By Jade Makana
When it comes to automotive digital marketing, it’s a jungle out there, and dealers need to change their spots to survive.
According to data from Cobalt’s car-buyer intelligence database, car-shoppers visit a minimum of eight dealer websites, with some visiting as many as twenty in a single day. With so much competition, consumer loyalty is clearly an endangered species. What’s a dealer to do to win the sale?
Evolution, baby! To survive, a dealer must take a cue from some common jungle fauna. Enter the Peacheetameleon, a mysteriously powerful new trybrid creature that is one third peacock/one third cheetah/and one third chameleon.
The Anatomy of a Peacheetameleon Dealer Website:
• The Peacock: Like the most vibrant bird in the jungle, dealers need an eye-catching website to engage and dazzle those who have been desensitized by hours of dizzy web-surfing. Stop them in their tracks with a captivating design that-much like the peacock-shows off your best assets: competitive messaging like largest inventory, awesome specials, or great customer service. Websites with drag and drop capability make it easy and fun to mix up your dealer website with vibrant designs.
• The Cheetah: Looks are one thing, but it doesn’t matter how compelling your dealer site is if it takes eons to load. Look for websites that are HTML5 compatible so they can load with lightening speed on any device (tablets, mobiles, desktops, oh my!)
• The Chameleon: On a related note, you don’t want to blend into the digital landscape like the chameleon, but you DO want a website that easily adapts to any surroundings. A dealer website that is optimized for tablets, mobiles, and desktops ensures you can provide ideal car-shopping experiences anywhere, a must for today’s on-the-go shopper.
Becoming a Peacheetameleon takes work, but it’s worth it. Additional data demonstrates that today’s car-shoppers are easy pickings for the differentiated dealer. Our eBook, The Guide to the Modern Car-Shopper, found that 60% of consumers haven’t selected a make and model, and 64% of shoppers visiting your dealer website will purchase within 60 days.
Translation: these shoppers are in-market, undecided, and looking for something that’s going to catch their eye and put their mindless web surfing to rest. All you have to do is be the dealer that stands out from the pack.
To find out about multichannel marketing and how to adopt your dealership, download the eBook Multichannel Marketing: Coordinating Existing Media for Maximum Exposure.
Jade Makana, Cobalt Corporate Storyteller, may be reached at [email protected].