How mobile is changing the Australian automotive industry
Six out of 10 shoppers enter the market unsure which car to buy. Google’s head of automotive explains how mobile has taken control of the purchase experience and how brands can get on board.
We all know consumers are spending more and more time online, especially on mobile. This has transformed the way consumers research and make purchases — even for big-ticket items like cars.
In the past, buying a new car was all about making a great impression in the showroom. Today, the journey starts well before that and much of it happens online and on mobile.
A Google survey of car buyers suggested consumers are moving away from traditional paths to purchase and doing more research online.
What does this mean for auto brands trying to reach today’s consumers? Here are a few points for marketers to consider.
So true.
Even years ago, when I knew which card I wanted I emailed several dealerships for their best price before I even considered them.
Recently, I was sent a text with an upgrade offer by my car dealership, which I’m seriously considering.
I went on to the NRMA site, because they had just emailed me with their latest car reviews, to check on the models mentioned by the dealer.
Research is under way. If there’s a purchase, it will most likely be made with the dealer who sent the 1st text as we are very happy with their car brand, service / maintenance of our existing cars.
Before we visit the dealer, we’ll already know about the pricing, inclusions/extras and be ready to negotiate.
An example of timely & relevant digital marketing.
Great article (although I think ATL media still warrants a mention as being still hugely influential).
The irony of our increasing usage of mobile devices is that last mile of the path to purchase still typically feature the analog steps of making a call to a dealer &/ or walking into a showroom. This is where being able to measure and attribute the entire customer journey can make a big difference from both a media efficiency and a customer experience perspective.