June 21st has come and gone, and yet another Google Think Auto conference is in the books. Moving this hotly anticipated event from September to June was a solid choice by the Google team — can you blame us for thinking that? We live in Edmonton where it’s winter 10 months of the year and we were dying for some warm weather! Continue reading “GOOGLE THINK AUTO 2018: FULL REVIEW”→
June 21st was not only the summer solstice, it was also the day of Google’s 2018 Think Auto event. The scenery was a little different from the usual September setting, but we weren’t about to complain about the hot weather. Held at the Toronto Centre for the Arts for a second year in a row, the Google auto team did not disappoint with this year’s round of stats and insights! Continue reading “Google Think Auto 2018: A Quick Recap”→
For those of you who enjoyed the brief highlight reel we released in September on Google Think Auto, here’s the full review. Enjoy!
In September, we were fortunate enough to attend this year’s edition of Think Auto at the Toronto Centre for the Arts. The scenery of the event was different and so was the direction of the event. Instead of focusing on the four phases of the car buying journey, there was a ton of data presented on the the buyer’s persona. If you don’t remember what the four phases are, check out our 2016 recap of Think Auto for a good refresher. Continue reading “GOOGLE THINK AUTO 2017: FULL REVIEW”→
This past Thursday, we were fortunate enough to attend this year’s edition of Google Think Auto at the Toronto Centre for the Arts. Although the venue changed from the usual scene at Massey Hall and the direction of the event was slightly different by not having individual dealers out (check out our blog on the upcoming Think Dealer events!), the content was useful and provided a different perspective on our ever changing Canadian car buyer market. Continue reading “Google Think Auto 2017: A Quick Recap”→
Back in the fall, we attended Google Think Auto and gave you our key takeaways. Now Google has given us their top 5 principles from their 2016 Think Auto research!
Google talked to 5,000 Canadian car buyers while they were in the “thinking”, “researching”, and “buying” stages and found out how Canadians shop for cars and how dealers can reach them in the key moments of their buying journey. We have summarized the results of their research and what these results mean for Canadian car dealers.
For those of you who need more than a brief summary of think auto here is the big one, enjoy.
This year, Think Auto was held in the historic Massey Hall. While the venue was definitely cool, the seats left something to be desired. The event featured a lineup of well known Googlers that took turns presenting different topics. Think Auto followed a similar path to previous years and updated a lot of the data points. There was a strong message presented again this year that OEMs and dealers are not living up to what the customer wants. One dealer group executive who attended the event told me he wasn’t quite sure he liked Google presenting itself as “the supreme overlord telling us how shitty we are at our jobs. We sold more cars than last year didn’t we?” Anyway, his words, not mine.
Sam Sebastian, the managing director of Google Canada, opened the event with a discussion about change which really set the tone for the whole day. Due to the fact that there are a lot of stats at Think Auto, I am going to use a lot of bullet points, this will make it easier for you if you are only looking for the numbers. Continue reading “GOOGLE THINK AUTO 2016: Full Review”→
Another edition of Google Think Auto is in the books and, as always, it was an insightful afternoon from the online powerhouse. The theme of the event was change, but this always seems to be the case with technology. Technology drives change and creates the expectation of change. We have all been talking about Uber, Air BnB and Netflix for awhile now, but it still remains relevant to be cautiously paranoid about someone coming to our industry and turning it upside down. We need to continue to push forward and effect change.
Speaking of change, this year Google made some changes to their Think Auto study. They expanded their study from 3,000 car shoppers to 5,000 car shoppers which means that they have deeper data than they have had in previous years. This was also the first year that Google included a dealer-specific segment.
Here are some highlights from this year’s study:
Online video is continuing to become more important for consumers but is still not being fully utilized by the auto industry in Canada. Since OEMs are not producing the content, it is up to individual dealerships to start creating the content that customers are looking for.
The average car buyer is making 3 dealership visits, but:
40% visit one dealer only
23% visit multiple dealers of the same brand
37% visit multiple dealers and brands
Prices and Payments and Booking a Test Drive are pain points for customers
65% of shoppers have emailed a dealer
About half of customers are not happy with the timeliness or the quality of responses
Google is going to have a Dealer Digital Excellent Award this coming year
We will have a more complete summary to follow with more detailed info and stats, stay tuned!
As an exclusive Google partner, Strathcom Media was once again invited to attend Google’s 10th annual Think Auto event in Toronto. This conference brings together all the movers and shakers in the industry, including OEMs and Google Partners (like us!), to discuss trends, the current state of the market, and give those in the industry important info and advice.
Don’t worry about missing out if you couldn’t make it. We attended, took notes, and recapped the most important info here for you!
Be an inspiration. It takes approximately 26 days of thinking about a new vehicle before Canadians seriously consider buying one. It’s crucial during this “thinking” phase to promote vehicle upgrades, new features, and sales or incentives to motivate buyers to move from just thinking about buying to researching new vehicles.
Be easy to find. On average, Canadians spend 19 days researching different vehicle makes, models, features, and pricing using multiple tools like OEM and dealership websites, 3rd party reviews, online videos, and other car-related websites. At this stage, the last thing you want is your site to be dumped at the bottom of a random search result page, so make sure your potential customers can find you quickly and easily.
Be a resource. Once customers are done with the heavy researching, they’re onto the purchasing phase, which typically lasts 12 days. It’s at this point that buyers are visiting dealership websites, using multiple Internet resources, traditional media, and the advice of friends and family to help them make a final decision. Most Canadian car-buyers fall into three categories: The self-server, the facilitator, and the hand-holder. These customers may have decided to buy at this point, but that doesn’t mean they’ve decided to buy from you. Seal the deal by providing the right amount of guidance and information specific to each type of customer and their needs.
Be a partner. The journey doesn’t end once the vehicle is taken home. Nearly 2 out of 3 customers have their cars serviced by the same brand or dealer, and half of Canadian buyers choose the same brand for subsequent purchases. This loyalty is almost exclusively due to good customer service, so ensure lasting success by working with your partners to provide customers with an excellent overall experience.
Be timely. Canadians are buying vehicles in less time. In 2014, it took Canadians 66 days to purchase a new car, but this year it’s down to 57 days. With those numbers continuing to fall each year, it’s more vital than ever to make sure you reach your customers before the competition does.
Google always has tons of useful information for everyone in the automotive industry, so check back here often to see what other Google events and conferences Strathcom hosts and attends, including our upcoming Google LiveStream Event on September 30, 2015!
On September 12, Strathcom Media attended the 2013 Google Think Auto conference in Toronto, Ontario. As with every event that Google puts on, this one did not let down: it was a great venue and the presentation was packed with valuable information.
What did we learn that could help the Canadian car dealer? Here is a highlight reel of the most valuable insights from the day:
More consumers are shopping different dealers on the same brand.
Mobile users are 50% more valuable than desktop users
40% of mobile users research with a mobile device inside a dealership
What are mobile users looking at?
Location and contact information for dealer
Mobile opportunities extend beyond sales. Make it simple and fast to book service, order parts and build & price
Give mobile users the ability to book a test drive
Use all digital channels
Customers are moving faster than retailers in digital use and wants
It is better to try and fail than to fail to try
Fail faster! Learn from mistakes and improve your business.
Use free Google tools (Google Trends, Insight for Search, etc.)
One interesting insight was how everyone is trying to crack the social media code with limited success, and yet they are willing to spend big money on it. Paradoxically, we know mobile is what consumers use and want, but we do not focus on it. It’s time to change that.
Another great Google event! We’re looking forward to the next Google event that we are hosting in Ontario in October 2013. We hope to see you there.