Last Modified: June 30, 2023
Written By:|Published Date: May 2, 2018|2 min read
Future Automotive Marketing Trends: What to Expect?
According to Google's "Automotive Shopper Study," 95% of vehicle buyers use digital as a source of information, and twice as many people start their research online versus at a dealer. Buyers typically search for information about which car would best suit their needs and the best deals available for their budget online first. They also read customer reviews to help them narrow down where they will go to buy their next car and when. People go online to research at every stage of the customer journey. Will this change in customer behavior determine the future of automotive marketing trends?
Mobile devices are not only a key element in the customer’s experience when buying vehicles, but they are also important to salespeople. Comscore research in 2020 found nearly twice as many consumers a month used mobile devices to research vehicles over a desktop computer. It is not enough to have just a mobile responsive website to attract your customers—your approach should be mobile-first. Customers expect mobile apps, video content, social media, and much more from their dealership. Mobile-first users use mobile sites and apps when they are doing their research. Buyers find mobile sites and apps useful in different aspects of the research process. For example, a buyer may use mobile websites to compare vehicles but use an app to review warranty information.
Mobile rules the digital world
When talking about future automotive marketing trends, the internet will stay the number one source for vehicle research. So, it doesn’t come as a surprise that a buyer’s online experience begins with a search engine. The key element in such searches is the location, and customers prefer choosing dealerships that are closer to them. As of 2019, 46% of all searches on Google are seeking local information. And 97% of search engine users have used online for a local business. This means almost half of all search traffic is local. Local searches lead to more purchases than non-local searches. This is an enormous opportunity for smart businesses who dominate local search in their niche.
Location, location, location
There is no doubt about video being the determining factor in the digital world, especially in the automotive industry. It’s one of the most effective tactics due to its ability to bring the highest ROI. Not to mention, video is also in high demand by consumers.Hubspot's 2023 Video Marketing Trends Report found 92% of marketers (and all-time high) get good ROI on video content. (That's up from 87% in 2022.)Keeping that in mind, who knows what other benefits video holds for the future of the automotive industry? The top types of videos car buyers watch include test drives, specs and features videos, and vehicle interior and exterior walkthroughs. Changes in the digital world will definitely continue to shape the automotive industry, and marketing and sales will become a key focus for automotive brands. With video as the leading type of content, automotive buyers will expect to receive all important information in that format. To conclude, future automotive marketing trends will be strongly determined by video for its power and endless possibilities.Covideo provides video email software that helps businesses and individuals communicate more effectively, build relationships faster, and reinforce their brands with easy-to-make personalized videos. Check us out for free!