As digital marketers, it’s your job to attract buyers that are shopping online, and as GMs, you have seen the impact that online media has on sales and the bottom line. However, with new players coming into the fold and existing dealers upping their investments, it will be increasingly difficult to reach car buyers with your dealership’s message.
One way to increase your message reach is to customize your marketing on different parts of the buyer’s path to purchase.
In 2012, Microsoft Advertising created a report that identified the stages of a car buyer’s journey from the initial realisation of a need (or want) all the way beyond the purchase to ownership.
Each of these stages has a variety of media outlets and online information sources which are useful at each stage. Back in the day (or until just a few years ago) we marketers would have to rack our brains to determine the best time and place to display each ad. Fortunately, in today’s digital marketing age we can get extremely targeted with our messages and our content.
Thus, the ability to move from “educated guessing” to “data driven certainty”.
What we found missing from the stages that Microsoft had outlined is that car shoppers aren’t actively engaged in shopping 100% of the time. As a result, we need to add another dimension to these stages.
- Active Auto Shoppers
- Passive Auto Shoppers