Andy Pilkington's recent articles
Converting ownership desire into purchase action is the challenge for automotive brands on social media
- A substantial proportion of consumers express themselves as “wanting” the new Beetle: Many say it “would be great” to have this as their new car. However, this is more an abstract ownership desire than a purchase action, with many phrasing their posts in a conditional way, saying if they “had the money”, they would “love one”
- In only a very small minority of cases do consumers talk seriously about purchasing the car: Few talk about booking a test drive or visiting a dealership, suggesting that while brand love may be easy to secure for automotive brands, converting this into a purchase is more of a challenge
Hi there. Thanks for your comment. I definitely don't want to imply that it's impossible to influence sales via social media. My point here is that generating positivity amongst your fan base does not necessarily equate to sales, especially for high value goods. That's not to say that it doesn't represent a great opportunity, but it does mean that driving positive discussion amongst your fan base is not the end of the story
I find this article a little pessimistic, surely this is a massive opportuity to show how brand advocacy can develop into action through integrated communications planning and tracking. If the digital/comms team for this camplaign can't show ROI & ROE then they need a new team.