Hay There Co-Founders, Emily A. Hay and Alison Spitzer, co-authored an article in Automotive News on “Why dealers are not reaching women and the urgent fix they need.”
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Did you know that while most dealerships maintain a social presence, over 70 percent remain quiet when it comes to creating impactful, relationship-building content, such as customer stories, educational posts or updates on community involvement?
As the automotive industry evolves within a rapidly changing digital landscape, dealers risk perpetuating the oversight of a vital demographic: female car buyers. Despite their substantial influence, dealership marketing has historically skewed male-centric, leading to missed opportunities in engaging this critical consumer group.
You have probably heard some variation of the following figures: women account for up to 85% of all car-buying decisions, directly purchasing about 60% of new vehicles and influencing a much larger share. To put it in perspective: this year, U.S. dealerships are allocating an estimated $8.57 billion (https://www.kineticadvantage.com/article/car-dealer-advertising-spend/) to traditional and digital marketing with messages that more closely speak to male preferences of deals, specs & tech, wasting valuable advertising dollars and missing the mark with their true primary customer archetype.
This gap highlights the continued dominance of conventional, subjective marketing messages, overshadowing strategies driven by data and customer behavior insights. As a result, dealers will struggle to fully realize not only the marketing, but the recruiting benefits of aligning with the evolving ways consumers engage with brands in 2024.
Read the full article here:
https://www.autonews.com/opinion/guest-commentary/an-guest-commentary-alison-spitzer-women-auto-dealers/
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