The majority of conversations online that are about shopping for a car usually happened only between consumers. However nowadays, more often dealers are joining into these conversations through social media as they discover new days to share their inventory and information quickly. In a Borrell 2018 Automotive Advertising Outlook study 99% of car dealers are currently using social media in some way.
Cars.com's own research supports the notion that dealers are interested in social media, with a recent survey finding that 77% of dealers plan to invest in social media in 2019 and 52% expect to increase their spend. Of those that plan to invest, 100% have earmarked budget for Facebook, 59% plan to invest in Instagram, 21% in Twitter and 9% in LinkedIn.
With these findings in mind, Cars.com in August launched Social Sales Drive, a solution that helps auto dealers advertise on Facebook Marketplace and currently boasts more than 400,000 Cars.com listings. By connecting to Facebook Marketplace through Cars.com, dealers can share their inventory listings, connect with and target in-market shoppers on Facebook and automate chat with the Cars.com AI-powered chat tool — without consumers having to leave Facebook Messenger.
Mobile Marketer spoke with Cars.com Chief Marketing Officer Brooke Skinner-Ricketts — previously head of brand strategy at Twitter — to learn more about why it makes sense for Cars.com to build connections between auto companies, consumers and local dealerships on Facebook.
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