Successful Digital Innovation
Are You Thinking Big This Holiday Season?
It comes as no surprise anymore to hear that digital is key. Smartphones, tablets, social media, email—these are all cornerstones of sales and marketing for successful industries, including automotive.
The numbers say it all, as provided by iMedia Connection. 4 out of 5 new vehicle shoppers use the internet in their purchasing process. 2.4 million shoppers use Facebook as part of making their decision. 58% of consumers will mention the purchase of a new vehicle via social media, 82% of those mentions are positive, and social media is where potential new customers seek out dealer and vehicle reviews.
“Participating in the recent JD Power Automotive Internet Roundtable in Las Vegas, the biggest trends to emerge involved the potential of mobile and tablet, along with the importance of having a strong social media plan. There’s overwhelming data that speaks not only to the growth, but to the effectiveness of these emerging platforms for automotive marketers.”
Volkswagen Netherlands has taken an innovative approach to the digital trend, and created a social media campaign to get consumers to choose either the classic Beetle or T1 model to be the new VW Fanwagen, which one lucky winner will get to take home. Of course to even participate, consumers must first LIKE the Volkswagen Netherlands Facebook Fanpage.
The T1 campervan has the numbers so far, but there is still a month left to decide who takes the winning model home. This is a rare example of Facebook LIKES actually building a vehicle. More at PSFK.
The 2012 Chevrolet Sonic is also showing off some impressive social media campaigns, along with a national campaign through Klout, the social site for measuring influence online. The campaign allows qualifying Klout users in Chicago, San Francisco, New York, Atlanta, and Dallas to sign up via the Klout Perks Program to drive a Sonic for a three-day test drive. The promotion runs through Dec. 14.
Carolin Probst-lyer, manager of digital consumer engagement at Chevrolet, had this to say:
“We are aiming the Sonic squarely at consumers who are part of the Millennial generation. Partnering with Klout allows us to reach this audience, encourage them to get behind the wheel of a Sonic and use social media to share their driving experiences.”
Digital is key, and innovation brings success, especially as we near the holidays and end of the year car sales. Don’t miss out on your opportunities to do digital right!
Photo by: Dave Pinter