One of the many interesting things about working at a third-party automotive website (in my case, Kelley Blue Book's kbb.com) is that I always hear stories about the car-buying process from my friends. While there is more information available to consumers about cars now than ever before, there is still a lingering uncertainty in people throughout the whole car-buying experience.
Even more interesting is that I'm often asked to give feedback about a particular model, or to accompany someone to a new-car showroom, to aid in the car-shopping process. Even after all of the research that shoppers do prior to purchasing a new vehicle, there still seems to be a need for them to be further "comforted" during the actual process. This presents a true opportunity for auto marketers to expand their efforts in reaching new-vehicle shoppers.
There are a number of platforms in the shopping process where auto marketers can help comfort and inform shoppers:
- Online
- Via text messaging
- Through a social network
- Via mobile
One of the real automotive marketing innovators in these types of efforts is Mazda. The auto manufacturer has been a leader in providing multiple tools to consumers to aid them in their shopping process.
Rudy Privitelli, group manager of digital marketing for Mazda North American Operations, says, "We take great pride in leading in this space to ensure we maintain every advantage we can in this competitive environment. For example, we provide options like the Mazda Shopping Assistant (MSA). This online chat feature allows our Mazda site browsers to connect with a Mazda employee to assist them with their needs while online. The MSA agent can also answer questions concerning current incentives, products, financing options and assist in getting a selling price for a specific vehicle from their local Mazda dealer."
The ability for a car shopper to ask questions directly to a manufacturer via its website is something that both comforts and benefits the consumer. This feature already is being used in other non-automotive sites, and it would be a great addition to both manufacturer and third-party auto sites as an aid to car shoppers.
Many opportunities exist to use social networks to help consumers shopping for cars. For example, Facebook now has some auto companies setting up a profile and allowing Facebook users to become fans. This is great for current owners and prospective buyers to read comments and get information about a particular manufacturer, and it is another way for shoppers to feel comforted during the shopping process.
Mobile applications also are being used to help the shopper during the buying process. According to Mazda's Privitelli, "MazdaUSA.com is completely mobile and we continue to add features like SMS that allows consumers to receive text messages of driving directions to Mazda dealerships, and we will soon enable quote requests over the same application. Imagine sending a quote request while at lunch, communicating with the Mazda dealer in negotiating the deal, and completing the purchase before dinner -- all with your mobile device."
With all the numerous platforms available to auto marketers, it is still important to remember that each of these platforms has different characteristics that need to be used to garner results each in their individual ways.
Paul Ratzky, director of strategic integration for Team One Advertising, says, "A key point auto marketers need to keep in mind is that each platform is unique, and serves a very specific purpose for its users. The old days of taking a message and blasting it all over, through numerous avenues, must end. Most of the digital marketing that annoys consumers is due to it being misapplied for that particular platform."
"Each one of these offers a unique benefit; that is why a user chooses to adopt it in the first place. Marketing must take advantage of that particular trait, and ideally actually add value rather than simply distract or disrupt. Understand that online offers interactive functionality, messaging offers immediacy, social networks offer personal recommendations, etc. Use each platform how it works best, and always ask why a user would welcome this. It sounds simple, but more often than not this does not seem to be followed by marketers looking to use multiple platforms."
Clearly, there are still many opportunities for auto manufacturers, third-party sites and all retailers to help consumers in the buying process. The smart marketers are taking advantage of the new technologies available to help comfort and inform shoppers throughout their buying experience.
Tim Hand is director of advertising and business development (West) for Kelley Blue Book's kbb.com.
