The performance of the U.S. automobile industry in 2019 was relatively modest, with average vehicle sales at 16.9 million, up from 17.3 million in 2018 and 17.23 million in 2017. Despite the impressive level of wholesale auto sales over the years, professionals and analysts are concerned about the challenges ahead. This is partly due to trade uncertainty between the ongoing trade stalemate between the US and China, which has led to a decline in trade investment and manufacturing output. Let’s not forget the Coronavirus outbreak that presents new challenges to the automobile industry. Locking measures against the spread of the disease led to the closure of production plants, disruption of supply chains, and retail outlets closing their doors.
Why digital marketing was important to the automobile industry during the COVID-19 era
The current epidemic and its aftermath are going to harm the automotive industry and abrupt changes in consumer buying behavior. In this time of uncertainty, digital marketing strategy is very important for businesses in the automobile industry in the hope of retaining important market share and customer voice share.
The digital and mobile experiences affect the decision-making process of customers, even those who buy new cars or are interested in buying in the future. Therefore, business owners in the automobile industry need to invest their time, energy, and effort in digital marketing to cope with the current storm and sustain them for subsequent growth.
Here are the main reasons why the automobile industry is using digital marketing to boost their business after Lockdown. I will discuss each of them in detail and present key points to make a case for the matter.
Businesses in the automobile industry, such as car dealerships, rely on word traffic and word of mouth to increase their customer base and increase instant sales. But this presents a big problem because staying at home and staying on orders has led to a sharp drop in vehicle traffic and is a serious concern for auto retailers.
Social exclusion may have created a physical distance between these businesses and customers, but it connects them in a new way – the Internet! That is why digital communication and a comprehensive online approach are important to mitigate the effects of current disruptions.
Auto businesses need to understand that the current hurdle is temporary and that there are still customers who need specific auto products and services after Lockdown. In other words, they need you, you need to be available.
Changing your strategy increases your visibility, allowing you to communicate effectively and timely with customers in the right place and at the right time.
2. Influence Purchase Results
The effort and resources you now invest in during the lockout will determine your rewards. When many businesses are suspending their marketing efforts, you especially need to reduce the doubling of the digital space.
You need to continue your communication and marketing efforts online to stay at the forefront of customer decision-making. According to Google statistics, it takes an average of 2.7 months to decide between buying a new car.
Since these buying results take a considerable amount of time, you need to double your digital marketing efforts and reach out to customers early in the car-buying journey. While they may not make an immediate purchase, the idea is that you should be at the forefront of customers ’purchasing decisions until they are ready.
Being recently sealed in your home is a wonderful opportunity for you to concentrate your energy on developing a vibrant and credible digital marketing strategy. When this whole situation passes, there is still a crowd of potential buyers interested in buying the car. However, only companies that have an effective approach to capturing and convincing potential buyers are successful.
3. Brand awareness
Most businesses in the automobile industry, from supply stores to sales, repair, and rental facilities, typically use basic marketing techniques to visit their company and then pick it up from there.
But what is happening now is that the economic downturn resulting from the epidemic is leading to massive unemployment and uncertainty, even among those who are still employed. Undoubtedly, the current situation is forcing consumers to prioritize their spending habits, so buying a car is less of a priority at this time. This means that your current marketing attitude should change very fast. Keep in mind that current circumstances may change why people buy cars due to the COVID-19 epidemic, with reports suggesting that it is safer to drive a private vehicle than to use public transportation or ride-healing service. Do not forget that there will be a gradual increase in vehicle use as lockdown operations are slowly being phased out and millions are returning to work, indicating the potential demand for certain types of automobile services from maintenance, service, or repair.
Most car buyers or those with automobile service requirements can be sure that they will explore and consider their options using the internet.
However, only brands with a significant voice among these individuals can benefit from any need for automobile services. So, if potential buyers and customers need any automobile product and/or service that your business offers, you want your automobile company to be on their minds. The best way to achieve this is through an adaptive and responsive online marketing strategy. Therefore, by making the voice consumer role an invaluable and valuable component, you need to develop provocative messages through effective digital marketing channels.
