The days when sales in the automotive sector were entirely in-person are long gone. Who doesn't remember visiting dealerships, talking to salespeople, and looking at cars? The process was long, exhausting, and didn't always result in the best choice. After all, Automotive Marketing came to change that.
With the advancement of technology and, above all, virtual reality features, almost 90% of the buying process in this sector is now done digitally.
Therefore, in this content, you will get acquainted with the trends and updates in Automotive Marketing. This will allow you to position your business strategically across digital channels and increase your revenue potential.
Be found
"How can I be found by people looking for my services amidst so much competition?" — this is the main complaint from entrepreneurs.
Certainly, developing competitive potential is very important and involves:
- Product differentiators;
- Pricing and negotiation possibilities;
- Choosing a good location for the establishment, if necessary;
- Good and widespread sales promotion;
- In other words, something like the famous 4 P's of Marketing.
Digital presence in the automotive sector
However, ecommerce has significantly increased these opportunities, even for purchasing a vehicle — which is a physical and tangible item.
On the other hand, we are not suggesting choosing a car solely based on photos on websites or social media. Rather, the goal is to optimize the sale as much as possible through Automotive Marketing, in order to avoid unnecessary travel.
Have good traffic management
According to Capterra — a software comparison platform — 68% of consumers use social media and search tools to find product and company information before making a purchase.
Therefore, if the majority of your potential audience searches online before visiting the location, you need to be found in this medium!
Objectives of Traffic Management
- Target and nurture qualified leads by analyzing the target audience based on interests, demographics, and purchasing behavior, thus directing your efforts toward people who are most likely to be interested in your products;
- Ensure an improved consumer experience by thoroughly understanding what they are looking for and how they want to be served;
- Also identify which secondary audiences could be potential consumers in the medium or long term;
- Build brand awareness, authority, and recognition in the segment.
- In practice, a well-structured traffic strategy can directly impact lead generation and acquisition costs. See how this was applied in the Brabus Mitsubishi case study.
Use high demand to your advantage
A recent survey conducted by ABComm — Brazilian Electronic Commerce Association — showed that sales in Brazilian e-commerce reached R$ 169.6 billion in 2022.
As a result, the online market has grown by 71% since the beginning of the Covid-19 pandemic, between 2020 and 2022.
We are now nearing the middle of 2023, and projections are certainly even higher.
Expectations point to an increase of around 9.5%. Based on this data, ecommerce is expected to reach R$ 186 billion by the end of the year, while online purchase orders are projected to surpass 395 million.
Establish a presence on social media
Social media holds high potential in the public's decision-making process.
Benefits of a strategic social media presence in Automotive Marketing
- Increase brand visibility outside the physical environment, or even make the need for a physical location irrelevant, drastically reducing your company's maintenance costs;
- Ensure direct communication with your customers by answering questions, providing support, and building lasting relationships;
- Use platform data, such as Meta Business Suite, to evaluate the performance of your sales campaigns and identify areas for improvement;
- All of this with a low investment cost, since it is possible to promote organically or run relatively cheaper ads compared to other forms of advertising and promotion, resulting in a higher return on investment (ROI).
- The integration of different channels can also maximize the results of an automotive campaign. In the Lexus Alphaville launch case study, the strategy combined digital media, OOH, a landing page, and in-person actions to generate visibility and qualified leads.
Take advantage of remote interactions
How about a guided tour of the car via video call? In addition to avoiding a trip to the dealership, the lead can ask questions and even hear the engine roar, all in real time, while also being able to include trusted individuals on the call.
Want an example? Suppose a father wants to buy a car as a gift for his daughter, but their schedules never match up. This can be resolved in minutes, no matter where they are!
This can also benefit the car seller who is putting the vehicle on the market but is unable to physically travel with it. You can anticipate and streamline the entire process through this convenience.
Digital dealerships
These new business models aim to ensure that:
- Negotiation is carried out much more objectively: the buyer searches for what they want to purchase, and the results are directed accordingly. There is no need to visit the store or wait around for the ideal car;
- The seller is not subjected to unnecessary negotiations and contacts;
- The vehicle's value depreciates less, paperwork is simplified, and everything is handled with professional guidance, far from the headaches associated with in-person transactions.
Build trust and transparency in the automotive sector
However, the actions mentioned above require proper monitoring to guarantee their success. Therefore, it is important to maintain a smooth workflow.
People increasingly lack time and look to be guided toward the best path.
You, as an automotive resale specialist, may in turn need help with promotion, traffic management, optimized campaigns, and everything else that Automotive Marketing offers.
Get started right now!
We have experts in this field to guide your business in the right direction. Check out our portfolio!
It is time to embrace the opportunities of digitalization, even in a niche where in-person sales remain very strong.
Give your business a much greater boost by offering these features as an alternative to conventional methods.
The benefits of maintaining your digital performance are numerous and focus on what will truly generate revenue.
Get in touch with one of our consultants and revolutionize your journey with us!
