A special note to any small or large car dealerships: This post should help motivate you to start climbing the mountain. This is a prime time for car dealerships and automotive ad agencies to excel. According to Forrester consumers now spend nearly as much time online as they do watching TV. Just think of the possibilities of reaching your best prospective clients online.
Razorfish “Digital Brand Experience Survey” shows that even though consumers are more empowered than ever before, they still desire a relationship with a brand, and a brand has a major say in that relationship.
It’s just that automotive dealerships need to shift their thinking from one-way advertising to two-way consumer experiences if they want to take advantage of the attributes of the digital world.
I’m grateful to my friend Michael Gass who passed on this Razorfish research and his key takeaways:
Consumers are not shutting out brands – they’re interacting with them. 77% of consumers surveyed have watched a commercial or video advertisement on YouTube with some frequency; 69% have provided feedback to a brand, either through a website or a third-party service like GetSatisfaction.com; 65% have played a branded browser-based game. Moreover, 70% have participated in a brand-sponsored contest or sweepstakes.
Digital experiences create customers. The overwhelming majority of consumers who actively engage with a brand in digital fashion are much more inclined to purchase products and recommend the brand to others.
Digital can make or break a brand. 65% of consumers say that a digital experience, either positive or negative, changed their opinion of a brand. Of those, 97% said that their experience influenced whether they eventually purchased from the brand.
This is the year of the brand fan. According to this study, 40% of consumers have friended a Facebook brand page, and 26 % have followed a brand on Twitter.
If Social Media is not in your plans this research should scare you to death! The good news it’s not too late too late to get in the game. Make sure you get with an automotive ad agency that understands social media and how to execute. Look closely because most have no idea.