In some ways, auto dealerships are luckier than businesses in most other industries when it comes to video marketing. YouTube—far and away the world’s largest video platform, from both a consumer and a marketer perspective—is currently under the command of David Mogensen, a former automotive marketer.
That means a lot of great insight and information on auto consumers and the car buying process in the Internet age is available direct from the source.
Of course, that information is available to all car dealerships—you and your competitors—which means you’re under greater pressure to make use of the available information if you don’t want to lose ground. Mogensen recently published an article on car buying and marketing videos on YouTube with a lot of info on the increasing importance of marketing to mobile devices, and if you don’t put these stats into action you’ll be missing some major opportunities.
Good thing we came along to break it down for you.
Online video has been growing in availability and popularity for a few years; as mobile devices grow cheaper and better able to display high-quality video, and as cell phone plans and WiFi become more capable of supporting faster streaming, it’s becoming clear that video is the medium of choice for pretty much everything most consumers do.
2015 saw existing video trends hit an even sharper incline, with more than three millions hours of auto review videos seen on YouTube in just the first three quarters of the year. And nearly half of those hours—1.2 million, to be precise—were watched on mobile devices.
If you can offer video that’s mobile responsive, via a platform that’s easy to navigate on a phone’s screen, you’ll be capturing way more leads from car buyers in every phase of the purchase process.
It isn’t just auto review videos that car buyers are looking for on their mobile devices. Searches for car specifications, available options, and configurations on mobile devices have increased threefold in the past year.
Manufacturer websites are capturing a lot of this traffic, which can be good for the brand but doesn’t necessarily do you any favors. With mobile-ready and media-rich (i.e. video) information that speaks directly to user searches, your dealership’s site will more easily rank for local searches so you can reap direct rewards from these mobile search trends.
Car buyers are using mobile devices to search for car pricing, too. Overall searches for MSRP and list prices are higher than ever before, with 25% higher search volume compared to 2014, and 70% of these searches in 2015 were conducted on mobile devices. Again, the more mobile-friendly information you have on your site, the more customers you’ll attract right when they’re expressing interest in your vehicles.
Mogensen also shared some insights into how mobile devices are changing direct interactions between car buyers and dealerships—be sure to look for the low down in an upcoming article. Until then, feel free to get in touch with us and see how we can get you ready for more mobile buyers.