- Prasanthi Pittala
For car dealerships, digital video is the most likely candidate for "disruptive technology," - a technology that transforms how an industry does business. Video marketing is the creation of varied forms of video for promoting a particular company’s products and services. It is the most engaging form of marketing in recent times. Video content is the king in the auto industry. For many car shoppers, seeing is believing, so they need to understand the complete look and feel of a vehicle before they can envision themselves in a new car.
Video works well in grabbing the audience’s attention. If it manages to keep customer attention retained, the video can directly lead to a sale. Customers who are looking to buy a product and watch demonstration videos are 74% more likely to make a purchase.
The effectiveness of video in encouraging consumers to take action is proven. Statistics from Google suggest:
- 75% of auto shoppers say that online video has shaped their shopping habits or purchases.
- 40% of auto shoppers who used video for research say that it helped them discover a vehicle they weren’t previously aware of or considering.
- 60% of auto shoppers who used video for research reported visiting a dealership or dealer website after viewing a video.
Online videos that produce the most results for car dealerships typically showcase a vehicle’s build and major features. These may include video test drives, accessory demos, and even 360 virtual reality videos that fully immerse viewers inside the car setting. By providing your prospective customers with interesting and useful information in a creative, fun, and personalized manner, you can gain a customer’s trust. Your videos have the capability of engaging customers and igniting emotions. By adding a personal touch, you can promote your brand while gaining the respect of customers.
Overall, this automotive marketing strategy is about creating proof that your cars function as claimed and showing, rather than telling, viewers why the given vehicle provides the experience they want and need. It’s time your car dealership started creating some exciting product videos, be it if you’re selling a car, new accessory, or infotainment/safety feature.
For more information on using video at your dealership, please reach out to Doug Thompson at VehiclesTEST.com (954-629-2242), or set up a demo with him.