Over the past ten years our world has become more and more digital, shaping and evolving the way we market. Our focus as marketeers is to keep on track of trends and how consumer behaviour is developing with the ever-changing landscape. Here’s our Open Road Social Strategist’s take on some of the latest trends for car brands when launching new models in the UK.
In a recent study, Facebook uncovered the key elements that drive the crucial impacts for consumers purchasing a new vehicle. 45% of people said they learned about a new model launched via their mobile. And 44% heard via a social media or messaging app.
Get in pole position
More than ever, brands need to be front of mind when consumers start their car purchase journey, so tease something new – the earlier the better. The time it takes to purchase a car is decreasing, 89% said they spend less than three months actively researching their car before purchasing. And 90% of users already had three different brands in mind when they started looking, so what’s going to make you stand out?
Looking at that three-month journey from start to finish, car brands need to think how they are going to make an impact throughout the whole experience.
What’s your driving factor?
45% said they would complete their entire purchase online if possible, so personalising that experience and driving people into your garage is crucial. What’s going to encourage people to visit you? What can you offer that’s different to others? Make sure you’re including that in your content.
Making that journey seamless is a big win for consumers, so hit them at multiple points along that journey. Make it personal. 74% of users said they purchase a new car due to change in circumstances. Recognise that it is a big step, that personal recognition will differentiate you from others. Plus, one advert isn’t going to cut it, so make sure you have a range of targeted adverts for the different users.
A car is one of the biggest purchases most people make, tailoring that experience to individuals will help build trust. Digital communities are amongst the first places people hear about your product, so keeping an always-on approach will help you stay front of mind.