2020 was expected to be a year for automotive business growth while continuing with the implementation of existing traditional templates. In fact, it’s pretty simple, do what has been proven to work and success will follow. This may have been the outlook for the first quarter but, things were about change. The term "digital transformation" became a new buzz word in the Auto Industry. Both OEMs and retailers needed to shift their level of consumer engagement and marketing outlook with newly imposed health and safety protocols.
Instituting a new awareness of how the consumer thinks and their expectations, became a lesson learned. The consumer now wanted quick and reliable information at their fingertips and their convenience. This led to primarily focussing on the need for digital online shopping. Determining what degree of information to make accessible to the consumer, what controls the consumer can have over their auto purchase experience and the accuracy of the information provided? Accepting that online shopping will be a standard practice among the Auto Industry has led retailers and OEMs to revisit their traditional sales and marketing approach.
The importance of Social Media has grown so much so that it is now part of the annual forecasting budget. It is understood the consumer will engage with social media platforms before making their next vehicle purchase. How the retailer is represented and rated is a powerful influencer among consumers. The type of message, target audience and transparency of informtion while providing a pleasant visual experience is paramount for auto social media and marketing campaigns. For auto retailers, it is simply not enough to have social media channels. You must have a social media strategy in order bridge the gap between your brand's digital engagement and consumer expectations. Maintenance of social media outlets and keeping up with current and up to the minute information will the expectation.
Retailers are also looking at expanding their digital reach with A.I. components. Attempts to make the consumer purchase and service experiences more efficient, safe and seamless is becoming a leading directive. Self-service components are being implemented into the auto retail environment. These processes are being met with customer acceptance and adaptability. Consumers are wanting new ways to do old business and, this has already been established in other retail and customer focused industries. Self-serve checkouts, curbside pickups, and less phyiscal in person interaction is becoming the new normal.
Along with these new automotive digital solutions comes new challenges and concerns. Cybersecurity, Ransomware Protection and Data Breach Protection are also being built into the 2021 business financial planning. It is clear that the Auto Industry is one of the fundamental backbones for our economy. The challenge will be maintaining this status. Change can be a hard pill to swallow but by embracing the efficiencies and effectiveness of technology, the Auto Industry will prove to transform itself into a future business model with more internal and consumer confidence.
Opmerkingen