Internet Marketing for Automobiles
In society today, the Internet is a fabulous tool for automobilecompanies to inform the public about their products. In addition, theInternet serves the consumer, allowing potential customers to researchvarious vehicles they are considering. By bringing customers in throughInternet-generated sales leads, the dealers are also able to lower theircustomer acquisition costs. Above all, the Internet is about theproficient distribution of information. The Internet is used to pricevehicles, review cars, check for recall notices and safety standards, aswell as to check what a dealer may have in his or her inventory. Within ashort time, and with a small amount of effort, the car purchaser can becomewell informed about all aspects of his or her purchase decision (Keller, Car purchasers in today's market are a vast and varying breed ofconsumer. According to NFO WorldGroup, one of the leading providers ofresearch-based marketing, car buyers can be segmented into six basicgroups. "Status buyers" are those who purchase a specific type of car toshow success or gain self-confidence. "Utility buyers" are those motivatedto purchase a car simply for transportation. "Adventure buyers" seek
Whereas television, newspapers, and billboards are designed toreach large amounts of people in a limited fashion, Internet-advertisingaims to reach smaller amounts of people in different groups in a broaderadvertising scheme (Morgan Stanley, 1999). Research by Kenneth Hollander Associates found that consumers use theInternet early in the car buying process to gain information, but stillwant to deal face-to-face when buying. New versions must be sent to theprinter months in advance, and old versions must be recycled. Another external trend includes Bluetooth, a short-range wireless technology, and other communication and technological"toys". The use of creative advertising online can also boost sales by makingthe customer more interested in purchasing. Secondly, the ability to download wallpapers and images of the car theconsumer likes will allow for stronger branding, a key marketing concept. Instead of relying on industryverbiage and dishonest car dealers, the average automobile purchaser nowhas the power to research vehicles, dealers, and financing from the privacyof their own home, unpressured. Aconsumer will not wait five minutes for a website to load. Consumers enjoy Internet information because of its speed. First, electronic versions of catalogs, brochures, andwhite papers do not have to be printed, stored, or shipped. Whileconsumers who see a television ad for a new automobile are less likely tofurther investigate that automobile, the Internet consumer is more likelyto click links from the advertisement if they are interested (MorganStanley, 1999). In addition, they utilize the website to respond tocustomer queries, allowing consumers to gain information without having toleave home. The research, a survey of 1459Internet consumers nationwide, also found that 8 out of 10 consumers likedthe idea of online services referring them to a dealer. Byexpanding their customer base, companies can also boost their sales byselling more products to more people at one time, without adding additionalresourced (Evans, 2004).
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