What’s Driving Consumer Conversations Online?
The world is changing; there is a new auto consumer – the millennial, and they represent twenty-eight percent of new car sales and shop very differently than those before them. Ninety-five percent shop for cars online, sixty-three percent visit at least two dealerships, and they use social media on average forty-three times a day. Right behind them is GenZ, who is even more connected. First and foremost it means that car manufacturers need to embrace social media now more than ever, and understand how its multiple channels can help drive sales. It also means that car manufacturers and their agencies need to continue to improve as publishers, sharing the right information, images and messages on the right channels at the right time to the right individuals. Equally important, it means that manufacturers and their agencies need to develop m ore actionable and strategic measures of the impact of their social media efforts.