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Driving Digital 4: Our best yetBack

driving-digital-roundup1Following on from the success of the previous Driving Digital events, Driving Digital 4’s combination of speakers and the digital power panel was widely acknowledged to be our best yet. Sue Robinson introduced the event which featured Jim Holder from What Car?, Andy Bruce from Lookers, Scott Sinclair from Google alongside Neil Addley from Trusted Dealers as speakers. They were joined by Lee Manning from Perry’s and Mark King from Benfield to form a Digital Power Panel for the final session of the event.

Jim talked about changes in the market in terms of new car discounts, the way brands were changing and the popularity of search on the WhatCar? Platform. He also highlighted that 4×4’s were just about to reach their seasonal tipping point and that despite falling fuel prices, fuel economy is still an important part of the used car buyers decision making process.

Andy talked about how the industry had changed and was facing change using a moving video to highlight how paradigm’s shift before talking in a practical way about how our industry has avoided disruption and can gear up to embrace it from fully virtual shopping to the blended brand experience that dealers and manufacturers can offer together.

Scott followed on by highlighting the pace of change using an example of how long it took to get to 50 million telephone, TV and internet users. This was 75 years for telephone, 38 years for radio and 13 years for TV. Contrasted with 4 years to reach 50 million internet users and only 35 days for 50 million Angry Bird users.

Neil Addley talked of the 10 P’s of the digital marketing mix and presented the case that the key for survival for dealers was to go beyond customer satisfaction and in the little things we do create advocates, devotees and ultimately raving fans.

The Digital Power Panel considered a wide range of questions from the disruptive effect of the Google driverless car, the relative merits of Facebook and Twitter, how to do best in paid and natural search to when the electric car will become the dominant form of transport.

Read on for more on each individual presentation and if you’d like to pre-register your interest in Driving Digital 5, email and we will put you on the priority list.

What Car? Driving Digital 4 with Jim Holder is the UK’s most popular car review site and through its car valuations and target pricing has an influence on what consumers expect o pay for their new cars and indeed et for their part exchanges.

Jim revealed that new car discounts are at a 12 month high at present with luxury car makers often being the most guilty of offering discounts and that the WhatCar? Consumer panel identified Dacia and MG as budget brands whereas Jaguar, Land Rover, Infiniti and Lexus have become more specialist and that the Nissan Qashqai and Ford Focus were the most popular used car reviews on WhatCar? These are WhatCar?’s Car of the year and Used car of the year respectively.

Evolution of the Digital Dealership with Andy Bruce of Lookers

Andy talked about the pace of change in Digital and showed a video that exposed how paradigm’s have changed including examples from the American civil rights movement, the very beginning of home computing and Steve Ballmer’s dismissal of the iPhone.

Andy talked about how the internet is even changing the internet itself with a great example being the demise of Friends Reunited and MySpace in favour of Facebook. Who know sin 20 years’ time people might be reminiscing about the demise of Facebook or Twitter. In the words of Lord Stuart Rose former Executive Chairman of M&S ‘the customer is no longer the king, they are the masters of the universe’. To keep up dealers will need to invest in integrated technology to allow the customer to transact however they want and in people to differentiate the experience.

Driving the future of your business with Scott Sinclair from Google

Scott stressed the pace of change starting with the fact that 28% of 3 to 4 years olds use a tablet and that whilst it took 75 years for the phone to reach 50 million users and only 35 days for Angry Birds to be adopted by the same number.

Scott argued that technology is accelerating the pace of change and that this makes innovation and disruption more likely and that this may come in the shape of publicly acknowledged dispute such as Tesler but could also come as a result of other areas like servicing or even the way people want to own cars.

He urged dealers to learn from the likes of Argos who have taken a struggling catalogue business to a thriving digital one and to take risks to wise up making better decisions with data and to speed up to keep up with the customer.

Raving fans with Neil Addley of Trusted Dealers

Drawing inspiration from Andy and Scott, Neil talked about how it was important to think about how we could move from our customers being satisfied or meeting their expectations to inspiring them to be advocates, devotees, raving fans. He talked about how the NFDA could try to achieve these for its members, how Trusted Dealers can try and achieve this for its dealers and gave examples of how Dealers might try to achieve this for the customers.

One specific example was whether we should give courtesy vehicles with full tanks of petrol and ask them to be returned that way rather than hand them over at times barely running at fumes. If hire car companies scan trust their customers, why can’t we?

He suggested that if you look at the moments of truth in the consumers buying process, there are always little things we could do a lot better.

Customers v Fans

Customers need to be lured

Fans come on their own because they want to

Customers give money

Fans give their hearts

Customers are delivered a service

Fans are inspired

Customers seek discounts

Fans seek performance

Customers complain

Fans forgive

Customers criticise

Fans promote

Customers demand

Whereas fans defend

Ultimately customers will leave

Fans will remain





Posted by Neil Addley on 21/11/2014