As 2016 comes to a close, the rate of communication by consumers across digital channels this year has surpassed everyone’s expectations, and it is predicted by SmartInsights to be an even greater influence in 2017.
As New Digital Noise highlights, we are moving towards ‘Experience Marketing’, where consumers want to be actively involved in your campaigns and as a result will become your advocates. People are readily sharing their experiences of a brand, product or service through digital channels.
As a result of this consumers are becoming key influencers in the purchasing process, with BrightLocal research showing that 88% of consumers trust online reviews as much as family and friends!
If we look at the automotive industry to highlight this consumer trend, we can see that during the purchasing process there are 24 key touchpoints. 19 of these are now digital!
JudgeService research shows that 40% of enquiries come through websites, with 21% coming through the dealer’s own website and 19% coming through other sites such as manufacturer websites.