Australian Automotive is shifting gears – build an experience to match
Jessica DeVries, Managing Director, Search Optics APAC, shares her insights on digital marketing in 2017.
If 2016 was the year digital took over the automotive industry, 2017 is shaping up as the year we push the boundaries of it. With Virtual Reality, driverless cars, Artificial Intelligence and the Internet of Things at the forefront of new development, the industry at the starting mark for an overhaul in the way we interact, engage and connect with consumers.
Roy Morgan Research put it sharply in perspective during its State of the Nation 2017 presentation, noting: “The automotive industry is facing immense technological disruption in the near future following the well-worn path taken by booksellers, music vendors, retailers and media companies in recent years.” The difference, is we’re well-equipped to take advantage of this change, rather than being victims of it.
Buyers have come to expect a level of interaction that makes them feel as though they are the centre of your brand. They have come to relate to companies which treat them like people: who understand them, can tailor content to their unique preferences and ensure they have full visibility into offerings and services.
As a nation on digital natives, known globally for our high smartphone adoption, dealers and OEMs have begun opening their eyes to a mobile-centric approach, and see it as integral in growing leads and bring customers through the sales funnel.
The Australian automotive market has a lot of work to do to reach this constantly evolving benchmark but is in a great position. So how can we reach these customers? Using innovative marketing techniques which connect to the right customers at the right time with the right offers. And digital tools are at the very heart of this approach.
- Am I mobile first? The screen is the new showroom, so your mobile website should give customers the same feeling.
- Do I know my outcomes? It’s important to understand what role your digital strategy will play in capturing customers, so that a digital strategy can be developed that speaks to your goals.