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Auto companies monitoring online conversations pertaining to their brand can address questions about their vehicles and provide answers almost immediately. The pre-launch buzz generated on various networking channels reduces the amount of traditional advertising done by a company after the vehicle goes on sale. Besides generating sales, social media marketing for automotive manufacturers also lowers business costs. The interactive nature of social media establishes strong brand-customer relationships and helps connect with fans, owners and prospective buyers. Auto Purchase Decision The Social Influence on Purchases The last few years have witnessed a major shift in the way customers make purchasing decisions. Unlike before, when traditional marketing messages majorly influenced how people shopped, social networking has changed the way consumers think, decide and buy. According to a recent study by eMarketer: 21% of vehicle purchasers were influenced by some form of social media. Ford owners were more likely to be influenced by online reviews and earned media than Chevy or Toyota owners. People who bought Toyotas were highly influenced by coupons and discounts than those hollister stores who purchased Fords or Chevys. It is clear how influential social media can be when it comes to buying automotives. However, we were eager to know how these companies, using social media marketing, persuaded people to buy their vehicles. Heres what we found: Dark Casting WOM Recommendations: Car makers are depending on networking sites such as Facebook and Twitter to spread the word about new car launches, events and services provided. The likes of Toyota, Ford, and Land Rover are turning to young social media influencers to create buzz around their products. Word-of-mouth recommendations are not only inexpensive when compared to high-profile celebrity endorsements, but also increase the probability of reaching prospective customers online. The influencers, with their strong online followings, give a brand more credibility with younger shoppers.
