Digital Dealer - January 2019 - 7

CONNECTED CUSTOMERS ARE SEEKING MORE
'ASSISTIVE EXPERIENCES' THAT ENGAGE SHOPPERS
AT EVERY POINT IN THE JOURNEY AND GUIDE THEM
TO THEIR NEXT BEST ACTION."
their mobile device at the
beginning of the consideration process because it's
the device that's always
with them. This changes
the steps consumers take
toward their purchase as
well as the touch points
and sources they learn to
trust along the way. And
more and more, online
video is playing a critical role in guiding those
decisions-especially as
TV ratings continue to decline. In research conducted by Google for example,
it was learned that 75% of
auto shoppers say that online video has influenced
their shopping habits or
purchases. What's more,
70% of YouTube watch
time comes from mobile
devices.
Over half of auto shoppers, who turned to online
video while researching,
said it helped them learn
more about vehicles they
were considering. Furthermore, 40% said they relied
on YouTube to narrow
down their consideration
set.
This is key because it
establishes YouTube and
online video as an incredibly influential resource
to customers. Whether
they're making the smallest of decisions or looking
at major life purchases
such as a new vehicle
or even home, online

video engages customer
mindsets their way. It's not
just a place for cat videos
or other distractions. It's
a major thoroughfare
between the discovery
process and purchase.
But it isn't just that shoppers are turning to video
to help them compare and
contrast. They're taking
action from the platform

FRONT OF CUSTOMERS. The thing that can't

be overstated is that
understanding today's
customers, reaching them
where they shop, and
communicating in ways
that assist them while also
driving sales and growth.
For example, David
Kelleher of David Auto,
a Chrysler dealership in

NOW, BRANDS AND
DEALERS CAN PLUG
INTO CUSTOMER INTENT
TO MORE EFFECTIVELY
REACH DESIRED
AUDIENCES AND ENGAGE
CUSTOMERS WITH MORE
RELEVANT AND USEFUL
MESSAGES, OFFERS, AND
EXPERIENCES."
as well. Over 60% of new
car shoppers who referenced video during the
research process, reported
visiting a dealer website
after watching a video of a
vehicle they were considering. What's important for
automakers and dealers is
that video helps shoppers
take action. You must be
present where customers
are shopping if you want to
be part of their consideration set.
ONLINE VIDEO
PLACES BRANDS AND
DEALERS DIRECTLY IN

Glen Mills, Pennsylvania,
increased profits by 37%
as a result of online video
marketing. "I spent less
money and sold more cars
than I have in 25 years,"
he proudly stated. "When
we began taking our
messages to YouTube audiences, our internet leads
went up by 26% and our
in-store traffic by 22%,"
Kelleher explained.
Kellaher learned
firsthand that YouTube
directly connects with
the community and also
drives in-market shoppers
D I G I TA L D E A L E R . C O M

to local dealerships. While
TV and print are still part
of the media mix, YouTube
enables Kelleher and other
savvy dealers to be more
efficient with media dollars
while also driving customers into their dealerships.
THE ROAD AHEAD.

The automotive industry
certainly faces its challenges. This is why, now
more than ever, brands
and dealers need to update
their playbook by rethinking
the role of marketing and investments in a world where
customers are increasingly
mobile.
Simply having a digital
presence or mobile site is
not enough. Online video is
now proving very assistive
and influential in the buying
journey. It represents a new
and effective way to reach
customers and earn their
attention (and business).
You have to show up
in the places where their
research takes them and
connect the dots between
their path of discovery to
your brand and dealership.
That's what it means to
be assistive in a real-time,
mobile world.
Doing so, not only
delivers better results for
consumers, but also drives
business impact for dealers
and brands. ■
JANUARY 2019

7
http://www.DIGITALDEALER.COM
Digital Dealer - January 2019

Table of Contents for the Digital Edition of Digital Dealer - January 2019
