The automotive industry is a major consumer of mass media advertising and its sales are mainly channeled through branded and franchised dealerships.
Today’s car buyer gathers information online about the options they have, not only to buy alternative models, but also to find the desired model at the best price. To do this, they use the ROPO method (research online / purchase offline), i.e. they research online and buy at the dealership.
To influence the buyer, they must be accompanied on their purchasing journey, from browsing the Internet, through lead generation techniques; to monitoring them, with lead nurturing techniques; right through to the dealership where the sale is completed, often including at this point the cross-selling of products such as insurance and financing. However, customer value, for the manufacturer and the dealer, increases with the acquisition of accessories and spare parts, as well as regular inspections and repairs. This is the space to use multichannel direct marketing within the trade marketing process with the dealer.