Last year I bought my first new car and couldn't Photo Background Removing be happier with it. I love the way it looks, how it drives, and the fact that I rarely need to fill it up with gas. I also love how comfortable and well-entertained it keeps me - even on long trips (meaning every trip, given the traffic in Los Angeles). Oh, and I love how it even Photo Background Removing remembers how to adjust my seat to my liking. When I drove my new car to the dealership, I immediately knew I had found the perfect vehicle for my needs - one I would enjoy driving for years to come. Mind you, that was no small feat, considering it took me almost a year and a half – and a ton of content – before I was ready to make my purchase. The automotive purchase funnel is long, complex and unpredictable Few industries are subject to as much scrutiny and complexity as the automotive category
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Not only is every automobile sale very much subject to each consumer's personal needs and preferences (i.e. in terms of safety ratings, style, features, Photo Background Removing cost and available financing, etc.), but there is a lot of unpredictability in the overall decision. -manufacturing process. Yet the one thing most automotive consumers seem to have in common is their reliance on digital content in the buying process. According to a study by Autotrader and Kelley Blue Book, 88% of potential buyers use the Internet for their research.Photo Background Removing Motor Vehicle Buyers Are Highly Dependent On Digital Content To Make Their Buying Decision, Says joderama Click To Tweet However, consumers' growing reliance on online automotive information does not always translate into marketing opportunities for automakers. In fact, according to the Autotrader/KBB study, 78% of new and used car shoppers turn to third-party sites for vehicle information, compared to 57% who visited a dealership and 36% who went directly from an OEM (original equipment manufacturer - eg Ford, Toyota) site. Furthermore, while consumers increasingly take it upon themselves to become more knowledgeable about buying cars, their research efforts do not necessarily make them more visible to dealers, or even to sales people who hope to influence their decisions when (or if) they finally visit a dealership. For example, a 2015 Autotrader
Automotive Buyer Influence study Photo Background Removing found that 75% of buyers end up buying the same make/model they had in mind when they first visited the dealership. Additionally, according to Harvard Business Review, 75% of buyers did not contact the dealership before visiting, and 25% left without speaking to anyone. And even when salespeople are able to connect with a viable lead, it's still difficult to determine where the lead is in the funnel, let alone what content the potential buyer wants - or how the lead wishes to receive it - to a particular microphone. moment of interaction. According to Brain + Trust Partners founding partner Photo Background Removing Christopher Barger, only about 18-20% of an automotive OEM's audience is in the market to buy a new vehicle within 12 months. Such a long and unpredictable sales cycle makes it difficult for marketers to quantify the ROI of their content efforts, let alone accurately analyze the resulting insights to inform the direction of their future. content programs and campaigns. Fortunately, a key solution to many of these problems could lie in the power of technology, especially data mining and personalization. “