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Reputation Management: 80 Percent of Car Buyers Now Influenced by Online Customer Reviews – Automotive Digital Marketing Professional Community

Reputation Management: 80 Percent of Car Buyers Now Influenced by Online Customer Reviews

 

8 in 10 Americans Agree That Online Reviews Influence Their Selection of a Dealership and which vehicle they purchase

78% of Americans aged 18-64 agree that online reviews help them decide whether or not to purchase from a specific dealership. This includes roughly one-third who “very much agree”, according to survey results released in December by Ipsos Open Thinking Exchange (OTX).

Compared to the global average of 69%, American car buyers are 13% more likely to agree that online dealership reviews influence their selection of which car dealer to do business with.

In fact, the Ipsos results might even underestimate how influential both dealership and vehicle reviews are to Americans. An online survey of 407 US adults by EXPO, also released in December, reveals that 98% of respondents found user-generated reviews helpful when doing online research related to their shopping for a new or used vehicle, and which car dealer to purchase from.

Returning to the Ipsos results, certain segments of the population appear more reliant on reviews than others. Within the US, women are almost 50% more likely than men to say they very much agree that online dealership reviews help them decide which car dealer to make a vehicle purchase from (38% vs. 26%). There is also a strong age dynamic at play. Specifically, the 18-34 group is far more likely than the 35-49 and 50-64 sets to very much agree that online dealership reviews influence them (44%, 32%, and 19%, respectively). When factoring in those who “somewhat agree,” the gaps are less pronounced, with 84% of the 18-34 bracket, 82% of the 35-49 bracket, and 68% of the 50-64 group agreeing at least somewhat that they are influenced by reviews when selecting a dealership to buy from or which make and model of vehicle to purchase.

Influences Vary by Household Income, Education Level

Interestingly, online business (including car dealers) and product reviews appear to be more of an influence to wealthier Americans than to their lower-income counterparts. Survey respondents from high-income households were 23% more likely than those from low-income households to agree (at least somewhat) that online reviews help them decide whether or not to buy a vehicle from a specific dealership (81% vs. 66%).

Similarly, respondents with a high degree of educational attainment were about 11% more likely than those with a low education level to rely on customer generated online reviews of both vehicles and car dealerships (83% vs. 75%).

 

via Automotive Digital Marketing Professional Community.

 

 

3 Helpful Tips to Make Sure Your Online Reputation is Protected! – Automotive Professional Community

English: A business ideally is continually see...
English: A business ideally is continually seeking feedback from customers: are the products helpful? are their needs being met? Constructive criticism helps marketers adjust offerings to meet customer needs. Source of diagram: here (see public domain declaration at top). Questions: write me at my Wikipedia talk page (Photo credit: Wikipedia)

Your dealership’s online reputation will determine whether automotive consumers choose you or one of your competitors.  You can also be sure that if you do not manage your online reputation, it will be managed by other people, who will inevitably post reviews, comment on your business in forums and social media sites, publish blog write-ups concerning your business, and more.  For this reason, you need to do everything you can to ensure that what people see when they find your business online is as positive as possible.  How do you do that?  Here are three helpful tips to make sure your online reputation is protected:

  • Monitor your reputation.  Make use of social media monitoring tools like HootSuite, and web monitoring tools like Google Alerts, to find out what others are saying about you, when they say it.  When you know what you are facing, it makes it much easier to address it in a timely manner, and also to assess your best approach.
  • Participate.  It is inevitable that people are going to talk about your business (if you are doing things right).  Your best bet is to involve yourself in the conversation.  Make it a point to respond to both positive and negative feedback, and also to volunteer information that will help keep online conversations about your business going.  Establish your social media presence, maintain a website, write a business blog, or more – the possibilities are really only limited by your imagination (and the amount of effort you are willing to put in).  Just remember that participation is key.
  • Optimizing your responses.  Once you have developed the habit of monitoring your online reputation and have established yourself as a willful participant in the development of your online reputation, you need to make sure you are participating in a way that is most conducive to bettering that reputation.  As previously mentioned, participation is key.  However, there are some best practices to consider, especially when it comes to handling negative items: respond in a timely manner (NEVER ignore negative feedback), be diplomatic and fair, avoid using a defensive or demeaning tone (stay positive!), and offer viable solutions.

From Rick Mosca’s article at 3 Helpful Tips to Make Sure Your Online Reputation is Protected! – Automotive Digital Marketing Professional Community.

#bdi Social Reputation Management Conference N...
#bdi Social Reputation Management Conference NYC March 2010 (8) (Photo credit: ShashiBellamkonda)
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Ralph Paglia

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