Just like Frank Sinatra sang: "I did it my way".
A couple of days ago I posted some thoughts on search behavior and content marketing, this takes it a bit further in one industry. We recently attended a round-table in the automotive industry where Google presented the following facts on how search has changed consumer behavior:
- 75% of car buyers are in the market for over a month, with the average in the 4-6 month time frame
- 61% will watch a video before going to dealership
- 54% say that the Internet lead them to the dealer
- 49% search the internet to find best deals
- 44% use mobile device for comparison on the lot
- 35% of the time customer is searching when dealership is closed
- 32% use their Smartphone to find a dealership
- 25% percent change brands based on information on the internet they research
The lesson learned is there are only two rules any more: #1 “the consumer is absolutely in control” and #2, “see the first rule”.
So, if I were the marketing director for an automobile manufacturer – or an entrepreneur starting a business in this sector, here is what I’d do to improve the customer experience.
- Find a point of differentiation (uniqueness) that allows emotional and communal content to augment the promotional, informational content that the dealer already provides. Too often search is dry.
- Make it easy to remember what cars consumers look at after leaving the lot. I’d create a custom content that integrated emotional and informational content; this would be done by creating a custom brochure using either QR or NFC technology
- Link buyers/browsers together as they traverse the buying cycle to share and get a sense of community and or winning. See Nissan's roadtrip for Versa.
All these innovative solutions require the blending of marketing and technology, no wonder firms are creating a ‘Chief Marketing Technologist’ and yes, there is a blog for that. Scott Brinker's presentation at the Adobe event is worth watching or reading.