How today's people purchase a car, are they still wandering from dealership to dealership, eating the free hotdogs, and make some long notes,then go back, fight, and then agree upon? May be not. What a 21st century car buyer do, they just stay at home, search on the internet, before they go to the dealership talking to the salesperson, waiting for the brainwash, they have already collected a lot information. From Where? Internet, From Official website? only a little part, From where? Tell me! Okay from social media.
Social Media and the customer loyalty.
In a global survey of more than
8,000 prospective car buyers, 94% of the
respondents said they use the Internet as a research tool. What a person mainly do on the internet, to
check the official homepage of various brand is absolutely, but the truth is
that we all know advertisement is unreliable, official website is definitely a
kind of advertisement; All cars be called premium , maybe we should redefine premium to be anything you day dreaming. According to a survey by DriverSide and DEALER.COM,The Rise of Loyalty Advocacy& Influence-Social Media and New Automotive Purchase CycleThirty-eight percent of new vehicle buyers will use social media to research
their next vehicle purchase.Engagement on social media channels after the purchase is impressive.
Approximately one out of every four buyers is using social media to commu-
nicate the purchase experience. Among those who used social media in the
new vehicle process, fifty-eight percent of purchasers posted a comment or
status update on Facebook about their new vehicle and 24% “liked” the brand.
Professor Julia Frechette says on her class, the evolution of communication process from oral culture to digital era, the power shifted from elite group to mass media, everyone has the accessibility to the information. With this shift, the traditional market changed also, from push market to pull market. For the car manufactures, sell a car is no longer tell customers that the products are good, but make customers to personal realize that the products are good. To achieve this, producers have to use different ways, by using your customers as your advertisement channel.
Professor Julia Frechette says on her class, the evolution of communication process from oral culture to digital era, the power shifted from elite group to mass media, everyone has the accessibility to the information. With this shift, the traditional market changed also, from push market to pull market. For the car manufactures, sell a car is no longer tell customers that the products are good, but make customers to personal realize that the products are good. To achieve this, producers have to use different ways, by using your customers as your advertisement channel.
Why is the social Media so important for the car buying process.
Like what I said before house, car and pause, are
the three most important thing, this things cost a lot of money and
also it would be your side for a relatively long time, so before we buy a grand
house, we may first check the location, the friendliness of the neighborhood,
the comfort of the environment, then with a thrill of excitement , we finally
buy it . For a spouse , before we marry each other, we fight to obtain what we
want, we take care of each other to secure we can get same rewards in the
future, then with some excitement, we finally marry to each other, for better
for worse, in certain period, the relationship has finally be settled. All the
thing is same with the car buying, people want to know as many as real result about
the car they are going to buy. In this customer to customer market, people acquire true information from social networks, from Facebook, Twitter, LinkedIn... Before they finally transfer their money out.
This is the screen shot of Lexus's Facebook page. She has 1.429,436 likes.
This is not only a place where Lexus advertise their vehicles, but also a community of the past, current, and future customers of Lexus, people here to exchange their opinion, which may have a huge influence towards the customer's purchase behavior.
This is screen shot from Lexus Facebook page of Lexus 2013 LS, all kinds of customers share their opinion, especially the past customer, their opinion for future customers is very important, since that is real experience.
This is the screen shot of Lexus's Facebook page. She has 1.429,436 likes.
This is screen shot from Lexus Facebook page of Lexus 2013 LS, all kinds of customers share their opinion, especially the past customer, their opinion for future customers is very important, since that is real experience.
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| screen shot from Lexus Facebook recent posts |
Social Media and the customer loyalty.
Once consumers have made a purchase decision, a powerful secondary cycle
referred to as the loyalty loop develops.
Consumers who enjoy their product and purchase experience may go on to advocate on behalf of that brand. Some may bond with it, increasing the likelihood that at the time of repurchase, they may return to that brand without considering any others, and they would like to recommend this brand to people around. So combine with good product quality, social media can enlarge your loyalty loop much more bigger.
Consumers who enjoy their product and purchase experience may go on to advocate on behalf of that brand. Some may bond with it, increasing the likelihood that at the time of repurchase, they may return to that brand without considering any others, and they would like to recommend this brand to people around. So combine with good product quality, social media can enlarge your loyalty loop much more bigger.
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