In a recent interview, Former New York Yankee great, Derek Jeter, made a powerful statement in which he stated "competition eliminates complacency." As the auto industry evolves, it becomes increasingly important to be reminded of the danger of settling. OEM's, dealer associations, and dealers are constantly under pressure to grow market share, and remain competitive.
Recent brand announcements such as Scion being absorbed into parent Toyota, serves as an example of where a more powerful way to engage shoppers, influence their decisions, and give them the power of data could have helped increase their exposure in the marketplace.
Dealer Associations are constantly looking for ways to differentiate themselves, gain market share, and eliminate their competition from the consideration set. These can all be achieved by using strategic digital marketing tactics that intersect with consumers during the consideration set.
Studies show that the majority of buyers that go into the purchase cycle with a brand in mind, end up buying a different make than the one intended. Dealers invest in websites to convert shoppers into buyers, and at this critical juncture in the decision making process, consumers have to be confident in their decision.
At every level, competitive content that gives the buyer affirmation of their decisions is a foundational piece that is required to own your backyard and survive in your market. Don't become a complacent business like Borders, become an Amazon!