Using Social Media To Reach New Car Buyers

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Using Social Media To Reach New Car Buyers

Social networking sites, such as Facebook, have a greater reach among new-vehicle prospects than search engines or portals, according to a new report from J.D. Power and Associates.

Automotive marketers that establish a presence on social networking sites can be effective at finding and targeting new- vehicle buyers. Using tactics such as creating profiles or fan pages on these sites may increase chances for interaction with prospective customers. It is important for marketers to know that obvious advertising on social networking sites tends to be received negatively by the target audience.

Highlights of the report include:

· One-third of buyers visit an automotive brand site or third-party site six months or more prior to making a vehicle purchase, while two-thirds of buyers have visited at least one of those types of sites three months prior to purchase.
· Nearly one in five buyers (19 percent) who shop online first turn to dealer sites, with 41 percent first visiting manufacturer Web sites and 40 percent visiting third-party automotive sites first.
· New-vehicle buyers who shop online consider 2.9 vehicles, on average.

“Social media is now shaping customer expectations in any and every way,” said Chance Parker, vice president and general manager of the Web Intelligence Division at J.D. Power and Associates.

“Listening to social media is increasingly on people’s radar screens and people are scrambling to understand it. It’s not enough simply to count the buzz, it is important to understand what that buzz really means to your brand.”

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