At Modix, we’re committed to helping dealerships stand out from the crowd and stay ahead of the curve when it comes to new ways of connecting with potential customers. In this blog post, we take a look at the up-and-coming digital marketing trends for 2019 – and how dealers can harness their potential to sell cars faster.
In recent years we’ve seen consumer preferences shift firmly into the digital world, and 2019 will be no exception. This year will see new types of online content coming to the fore, with a focus on providing a seamless and memorable customer experience at all stages.
Video is becoming more and more important in business marketing strategies, offering huge scope for customer interaction. According to Single Grain, 70% of consumers say that they have shared a brand’s video and, as a result, 72% of businesses say video has improved their conversion rate.
It is clear, then, that video has huge potential for dealerships: from posting informative videos on social media to utilising 360-degree video content on their listings. In fact, according to Google and Kantar TNS (The Drive to Decide, 2018), 69% of car buyers stated that advanced video technology like 360° video would either ‘definitely’ or ‘probably’ convince them to buy without a test drive. With the majority of purchases still happening at the dealership following a test drive, the potential of 360° video cannot be understated. At Modix, we have seen an uplift in intent to purchase of up to 42% compared to vehicles listed without imagery from our 360° software.
If you want to connect with more customers, then personalised marketing is essential. With the availability of data such as purchase history, the open-rate of emails and links clicked, creating custom content is quick and easy. When a buying experience is personalised – from emails to web content – the user instantly feels a connection to the brand and therefore has a richer experience with the content in question.
With the increased availability of information and services online, modern consumers expect a faster and better-value service, plus a personalised shopping experience. Research from SalesForce found that 57% of consumers are willing to share personal data in exchange for personalised offers or discounts and 52% would share personal data in exchange for product recommendations.
Visual search can make a positive impact on a buying experience. Visual search engines, such as Google Lens, allow users to upload an image to conduct a search and get more specific results. This innovative software can visually recognise objects, landmarks, business cards and, of course, cars.
Dealerships can therefore harness this visual recognition technology to help buyers find a model they have seen when out and about and ‘serve’ them the location of the exact model to test drive. This will bridge the gap between seeing a stylish car on the street or on social media, and having the opportunity to test drive it at a nearby dealership.
Consumer preferences are changing – as they discover easier ways to find the information they’re after, this will start to impact the way they choose to purchase certain products. And voice search is a big part of this. By 2020, Gartner have predicted that 30% of web browsing sessions will be conducted without a screen. To support this, comScore believe that 50% of all searches will be voice searches by then.
Voice search plays an important role in providing all the relevant information that people are searching for through audio content. Alexa, Siri and Google. Many brands have included voice search in their digital marketing strategies to deliver value-based content effectively to their customers, and this is definitely an area dealerships should look at.
Previously a rather futuristic concept, Artificial intelligence (AI) is now coming to the fore across different industries. On the car-making side, Kia’s Real-time Emotion Adaptive Driving (R.E.A.D.) system harnesses the power of AI and a range of sensors to adjust a car’s interior lighting, climate and music according to the driver’s emotional state.
This can also be advantageous to dealerships, as AI can help you automate and optimize your customer service. It can analyse consumer behaviour and browsing patterns to help dealers understand how car buyers find their products and services. It can also impact your customer service: according to Gartner, 25% of customer service will use chatbot technology by 2020, up from less than 2% in 2017.
At Modix, we have a team of experts dedicated to helping you sell cars faster – if you’d like to find out more, get in touch today.