New digital trends are changing how consumers shop for automobiles and how they interact with car dealers. In 2019, a more rigorous mobile strategy is needed to meet the demands of today's consumer.
Car buyers have become mobile-savvy and their behaviors have shifted. In 2018, there were 67% more mobile automotive queries than in 2017. As a result, mobile websites need to be fast, and they need to be designed with the user in mind.
The push towards mobile has also meant significant changes in how search technology works. As a result, some dealers have had trouble standing out online, missing out on exposure to potential customers. In the past 5 years the number of "dealers near me" searches have grown by 10X.
For Renault Mexico we needed to develop a strategy to rank for more long-tail keywords like: "Dealerships near me," "Renault service center near me," and "Auto parts near me.
"Making sure Google identified Renault Mexico's inventory was a main focus of Milestone's efforts. 60% of car shoppers choose a model & brand before visiting a dealer, that means a majority of shoppers will be searching for a particular vehicle, perhaps with certain specifications, like color, or interior features in mind.
We would also need to develop a system that could provide an enhanced level of visibility to the used vehicles in our client inventory as well.