The car marketing realm has undergone significant transformations, primarily powered by technological innovations and dynamic customer behavior. Automotive marketers in 2023 often find themselves navigating a tough business environment that traditional marketing strategies cannot apply.
Unlike before, automotive marketing no longer revolves around traditional print ads, showroom displays, and TV commercials. Advancing technologies have enabled dealerships to access vehicle retail data, which is used to create solid marketing strategies. Below are key automotive marketing trends car dealers should adapt for 2023 and beyond.
1. Digitization and online presence
Digitization and the need to create a strong online presence are key automotive marketing trends affecting car dealerships. With increasing reliance on smartphones and digital platforms, customers search, compare options, and purchase online.
Car dealers should recognize this unbeatable shift and digitize their marketing strategies. Marketing in the online space primarily revolves around having a professionally-designed mobile-friendly website. The website should provide detailed information about the dealer, list the available inventory, and offer customer engagement tools that allow customers to request quotes, apply for financing, and book test drives.
Social media is also integral to establishing a strong online presence. Car dealerships should use Facebook, Instagram, Twitter, and other social platforms to promote their offers. Dealers should also take advantage of search engine marketing, social media ads, and display ads to reach their target customers.
2. Personalization and customer experience
The importance of personalization and customer experience in automotive marketing cannot be ignored. Like other shoppers, car buyers expect tailored engagements and customized solutions from dealerships. Fortunately, dealers can leverage CRM platforms to personalize customer interactions and improve customer experience.
CRM platforms allow marketers to track and collect customer data, behavior, and preferences. This information helps dealers create targeted campaigns that meet customer preferences. Personalization also includes tailored promotions, recommendations, and offers based on prospects’ previous purchases and browsing history.
3. Electric vehicles and sustainability
The increasing adoption of electric vehicles and more emphasis on sustainable living also significantly affect automotive marketing. With countries transitioning towards clean and environmentally friendly transport options, car dealers should adopt marketing strategies related to these customer concerns.
For instance, dealers should include the environmental benefits of EV cars in their marketing campaigns. They should showcase how EVS reduce greenhouse gas emissions, improve air quality, and other benefits. Marketing EVs should also include educating potential customers on the long-term cost-saving benefits of these vehicles.
4. Video Marketing
Video marketing is an all-around digital marketing trend that car dealers shouldn’t ignore. This essentially involves using marketing videos to attract and engage customers and promote inventory. Video content is increasingly becoming a popular and effective means of reaching potential buyers in the current digital landscape.
Car dealerships can share compelling videos showcasing a car’s unique features. Videos also provide customers with a virtual tour of the showroom and driving experience. Unlike written content, videos easily evoke emotions and create a sense of desire.
Endnote
The car buying process has transformed over the years. Unlike before, when customers had to visit the dealership physically, modern car purchases are completed online. As such, dealerships should revolutionize their marketing strategies to reach and attract such buyers. Adopting the above mentioned trends can help dealerships remain competitive in 2023 and beyond.
