Advertisement feature from CitNOW
Critical content for car buyers
By Carol Fairchild, commercial director, CitNOW
Retailers know digital assets, such as still images and video, are critical content in persuading people to shortlist a car and make an onsite visit, but the latest consumer research from CitNOW highlights key areas of focus.
More than half (56%) of the 1,000 UK drivers questioned as part of CitNOW’s newly launched report ‘Evolution of the Car Buyer’ will have researched the car beforehand and more than a third (35%) will visit multiple dealerships.
When marketing vehicles online, high-quality digital assets are vital in persuading car buyers to make the trip from sofa to forecourt, and since they are also likely to visit competitors, the physical to digital experience needs to match.
Manufacturer websites play a big role in the purchase process, with four out of 10 people accessing brand sites. The manufacturer’s website is the most likely place for an online car buyer to visit first (30%), followed by the dealership’s website (26%).
Not surprisingly, consumers have switched from print publications to online versions. A quarter utilised online newspapers and magazines (17% in 2010) while just 12% now leaf through print editions (down from 20% in 2010).
The importance of brand-aligned imagery and video content is underlined with two thirds (66%) of drivers feeling it’s important to see high-quality interior and exterior imagery of their purchase, and 35% feeling it’s important to see a video.
With manufacturer websites now featuring highly during the research process, retailers should ensure their imagery and videos are uploaded at the same time content is put live on group and classified sites. CitNOW’s platform automatically adheres to manufacturer guidelines for web imagery and video, meaning content collators can be confident that brand standards are met.
To download the report please click here.
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