Few businesses are as quick as U.S. automotive dealerships to identify underserved customers and craft creative ways to market to them, writes Charles Whiteman in a blog post for Dealer Marketing Magazine. The success OEMs and dealerships have had in winning over U.S. Hispanic customers is a prime example, he said.
The key is reaching Hispanic consumers through an engaging and authentic online presence. “Spanish-speaking Americans are ravenous content consumers. They view 10% more pages per site visit than other demographics,” Whiteman said. “Capturing even a fraction of this market’s attention and revenue can mean huge gains for local dealerships.”
The Hispanic market has been growing in size, influence, and purchasing power for more than a decade. Serving these consumers in Spanish remains critical: Nearly 40% of Hispanics prefer to read online content in Spanish.
“Reaching these online-savvy shoppers starts by deploying a Spanish version of a dealership’s website,” Whiteman said, “and ensuring it remains in sync with the content and inventory found on the dealer’s English website.”
Whiteman then shared insider knowledge about the online behavior of a Hispanic car shopper, and provides data-driven, actionable next steps for automotive dealerships who want to serve the powerful, yet underserved, US Hispanic market.
Read the full story at Dealer Marketing Magazine.
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