With great change comes great opportunity, and for the automotive sector, now is a time of seismic shifts.
From the road to electrification to finance mis-selling “scandals” to the rollout (and occasional rollback) of agency models, the last year has been packed with industry headlines and fluid goalposts.
At the heart of the automotive trade one thing remains consistent though, people want to buy cars, and retailers and OEMs would very much like to sell them. The current landscape is tough… but if it was easy, everyone would be an automotive professional.
For organisations and retailers ready to embrace evolution, now is the chance to get it right and drive results today while building a better, stronger tomorrow.
At OCOCO Media, we work closely with our clients across the UK and Europe, and from boardrooms to showrooms, we’re proud to partner with some of the brightest and best. Here’s our look at the biggest digital trends – and potential wins - for retailers and brands in 2025.
Let’s get started with some quick headlines…
Short form video content is set to stay in pole position when it comes to building rapport and showcasing vehicles to your social media audiences
The agency model debate rumbles on, so nurturing localised, relevant digital communities holds even more value right now
The balance of knowledge is shifting as customers increasingly do their research online, extensively, before they visit a dealership
Friendly, customer-focused retail teams committed to sharing their expert knowledge online are a winning combination right now.
And beyond that? Let’s explore…
Oh, Hi AI
Not limited to just the world of vehicle retail, AI is arguably transforming most industries right now.
And AI is a fantastic tool when used well. That typically means for improving efficiencies, enabling better use of data, and facilitating processes. Consider it a little extra capacity where areas can be automated.
One of the best examples we’ve seen has been in recorded call analysis – where only a percentage of completed sales calls can be selected to be listened to by human ears to help improve customer service processes, AI can listen to the remainder. This means that alongside those collated calls, heard and analysed in detail by your team, AI can collect any key trends and generalisations from the rest.
Okay, you won’t experience the intricacies of specific conversation, but you can gain general learnings that can help you improve results. It’s like getting extra eyes (on a basic, but not time-consuming level) across more of your business. And, alongside this, you still benefit from your higher-effort, expert team findings. So far so good.
Unfortunately, when it comes to automotive digital marketing, we see some of the biggest AI missteps… Your social media marketing is one of your biggest customer communication channels, taking place in real-time, 365 days a year, forever. It’s a key platform for building human connections, and this can only be achieved with authentic content that connects.
For those relying on social media posts, used vehicle descriptions, webpage copy, and more, all generated from Chat GPT, there are horror stories.
At best, we see unusual phrasing on social media that makes audiences wary, eroding trust and disconnecting your marketing message. At worst, we’ve spoken to OEMs who have reprimanded dealership groups for their use of AI imagery with incorrect logos, and even in one instance, a generated image of a car with multiple door handles on one panel.
At the crux of the issue - you need to get the right foundations in place with a robust, transparent AI policy for your automotive business. Making it clear when AI adds value, and establishing exact guidelines, will make it easy for your team to benefit from all the good elements AI can offer, while being mindful of limitations.
Keep it human when needed. And when it comes to customer communications, it’s vital that your website copy and social media posts are made for people, by people in order to achieve the right results.
Your Money Where Your Mouth Is
“There will come a time, soon, when people won’t buy a clean car from a dirty business” was one of the headline conclusions from this year’s AM Live panel discussions. As we look ahead to 2025, this should be an important consideration.
For decades, car dealerships have been central to their local communities, providing job opportunities, and keeping their areas moving. Supporting these communities has always been a worthwhile investment, and in a world where consumers look for more from the companies they buy from, visible good business practice is essential.
That means ensuring that your values align with the priorities of your customer base, in a demonstrable way. Encouraging sales teams to live with and drive EVs, to give customers the best possible information on making the switch to electric, is a great first step. Going further by documenting their EV-learnings through your social media posts helps guide customers on their own journeys towards a hybrid or electric vehicle, and takes your digital communications to the next level – delivering relatable, digestible marketing messages.
If consumers see others making the transition from ICE to EV, locally, they’ve got social proof that it can be done, inspiring a change in behaviour, and building trust and rapport.
And for those keen to lead the electric charge, putting your money where your mouth is doesn’t end with car sales. Consider your energy choices, recycling, and business processes in order to establish yourself as a truly environmentally conscious retailer.
All aspects of your business can help nurture potential customers, or drive them elsewhere. From solar panels that build a greener future to apprenticeship programmes that upskill local young people to state-of-the-art showroom facilities that delight visiting customers, all are essential to a strong business story. Chances are, you’re doing all of this already, so for 2025, think about how this is best shared with customers through your organic social media campaigns and make it happen.
Caught In the Web
As active-in-the-market customer numbers fluctuate, and volume and demand are not always aligned, there are always ways to use your digital presence to cut through to the right audiences, at the right time.
If you’re keen to drive website traffic from potential buyers today while building brand awareness for tomorrow, there are a huge range of emerging and evolving paid social targeting opportunities available right now, with even more development on the way.
Whether you’re looking for the select clientele for your supercar, the right group of customers for your prestige vehicle, or just genuinely interested audiences for your volume brand, reaching your target customers is essential.
The secret to staying ahead of the curve for 2025? Having the right marketing support in place.
Contact us today for a complimentary consultation. If you’d like to equip your in-house team with all of the skills and confidence they need to drive a clear ROI with measurable sales from social media, or you’re keen to work with an expert outsourced partner with a demonstrable track record, the OCOCO Media team is here to help. We'd be delighted to hear from you and discuss how our digital marketing services can bring you closer to your customers.
Comentarios