Perhaps no market in the world is as competitive as the auto dealership business. To stay relevant, dealership managers must continually evolve to shifting customer focus, or risk falling behind. With a new generation of buyers coming of age, so too must the methods of communication. Soon billboards and print ads will go the way of the phone book. Younger buyers expect on-demand interaction at the social level. To achieve this, auto dealers are breaking new ground and implementing the latest tools to keep traffic coming through the door.
It’s a Mobile World
Let’s face it: the word “phone” in “mobile phone” is a bit of a misnomer. Sure, mobile phones might make calls, but in the same way a luxury car is also a music listening device, they can do that and so much more. Modern cell phones are powerful computers, and automotive dealership responsive websites must adapt to this new platform to stay relevant. Busy, text-heavy, slow-loading websites may have worked on a desktop with a 19-inch monitor five years ago, but the modern computer screen—the screen of a mobile phone—is about five inches wide. To maximize every inch of screen real estate, apps are now the name of the game.
This new generation of buyers prefers the smooth interface, low data consumption, and fast loading time of well-designed applications.
Put Down the Phone
Ironically, with the explosion in popularity of mobile computing platforms, using phones to make calls is at an all-time low. As new methods of communication come available, consumers want to access the information they need and move on as fast as possible. This means staffing call centers to take customer calls is slowly but surely becoming a thing of the past. Online chat services are the new go-to way for customers to talk to someone and have their questions answered. Most automotive dealership responsive websites designed by professional SEO companies include this feature in their list of offered products.
Not Just for Kids Anymore
The realm of social media is another area in which dealership managers cannot afford to overlook. What used to be dismissed as a gossip tool for kids is quickly becoming an integral part of any successful business marketing strategy. Opening direct conduits of communication via Facebook, Twitter, Instagram, and other platforms allow consumers to interact directly with salespeople. Additionally, dealerships are able to offer promotions, track followers, and better gauge how their outreach initiatives are being received.
A Brave New World
As we cross the threshold into this new digital era, automotive dealerships that continue to offer innovative and immersive technology will be at the forefront of the industry, tapping into profit margins along with ever-increasing customer interaction and engagement.