By: Stephen Cerda

More than half the Millennial generation consider negotiating with an auto dealer in the real world as painful as a visit to the dentist. This general perception – that buying a new or used car involves misery – certainly hasn’t helped the automotive industry attract its next generation of loyal customers.

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There is a solution, though, and it involves communicating with this online generation (generally, born from the early 1980’s through the early 2000’s) through the digital media it knows and loves. Research shows that Millennials connect with car manufacturers and dealerships via their company blogs (74%), Instant Messaging (56%), and regular mobile alerts (52%) about everything from new vehicle releases to discounted prices. And, of course, television is as popular as ever.

More than half of Millennials surveyed said they use mobile devices or self-service kiosks at a dealership instead of approaching a real salesperson. Just a generation ago, an individual would have been influenced by an eye-catching automotive ad in the newspaper. Going to your local dealership was not considered as ‘conventional’ or old school, but something inevitable for buying your next vehicle.

Though an automotive purchase and delivery are still finalized at the dealership, smart dealers recognize that sales today take place off-site, on the web, or through emails, chats, and other digital avenues. Prospects are touched via television or email deployments, or through re-targeting efforts, or simply through online searches.

"Once Millennials narrow down their choices, they are considerably less likely to alter their decisions when they arrive at the dealership"

Specialty cable channels like ESPN and FX are especially fruitful; they offer programming that resonates with this generation and the results (calls to the dealership, online inquiries, form submissions) are measurably superior to legacy networks like NBC, CBS, ABC. Even more interesting, 70% of Millennials begin their search with no clear brand or model loyalty. They simply log on and spend an average 17.6 hours looking for a car before they actually settle on the specific vehicle they wish to buy. Digitally putting your offers in front of this growing market inserts you into their buying process.

Once Millennials narrow down their choices, they are considerably less likely to alter their decisions when they arrive at the dealership. This means that from an, “I don’t know what to buy” when they started, by the time they arrive at the dealership, they are solidly at, “You can’t change my mind.” They’ve already gathered and internalized all the information and details they want about buying that vehicle; one more important reason why television and the internet are so crucial to this vital generation.

Online marketing campaigns include customizable tools for Millenials to view the vehicles they’re investigating, so they can mix and match exteriors, interiors, trim levels, accessories, and even after-market products and services. Millennials, who are very comfortable in the interactive universe, take full advantage of these building and pricing tools. The trend is increasing rapidly. In 2013, 23% of car buyers used 2 or more devices to research and conclude a purchase. That grew to 32% in 2014.

From generation to generation, smart retailers have embraced the right media to reach their market – from print, to radio, to television, and now, the internet. Each new medium met with initial resistance. But retailers who thrive adopt the right avenue to educate, inform and attract their buyers. Digital in all its forms is the answer today, tomorrow, and into the future. It’s time to get on board.

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What do you think? Is this something you can benefit from or do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

I.C. Collins ~ Author, Educator, Trainer and President: Has One Simple Goal: I believe it is my mission and purpose to remind you, that you are meant to have the best life possible! You were created with intention and purpose and I am here to simply help guide you through your life’s journey.