![]() ![]() By incorporating both Majorel’s report along with the ACA research’s paper, we try to remodel the customer journey framework for automobile buyers for a pictorial view of how we can engage car buyers at different touchpoints along their purchase journey: Majorel’s research, Online Car Sales: The Digital Customer Journey in the Automotive Industry, provided insightful information about the phases and contact channels that car buyers engage with. #4 – Finalize choice of vehicle: 1-3 weeks prior to purchase #3 – Go for test drive: 2-3 weeks prior to purchase #2 – Shortlisting the targets: 4-7 weeks prior to purchase #1 – Develop a shopping list of vehicles and brands: 1-3 months prior to purchase A study by ACA Research found that the automotive customer journey typically lasts from 5-12 weeks following these stages: It is crucial to know as much and as many of your customers as possible before developing your campaign. Tracking and understanding the customer journey should be the basis of your strategy. Developing Automotive Marketing Strategies Marketers have to be ever more in tune with consumers to understand their behaviour and preferences to develop an effective digital marketing strategy for car-buying. Some even skip visiting a dealership or showroom altogether. For many, the car-buying process has gone digital with users increasingly relying on multiple online channels to obtain information prior to purchase. ![]() One of the key trends that have emerged and accelerated during the pandemic is the shift in car purchase journey and cycle. Advertising with a Call-To-Action (CTA).A summary of the Key Strategies we uncovered.#5 Purchase and Repurchase: Attain Customer Loyalty.#4 Intent, Selection and Test Drives: Retarget your audience.#3 Consideration and Research: Create space for dialogue across channels.#2 Narrow Selection: Customer Reviews Matter.#1 Awareness: The Customer Journey Begins Online.
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