New car lead generator Motoring.co.uk has launched of a new community hub, called MyMotoring.co.uk, providing real-time business opportunities for dealers and help keep track of consumers when they change cars.
It is supporting the launch with a million pound campaign to develop and grow both the existing website and the new platform, to secure 1.5m unique monthly visitors and a 3m strong community by end of 2015 across both brands.
MyMotoring is aimed at motorists and the next generation of car buyers as a 'sticky' hub which uses social content and tools to engage registered users throughout the ownership experience.
For the first time, consumers can manage their automotive life in one place, ‘making motoring easier’, as the new website helps consumers with their journey of buying, running and selling a car. What’s more, membership of the community is free.
Terry Hogan, managing director of Motoring.co.uk, said: "All consumers have to do is key in their car registration and email address, or social login, to create a personalised ownership experience for them, or their whole family’s cars."
MyMotoring reminds them when their MoT, road tax and insurance is up for renewal; when their service is due; and when their vehicle warranty expires.
It also puts them in touch with other owners of their car model, via the website’s own social media channel – where consumers can share pictures and videos; and ask for advice and support from the motoring community of owners and dealers.
There is also lots of up-to-date and relevant news, information and tips for their car model and access to more than 10,000 owner reviews.
“From the consumer perspective, the automotive sector is quite fragmented and they are forced to visit many different websites for their motoring needs," said Hogan.
"We’re here to help motorists make better decisions throughout their whole ownership experience, by providing an open and transparent marketplace, whether they need servicing or MOTs; want to buy or sell vehicles; or just want to enjoy the social side of motoring."
Manufacturer and dealer benefits
“The benefits of our hub for dealers and manufacturers are enormous. Traditional advertising means waiting around for something to happen.
"Manufacturer and dealer partners involved in the hub will be actively informed when consumers need to service or MoT their car; when warranties are expiring; and when consumers are interested in cars they have in stock. Unlike traditional motoring portals, consumers will be matched with the right dealer or manufacturer product, in real-time.
“For manufacturers, the ability to enage with consumers over a long period is important when it comes to retention and loyalty.
Pushing out relevant message to consumers, via display advertising and social alerts, keeps OEM brands at the forefront of their minds and gives them a platform to distribute all the amazing content that is created by their digital agencies.
“One key problem that is brought up time and time again is ‘change of ownership’.
When a previously new car changes keeper, the OEM loses sight of the original owner and the new keeper.
The MyMotoring hub helps to fill in some of the blanks and can advise OEM brands of new keepers, with the necessary permissions."
Key features for dealers
• Real-time consumer opportunities across every dealer department
• Automatic ‘personalisation’ of these opportunities to a dealer or manufacturer profile
• Individual dealer channels on MyMotoring – where dealer content is seeded to relevant car owners
• Automatic alerts when a consumer in a dealer’s area requires an MOT, service or is buying or selling a car
• Data that dealers require, whether for a small local franchise, or AM100 dealer group
• Ability to communicate in bulk, or one-to-one
• Identification of customers for service plans
Key features for manufacturers
• Find ‘orphan’ cars and their new owners (change of ownership)
• Add consumers to brand-owned ‘MYOEM’ channels
• Retention of existing customers, via social channels, content and display
• A live marketplace for the latest brand offers and deals
• Instant feedback loop and survey
Motoring.co.uk is working with dealers and OEM partners to test its new motoring hub and this industry feedback will shape the final product.
Current dealer partners will have exclusive access to the new website before it is opened out to all dealers in Q4.
And in the next six months the motoring.co.uk site will be given a facelift and a new dealer hub with service plans and a MyMotoring app will be launched in Q4. This will be augmented with new financ and insurance products in Q1 2015.