Social media has become a popular medium for generating new leads, and according to a new report, 38 percent of consumers will use social media to find their next car.
CMO Council has published a new white paper titled “Turning Social Feeds Into Business Leads,” which takes a look at social marketing in the auto industry.
Created alongside social intelligence company hoojook, Inc., here’s what it found:
- 23 percent of car buyers say they’ll use social media to talk about their experience buying a new car
- 84 percent of car shoppers are on Facebook, and 24 percent have used Facebook to help find their next vehicle
- Over the next 10 years, 40 percent of new car purchases will be from Millennials
- When shopping for a new car, 94 percent of Millennials gather information online
- Clicks on Facebook automotive ads increased 23 percent from October 2012 to April 2013
From CMO Council Executive Director Donovan Neale-May:
“Social represents an important marketing frontier for the automotive industry. Senior marketers recognize its capacity to deliver actionable, real-time insights that can help drive overall marketing effectiveness. They also see its value as a dynamic channel for influencing brand preference and purchase.”
However, while the interest is there, the report says that the automotive industry is still in the early stages, and one of the big worries is handling negative feedback or complaints.
Did you use social media to help find your last vehicle?
Photo credit: David Hilowitz