Eighty per cent of consumers conduct most of their vehicle research online and only visit dealerships to finalize the paperwork, according to a report by digital marketing agency Adtaxi.
The report indicates that consumers prefer to spend time shopping for their car online rather than making decisions in-person at their local dealership. They want to learn as much as they can in advance, visiting dealerships only to confirm their vehicle of choice or to sign on the dotted line.
Adtaxi believes omni-channel marketing is at the heart of a solution that will help dealers take advantage of the shift.
“By utilizing technologies that analyze campaign performance in real-time and reallocate marketing dollars to the highest performing platform, regardless of channel, dealerships can gain an edge on the competition,” according to the news release.
Dealers can benefit from the online trend by identifying their dealership’s ideal audience, the digital channels that offer the best ROI, and optimizing their overall campaign performance using data across all their campaigns.
