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Wanted: Better customised online experience for car buyers

Jack Loo | Dec. 17, 2012
Accenture survey finds that better digital marketing could make car-buying process faster

"In our experience, car buyers are open to post-sales activities such as loyalty programme memberships and enrolment in maintenance plans," said Mentuccia. "Success with these programmes can be enhanced through the use of customised landing pages that are based on customer demographics, personal preferences and previous interactions. However, our research shows that consumers believe the auto industry has a way to go to enhance digital marketing."

According to the survey, 82 percent of the respondents believe that better interactive digital marketing is a must for the auto industry, and 83 percent agree that improved digital media would significantly reduce the time needed to purchase a vehicle. In addition, over three quarters of consumers (76 percent) feel that the auto sector significantly lags other retail industries in the use of digital media tools such as video and 360-degree website tours.

From the survey, Accenture believes that putting digital marketing to better use could yield an increase in topline sales for the automotive sector of one to two percent.


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