Here is another report that confirms that consumers go online to learn about companies they are planning to do business with.
This chart comes from an article on MarketingCharts.com
56% of Americans agree that now more than ever, they’re pro-actively trying to learn more about the companies they hear about or do business with, according to [pdf] results from latest Harris Poll Reputation Quotient (RQ) study. Harris Interactive calls these consumers “seekers,” and contrasts them with “bystanders,” who are not as active in seeking out information. This year, 56% of respondents were classified as “seekers,” up from 50% last year.
This is an important study for brands that sell through dealers, especially if you rely on dealers to service your product after the sale.
More and more we see brand companies helping dealers with their online content because it is a benefit to both the brand and the dealer when consumers feel confident about what they are buying and who they are buying from.
That help comes most often from a modern ad builder that has html templates that are loaded with great brand content and flexible enough for dealers to add their message for publishing on the internet. The key is for the system to host the content, that will save the dealer money but, more importantly, it allows the brand to track the results and maintain control over the content.
It’s not enough anymore to think that you’re helping your dealers sell your product by providing them with traditional advertising materials, it’s all about the internet now.