The article emphasizes the importance of TikTok for car dealers, outlining its significant role in connecting with key auto buyer segments and influencers. It notes how the digital transformation has created a non-linear customer journey, where individuals can navigate freely across various phases while also extending beyond the purchase phase. Notably, TikTok contributed 9.4% of digital media inquiries, showing impressive ROI compared to other channels, particularly in full-funnel campaigns, indicating a potential goldmine for auto dealerships.
The digital transformation has led to 'popcorn thinking,' which has indirectly shaped a non-linear journey. Potential customers navigate circular loops, freely entering or exiting any phase.
TikTok proved very potent when it came to driving inquiries. Benchmarked against online video, TikTok delivered 90% higher ROI, outperforming other digital channels.
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