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embracing the internet

Rounded Online Marketing StrategyRounded Online Marketing Strategy

Technology breeds contempt. At least it does with the vast majority of mass market late adopters to all things new and innovative. It is human nature to resist change, to seek a state of security or safety and fend off disruptive influences of the status quo. This attitude was presented in The Diffusion of Innovations by a sociologist named Everett Rogers who coined the phrase “early adopters” and described a very neat and now famous curve to illustrate his theory.

Paradoxically, this attitude is at odds with the way of the world and Mother Nature herself. Mother Nature embraces evolution and change. Civilisations either rise from the flames of progress or commit themselves to the ashes of history. And so it is with technology of all types. As an internet company we aim to be up-to-date with new technologies but that doesn’t mean we don’t have doubts. When mobile phones were launched a lot of people feared an incessant interruption to their daily routine and the thought of being available anywhere at any time was disturbing. Now many of us can barely operate without our Smartphones. Most of us accept technology once it’s settled into the social conscience and we see others using it. Furthermore, it often takes time to become accustomed enough to technology to harness its full potential. For instance, PC’s were initially used for word processing, then we all started to get to grips with spreadsheets, email, photo editing and browsing.

 

The adoption of digital within the motor trade is no different to any other industry and Roger’s diffusion theory holds true. It is the speed this change is taking place that is different. The Finance and FMCG (Fast Moving Consumer Goods) markets have set the trend with a proliferation of comparison sites, portals, ecommerce stores and digital marketing techniques. This is backed up with integrated technologies fulfilling operational functions such as logistics,accounts and re-marketing. If you have used Confused.com, Ocado or Amazon, you’ll realise how easy it is to purchase through them, and how persistent and targeted their re-marketing can be. But its not just the big boys, thousands of one-man band online retailers provide this service as standard. Very, very few dealers do this properly.

So why is there such a discrepancy? It is simply due to attitude. This is not a negative or positive statement either, simply a fact. Collectively, the motor trade may ask “if we can continue to sell and service cars without having to invest in or learn new technologies, why should we?” Part of this is likely down to dealers relying on manufacturers to take the lead and provide the support they need to operate effectively online.

However, the dealership owners, entrepreneurs and directors themselves are often the type of people who either embrace change or see it is a necessary evil in order to survive and thrive.

 

Whatever their angle, the common factor is they factor change into their business. These people have often identified the need to utilise the internet for the good of their own business and unlock its potential. They may recognise this simply because their competitors are doing it, they feel they don’t get enough support from manufacturers or they recognise the web is now so integrated with society, they should be doing it properly for themselves.

The delays to a widespread adoption within a dealership often rests with the personnel who either find their role changing and feel threatened or those that fail to see the value in the new forms of lead generation and communication. This is natural. If you’ve been successfully selling cars or parts face-to-face for twenty five years and someone tells you that emails, live chats or enquiry forms are as important as pressing the flesh, you are going to question their rationality. In fact, you may do a bit more than that and simply not respond to emails at all, or delay sending that brochure out from the online enquiry by a week. The excuse is that there is always something more important to do in the showroom or the parts store.

This behaviour is to be expected. It is not the salesperson’s fault. It is natural. The internet is perceived as a threat to many within the motor trade. A series of expletives is the standard accompaniment to internet commentary. The culture within the dealership needs to encourage the adoption of new techniques to deal with the internet as a lead generating and sales tool.

The internet has developed the means of communication and transaction on a global scale like no other technology but it has been driven by the consumer. If there is a market, technology will be invented to fulfil it.

The internet has flourished in the automotive trade because it delivers information on the consumer’s terms, not the retailer’s nor the manufacturer’s. This seemingly minor point is the driver of change. The rules of engagement have developed to suit the buyer with a baseline of convenience. The power now rests with the consumer and if you do not make it easy for them to engage with you, they will go elsewhere.

Featured in CarDealer Exclusive, 2010
by Tim Smith, Commercial Director, GForces