As more people are looking to buy a new car, they take it to the social networks to find what other car consumers think about a particular car brand, model and dealership. The best people to give you the advertising you need are not in your marketing department. Instead, it is friends and family of the car buyer.
Dealer.com, the global leader in automotive internet marketing solutions, in partnership with DriverSide and GfK Automotive, today announced the results of a study that shows that information on social media networks – such as status updates, comments and “likes.” The results also point to the role of advocacy between consumers as a powerful force, and underscore the importance for dealers and manufacturers to continue to engage with buyers; especially after the purchase when consumers are bonding with their new vehicle and are highly likely to broadcast their new car and purchase experience on social media channels.
With nearly 2,000 consumers who participated in the study called, “The Rise of Loyalty, Advocacy and Influence: Social Media and the New Automotive Buying Cycle,” the results show that there is a growing impact of consumer advocacy on loyalty.
Some key finding:
- 38 percent of new vehicle shoppers said they used or will use social media to research their next vehicle purchase.
- Of those who used Facebook while shopping, 41 percent said they saw a post that caused them to add a brand or model to their consideration; similarly, 28 percent said they saw a posting that caused them to add a dealership to their consideration.
- Of those who were loyal to a brand, 44 percent are very or somewhat likely to recommend that brand to their social networks; among those loyal to a dealership, that number is 47 percent.
A white paper analyzing the implications of the research findings for OEMs and dealers will be available for free download late November 2011; you can pre-sign-up today for a copy of the white paper at www.doessocialmatter.com.
For more information, view the official social media study press release.
Did you buy a car recently? Was social media a place where you did your research? Have others asked you about your vehicle?