Peacheetameleon: New Cobalt Study Shows Dealers Must Evolve to Survive

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].



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