I recently went through the daunting task of buying a new car. The car I had been driving had over 212,000 miles on it and was on her last leg – I was running out of time. The modern age of car buying, or just shopping in general, involves the internet as an assisting tool more than ever. In fact, 81% of shoppers conduct online research before making a purchase. As interesting as it would be, this blog is not going to tell you how to buy a car or who to buy it from, but it is about how online marketing came into play throughout the process affecting me and my final purchase decision.
The search
Just like many first time buyers in the market, I started off my search with some generic online research. According to a recent study, 94% of millennial car buyers research vehicles online multiple times looking at, on average, more than 10 different sources for information. I spent a lot of my time comparing models, pricing, features, and special deals/promotions from the manufacturer.
When I began the buying search
I opened myself up to a wave of remarketing ads that followed every digital footprint that I left. Suddenly, facebook was filled with images of local cars and messages enticing me to buy this very second. If you aren’t familiar with remarketing, you can read more about it here, but essentially by visiting certain online car relate pages, I was tagged and targeted with specific car ads tailored to influence my decision. These ads would follow me no matter what website I was on.
Remarketing kept me thinking phone lists for sale about some of my favorite models, without being too disruptive to my daily activities. I would accredit remarketing to speeding up of my purchase journey because the constant daily reminders of flashy new cars made me despise my current car even more and had me day dreaming about a new ride.
As I got more serious about buying, the marketing tactics got more intense and a more invasive. In order to see the prices of a lot of the vehicles that peaked my interest, I was prompted to enter my personal information like email, phone number, and name; this opened an entirely new can of worms. Within an hour of ‘inquiring,’ my phone already had two missed called and a new voicemail, from the same person! I admired the speed, but the disruption of my work day was not greatly appreciated. In addition to a flood of calls, my email folder was starting to see a flood of new messages, none of which showed me the actual price of the vehicle I wanted.
This is where the fine line of data and communication
I cannot stress the importance of using marketing as relationship facilitation rather than sales spitting.
I was pretty serious about buying a new IT Cell Number car quickly, but. The constant calls and pressure were more daunting than. Sales inducing. I even chose not to visit a certain dealership because their. Calls and emails were so excessive that I felt uneasy about. The pressure that would come with face-to-face interaction.
Remarketing ads are a different. Form of advertisements. This audience has already been to your. Site so you can tailor your copy to be a bit more direct. The goal of the ad is for them to come back. To the site again and maybe, also complete an action.
Remarketing ad copy tips:
This audience is more likely in the decision or action stage of the sales funnel.
If possible, create urgency in the copy by adding notifications about deals, or promotional material. (ex: additional 25% off.
