Analyzing Global Differences for Better Digital Marketing

By CIOReview | Monday, April 23, 2018
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With Digital Marketing extending to every nook and corner of the world, businesses are utilizing it innovatively to change how customers are served.

For example in the automotive industry, digital marketing plays a significant role in how cars are bought, sold, and marketed around the globe. The traditional way of purchasing a vehicle in the U.S. involves consumers browsing inventory at a car dealership, taking inputs from friends and then negotiating on the price after a test drive. Today there is a shift in this scenario; buyers are using online resources, as there is a vast amount of information present. Buyers are provided with many options-from best price to value-to choose from. All of this can be done without taking trips down to the dealers.

Progressive automotive dealers are slowly engaging and adapting to the new type of customers. But what could work in one nation doesn't necessarily work in another. There is no one-size-fits-all solution because digital marketing is progressing at a fast pace around the world.

Regardless of these changes, car sales are still a huge business, and for people looking to buy cars, access to online information is massive.

In the U.K., car purchasers order their cars with particular features even before getting in touch with a dealer. This dynamic permits U.K. dealers to precisely anticipate car inventories ahead of time. This ensures a good business model as they keep fewer cars than their counterparts in the U.S. It is observed that automotive marketing is different in the U.K than in other parts as their automotive websites focus more on configurations than allowing customization. Also, dealers have multiple stores, which mean dealer groups are marketed first as opposed to individual store locations.