With the onset of the pandemic, many businesses have had to adapt to a new environment, including the necessity to move their marketing efforts—and even services!—online.
If you want to learn about the impact trends have on your digital advertising, and how you can set up your business for success—then continue reading.
Nowadays, consumers are putting cheque-books away and picking up their phones to schedule maintenance appointments for their older vehicles Even though automotive sales are on the rise, more people are choosing to keep their cars longer and are more aware of the value of preventative maintenance. And it shows—people’s rising interest in maximizing the lifespan of their current assets is leading to new growth and revenue opportunities in the automotive repair market.
The average car on the road is now over 11.5 years old. With higher quality manufacturing techniques, better technology, and preventative maintenance, cars are lasting longer.
- The average age of a vehicle has risen by 17% in the last decade
- The average length of vehicle ownership has increased by 60% in the last 10 years
- Independent auto body shops perform 75% of repair work
- The auto repair industry is moving online
- parts, consultations, and services are sold through eCommerce platforms and websites
Older Car Owners Are Looking for Maintenance More Frequently
On average, car owners with vehicles over 11 years of age, are twice as likely to seek maintenance services on their cars than those who own a vehicle below the age of three.
These include services such as:
- Air filter changes
- Fuel filter replacements
- Use of fuel additives
- Spark plug changes
- Oil changes
- Increased use of premium products
Older car owners also expect to spend more on maintenance and services than those who have fewer years of car ownership.
New Drivers Like Appearance Products
Unlike their more seasoned counterparts, those new to the road are looking for services that keep their vehicle sounding good on the inside and look good on the outside.
These include services such as:
- Glass cleaners
- Tire dressings
- Tire foam
- Wax and polish
And with less desire to conduct DIY repairs, Millennials are more likely than any other demographic to request the widest amount of services performed on their vehicle at a repair shop.
Auto Repair Shops Dominate
Out of all the businesses that make up the automotive repair industry, comprehensive auto body shops dominate the market over tire shops, quick lubes, and dealerships.
When asked, consumers cited several reasons for choosing to have maintenance performed at a tire shop or dealership over an auto repair shop. These include incentives such as discounts, coupons, or the service provider’s knowledge of their warranty and service history.
How To Grow Your Brand Awareness
Now more than ever, consumers are turning to the internet to find the services they need at the best price and quality. Do you have a website or digital ads campaign? If you don’t, you might be missing out on valuable repeat business. Ramp up your digital presence by ensuring your business can be found when people search for parts and auto services on search engines.
To get found, ensure you have a modern and search engine optimized website complete with contact information, services, and eCommerce, so your clients can get services and products from you quickly and efficiently.
Make sure to optimize your online presence continuously by keeping your website information fresh and current by consistently updating products, services, and blog content. You may also benefit from including promo offerings that are linked to your digital marketing campaigns to help drive traffic and interest to your website.
Optimizing your website ensures your business lands at the top of search results. Research has shown that the higher you rank on sites such as Google, the better chance of people clicking on your business. 53% of searchers click on the first site to appear, with only 25% clicking the second or third option—that means you would be 2 times more likely to be clicked from the leading competitor if you rank first!
How to Leverage Trends for Digital Ads
While some are choosing to exclusively utilize online services to receive parts or have consultations, they still need to keep their vehicles maintained. That’s why the majority of consumers are focused on going to service professionals and taking their vehicles to brick and mortar establishments.
Try to point your target market using the trends observed in this article in your digital advertising campaign—there are great opportunities to obtain loyal customers. Be sure to analyze your data to fully understand the preferences of your audience, so you can design and tailor your offerings and promotions to drive optimal conversions, referrals, and repeat business.
As vehicles grow older, there will be more and more demand for maintenance services and repairs. Make sure your brand is always front and centre with targeted messages and relevant offerings. If you are looking for advice on how to deliver successful digital advertising on Facebook, Google, and more, contact us to speak to an expert.