entire vehicle-purchase process online — cutting out the forecourts entirely.
Clearly, car buyers have embraced digital. The question is, have you?
The Five Steps To Digital Success
The Mediaworks white paper explains five steps to digital success in the motor industry based on identifying the following areas of opportunity:
- Ranking with RankBrain
Google’s machine-learning artificial intelligence system is making search smarter. Find out how to improve your ranking potential.
2. Mastering Mobile
Mobile is big business for automotive companies. Is your site mobile-ready?
3. Convincing Content
Online research plays a huge part in the automotive buying cycle. Create content to support every stage.
4. Remind with Remarketing
With competition high, dynamic remarketing keeps your brand at the forefront of past visitors’ minds.
5. Manage Your Online Reputation
Mitigate the risk of negative reviews through effective management and promotion of positive content.
Convincing Content is just one area of digital growth that holds significant opportunity for the industry.
A large part of the car-buying process is online research.
97% of new car buyers thoroughly research vehicles and their buying options online before they make a visit to the dealership. This research takes eight hours for 59% of potential buyers, though 39% spend over four months researching.
The typical car buyer’s 900 digital interactions include:
• 139 Google searches
• 14 YouTube videos
• 89 images
• 69 dealer interactions
• 186 manufacturer interactions
During this time, 14 brands were explored, six brands were considered and a decision was made from two brands.
At the start of their purchase journey, just 30% of buyers knew the exact vehicle they wanted to buy. 36% of new car buyers considered both new and used vehicles, while over half (55%) of used car buyers did the same.
Mediaworks’ research explores content elements such as identifying what consumers are looking for, creating engaging content for each step and the benefits of embracing video content.