With automotive purchase journeys increasingly taking place online, manufacturers and dealerships have a reason to place greater focus on digital channels to pick up customers in the early phases of their research.
An AutoTrader.com study from last year found that new and used buyers spend 75% of their car research time online, while Google stats suggest that these customers take an average of 2.7 months to decide on a purchase.
This presents a challenge for automotive marketers to grab the attention of these researchers and eventually move them offline for a test drive or a visit to a local dealership.
There’s also the challenge of measuring online marketing efforts when customers use so many channels, as tracking leads from website to dealership isn’t always simple.
In this article, I’ll look at the purchase journey, some examples of automotive brands online, and that tricky transition from web to dealership.