4. Specify the current situation
Car buyers or essential employees in need of an automobile product or service will use the Internet to search for automobile-related service providers.
For your business to be an outlet for these automobile-related products or services, you need to establish and maintain a presence in the digital space. In addition, through digital marketing, you can create and deliver information-based online messages that speak directly to potential buyers and customers of your business, a new approach to providing services to customers during the current crisis.
For example, using an effective digital marketing channel and the right message can inform people about your business transition to deliver products online or use alternative service delivery methods. If you can not walk or visit your stores, it’s an incredible way to let consumers know that they still have access to the automobile products and services they need. To ensure the safety of your employees and customers who want to go to the store, it would be a great idea to include the steps you take in your company.
Digital marketing services for the automobile industry
1. Automobile SEO
Organic traffic is the backbone of any business, be it a startup or a brand. This is because buyers often rely on the internet to search for their preferred services. Enhance your web page and its products (motor vehicles) with useful titles and meta descriptions (more snippets) that will help search engine crawlers keep your site high on SERP results.
2. Social Media Management
If you want to sell more cars or automobile parts, social media is the perfect site. Display your vehicles with ads on all social media sites like Facebook, Instagram, LinkedIn, Twitter. Instagram is suitable for automobiles because you can display all car models and parts of automobiles like different types of wheels, engines.
3. Email Marketing
Gather all your customer details and run successful email campaigns. It was found that only 25% of internet visits are triggered by email marketing. Creating email campaigns for multiple locations and brands with pictures and videos of new car models enhances the customer experience so lead your company.
4. Content Marketing
Some people may not know which model/brand to buy, which gives good fuel efficiency and mileage. Also, all the dealers do not have all kinds of brands in their showrooms so it can be burdensome to go to different showrooms and ask for details.
5. YouTube Marketing
Creating 1 minute to 3-minute videos on vehicles with their brands has more potential for sales as they have global users who spend at least 3 hours a day on YouTube. If you are only a manufacturer of automobile parts, you can explore your products like tires, steering wheels, etc. with creative video creation. You can also run ads on this platform.
6. PPC Management
Advertise motor vehicles and auto parts with Google Ads, Bing Ads, and Pay-Per-Click Management. Increase your sales volume by planning effective campaigns. Images play an important role in the automobile industry. Creating campaigns with different models of vehicles and their 3D displays can have a huge impact on your organization. These campaigns generate engagement exchange rates and sales. Reach potential buyers through dealer vehicle ads.
The automobile sector, like many other sectors of the economy, had to face a severe downturn due to recent global events.
It can no longer be business as usual and you need to follow and implement methods that will help you to continue the process. In every type of business, strategic marketing is essential for business growth and long-term success. There is no doubt that the current situation is causing a dramatic change in consumer preferences and financial decisions. However, this change has already taken shape as a large percentage of automobile buyers use the Internet for vehicle-related needs.
Many potential car buyers and individuals in need of automobile service have used the Internet to research already available service providers and weigh their preferences. The only difference now is that this use has tripled with homestay orders across the state, and some people who fear long-term health are simply entering the store, to use the internet as an alternative option.
This is an additional reason why you should invest your time, energy, and resources in using an online marketing channel and effective strategy, which allows you to talk directly with your customers and bring them into your business.
Without digital marketing, you will not be able to target your preferred customer population or inform or convince them that your business is capable of handling their specific needs. Therefore, the automobile industry needs to finalize the issue of why digital marketing is taking place at this time and beyond.
What is digital marketing in automobile industry?
With digital marketing, automated parts suppliers can determine the best ways to place ads and tap the total search sites. Digital marketing helps companies create a population profile of their potential leaders. Helps to measure the results of advertising campaigns for digital marketing suppliers.
How digital marketing can change the automobile industry?
Digital marketing helps to identify current trends in the automobile industry, analyze consumer behavior, facilitate performance monitoring, increase customer satisfaction and broaden the scope for continuous improvement. Digital marketing helps identify potential automobile influencers on social media.