MOST CONSUMERS EXPECT to shop online with a seamless , user-friendly experience that offers the convenience of browsing and purchasing products from the comfort of their own homes . As a result , dealerships must embrace the online buyer ’ s journey and adapt to modern consumer expectations and demands to stay competitive .
The more you know about the modern online buying journey , the better you ’ ll be able to employ the right mix of digital marketing tools that work together to help you get in front of the right buyers at the right time .
The Modern Online Shopping Journey
The modern buyer ’ s journey can be difficult to predict . It doesn ’ t always follow the same set path of calling or coming into a dealership , meeting with a sales rep , and making a purchase .
Instead , it jumps around to review sites , video sites , dealer websites , etc ., and no two journeys are exactly alike . Still , there are a few common consumer crossroads where you can capture potential customers ’ attention .
Consider implementing the following integrated marketing strategies at each stage of the modern online shopping journey .
Awareness
You only get one chance to make a first impression on potential buyers , and with so many dealerships marketing online , the first dealership to make an impression usually has a significant advantage .
As shoppers do their initial research , ensure your search engine optimization ( SEO ) will boost your dealership ’ s ranking on search engine results pages . You can also be there for potential
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