It`s not what you say, its how you say it - automotive online gets personal

There’s no getting away from it, despite what you might say in the majority of cases where married couples buy a new or used vehicle, it’s the woman who makes the final decision.

The alpha male may be reluctant to admit this, especially in the presence of a car sales man, after all the car yard is a man zone!
However, at the end of the day, once all of the chest beating and back slapping over kilowatts and brake horse power, engine size and torque has died down, the final words uttered by the alpha male are usually “I’ll just ask the missus..”

In an article published by insidercarsecrets.com almost 80% of new or used vehicle purchase decisions made by couples are a result of the woman calling the shots.

Further support for this comes from American online car giant cars.com, who in a recent study identified that 53% of all new car purchases and 85% of all car sales are made by women.
Quick to recognise the potential of this, cars.com added motherproof.com to its network of car sites.

As a website, motherproof.com is dedicated to providing women in general and mothers in particular with useful and entertaining new car reviews. The reviews are straight forward and casual written from one woman to another – no talk of power, no talk of speed, just honest reviews tailored specifically to the female driver.

But what point am I trying to make?

In today’s competitive automotive market place, standing out from the crowd is rather difficult, especially online.
You offer the ‘exclusive’ new model range, so does everyone else. You offer ‘the best selection of quality used vehicles’, so does everyone else.

What really is your point of difference? When it comes to the product – nothing. When it comes to the service – nothing, so what are you to do?

Essentially go back to basics and look at how you communicate with your customers more so than what you are communicating.

The main driving force behind the web today is that of relevant content – communicating to your customers on their level, in language that they understand and that they can relate to.

Adopting a ‘one message for all strategy’ worked well in the days of mass marketing campaigns but in today’s online arena, customers demand that your approach to them is specifically targeted to their needs, in a way in which they understand.

It is only through recognition of this fact that you begin to understand how the web and its associated technologies allows you to easily distinguish between your target market groups and the messages that you deliver.

I have used the Automotive industry here as a case study example however the principles apply to any industry – communicate the right message, to the right people in a way in which they understand and watch the enquiries roll in.

To find out more about how you are your business can adopt a more targeted approach to your customers online, why not get in contact with Wiliam today.