BlogHer announced the results of the Put Her in the Driver’s Seat survey at the ongoing JD Power & Associates Automotive Internet Roundtable and found that social media marketing campaigns are making women more comfortable with automotive purchases.
According to the poll, 74 percent of women classify themselves as excited when purchasing a car, while 53 percent said they were nervous. However, when women accessed web content prior to making their final purchases, they tended to be more confident and excited about their decisions.
Blog content, whether published by consumers, the media or auto retailers, often improves the accessibility of a brand. This makes prospects more comfortable with the relationship they’re about to begin with a company. Nearly half of women (47 percent) turn to auto manufacturer websites to research their purchases.
Social media marketing campaigns are equally successful, as nearly one in five women (17 percent) turn to Facebook when shopping for cars. Regardless of the industry, businesses that develop social content that is engaging and encourages customers to interact with the brand and each other help consumers feel more at ease about the support they will receive after the purchase.
“Women clearly articulated the features they need to see and the voices they want to hear when considering a car purchase,” Elisa Camahort Page, co-founder and COO of BlogHer, said in a release. “We see a huge opportunity for auto manufacturers to indeed ‘Put her in the driver’s seat’ and let her buying preferences re-shape how the automotive community reaches the powerful women’s market.”
Brafton recently reported that social media content is becoming more popular for automotive purchase research among women and men. A study of 2,000 consumers found that more than 30 percent regularly seek social content to learn more about cars.