With the widespread use of the internet, mobile phones, smart devices, tablets, laptop and desktop computers – the way that we search for anything that we wish to purchase has changed over the recent years. When it comes to looking to purchase an automotive vehicle we often turn to the internet in order to compare and contrast our preferred car to drive. We want to look at multiple images as well as a video if possible so that we can fully take in the look and feel of the vehicles – this may even assist us in purchasing the auto vehicle, car, van, motorcycle or maybe even caravan without even going to view it in person.
So we have established in general what the car purchaser expects to be available at their fingertips so aid in purchasing. But, what about the car dealers large and small that are out there? The large organisations will most probably have a corporate engine behind them which will be used to showcase their stock. But what about the smaller car dealer or the person who may go to the car auctions now and again and looks to showcase their purchase in order to effect a quick sale?
We do know that there are industry platforms that can be used for a fee [similar to what we find in the restaurant take away industry] which many choose to make use of. With that said many savvy car dealers are becoming more and more aware of how important it is to establish a digital marketing footprint in their area of operation and that managing their operations via a third party platform may well prove as a hindrance in their business branding goals.
It is with the above point in mind that automotive showrooms are taking steps to have their own auto showroom car sales and marketing platform. This will enable them to be in full control over when they list vehicles, change images and with the car sales platform listed on their own company domain along with their own branding and imaging; over time this allows them to build real equity into the business with no ongoing commission or individual car listings fees to pay.
Digital marketing for car dealers and automotive sellers in the form of having their own website with their own domain, based around company specific auto dealership marketing which will see users coming directly to the car dealer website and not an industry platform. Adopting this form of car sales marketing is certainly the way to carve out a car sales and marketing brand which will lead to increased revenues, expanded digital marketing footprint and enhanced brand equity.
Stephen C Campbell is a business strategy professional, consultant and trainer. He runs Capid Houser which provides digital marketing and social media services including the development of a car dealer listings website platform which is seen as the complete professional advertising & digital marketing platform supporting car dealerships & automotive showrooms.