Staying on top of the newest, most innovative marketing trends and tools is what separates the dealerships who are just playing the game from the dealerships who hit an advertising home run.
Well, it just so happens that at Aspen Automotive we love to keep our clients up to date on the industry’s freshest tactics that’ll help your team draw in new leads and delight existing customers.
That’s why we’re here with the lowdown on modern marketing movements that are landing on mobile devices across the nation. Ready to learn more about 2019 automotive marketing trends? Let’s dive in!
A New Take on the Buyer’s Journey: Google™ Micro-Moments
Think about it: the sheer number of interactions the average person has with their mobile device on a typical day is astronomical. Due to the increased amount of time consumers spend on their smartphones and tablets, Google™ has devised a new definition for the moments those same individuals use when they’re intent on discovering more about a certain topic: micro-moments.
But what are micro-moments? Take a look at how Google™ defines them:
“Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.”1
For the most part, micro-moments are guided by the desire to find relevant, useful information, regardless of the company that’s providing that information.
Micro-Moment Marketing: How to Succeed
To breathe some life into this marketing methodology, let’s put it in the context of your dealership. Let’s say that your team is trying to inform new and current customers about the convenience of your on-site service center.
To ensure that your dealership instantaneously fulfills the needs of consumers in need of automotive service, you could harness the three pillars of micro-moment marketing by creating an always-available, user-friendly, and fast interface, such as a real-time service line.
From their mobile device, your potential leads could see the wait at your service center and immediately snag a place in line. That way, they won’t need to wait for confirmation from your service facility. All they’d have to do is drive on over and get the service they need.
2019 Automotive Marketing Trends: Beyond Personalization
With the rise of data mining technologies, customers now expect at least some level of personalization in the consumer experience. So, to go beyond simple techniques, like using the customer’s first name on a piece of direct mail, it’s important to incorporate relevant information into your multi-channel marketing campaign.
For instance, data now allows dealerships to create algorithms that provide online shoppers with product and service recommendations based on their previous browsing history and purchases.
That way, you can take the customer shopping experience to the next level by suggesting similar products to your leads, which adds a customized feel to your dealership’s advertisements and site.
The Power of Voice
According to Gartner, “By 2020, 30% of web browsing sessions will be done without a screen.” That means that more and more buyers will be using voice to search for nearby dealerships, automotive service questions, and other topics related to your industry.
To harness the power of this 2019 automotive marketing trend, you’ll want to ensure that your dealership’s site offers a FAQ page that provides your shopper with answers to their voice search questions.
On top of that, make sure your dealership’s Google My Business™ profile is complete and contains helpful information that could be searched for using mobile voice recognition. Things like your address, phone number, business hours, and more are ideal for customers who are looking for a new dealership.
Prepare for Your Dealership for 2019 Automotive Marketing Trends Today!
At Aspen Automotive, we strive to keep our finger on the pulse of innovations in the automotive marketing industry.
So, if you’re thinking of adding some new tactics to your auto marketing strategy, connect with our team to see how we’ve incorporated these 2019 automotive marketing trends into the options we provide our clients. All you have to do is give us a call or send us an email today!