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Um die eigene Automarke also einerseits in den Köpfen zu festigen oder andererseits in den Pool der möglichen Automarken des Käufers zu bekommen, muss man Anknüpfungspunkte schaffen. Dies schafft man durch die Vernetzung zu und Besetzung der Themen, die den möglichen Käufern wichtig sind, z.B. Sicherheit, Familie, Umweltschutz. Logischerweise kommt die Google-Studie auch zu dem Ergebnis “Focus on beeing found” – und natürlich haben sie damit auch recht. Wer keine Touchpoints schafft, schafft es auch nicht in die Köpfe der Autokäufer.\u003Cbr>\nNach dem Kauf gilt es das Brandimage beim Kunden weiter auszubauen. Kundenbindung sagen die einen, das ist aber nicht alles. Wer stolze Autobesitzer auf verschiedenen Plattformen von den eigenen Erfahrungen erzählen lässt, gewinnt doppelt. Wertvolle Bonuspunkte beim aktuellen Besitzer und bei potenziellen Käufern. Die alten Hasen freuen sich gehört zu werden und fühlen sich im besten Fall in ihrer positiven Meinung bestätigt. Außerdem sind die derzeitigen Auto-Besitzer besonders wichtig, da 87% dieser zu Beginn behaupten, sie würden die Marke (sehr) wahrscheinlich wieder kaufen, aber nur 56% wirklich Wiederholungskäufer werden. Die Autosuchenden fühlen sich durch die Meinungen und gut gelöste (!) Servicefälle bestärkt in der Markenwahl.\u003Cbr>\n\u003Ciframe src=\"http://docs.google.com/gview?url=http://www.thinkwithgoogle.com/insights/uploads/941173.pdf&embedded=true\" frameborder=\"0\" width=\"500\" height=\"474\">\u003C/iframe>\u003C/p>\n\u003Ch3>Klare, logische Ergebnisse – wer hält sich wie daran?\u003C/h3>\n\u003Cp>Die \u003Ca href=\"http://www.gfk.com/de/news-und-events/presse/pressemitteilungen/seiten/wer-ist-auf-der-%C3%BCberholspur-in-social-media-.aspx\">GfK hat ebenfalls vor einigen Tagen eine Studie zur Social Media Performance von Automarken\u003C/a> im deutschsprachigen Raum veröffentlicht. Dabei wurden 175.000 Internetbeiträge inhaltsanalytisch ausgewertet.\u003Cbr>\nAudi erzielt unter den Herstellern den größten Anteil des gesamten Gesprächsaufkommens im Internet im deutschsprachigen Raum mit einem Anteil von 19 Prozent, BMW und Mercedes folgen mit 16 Prozent. Trotz höherer Marktanteile kommt dagegen Volkswagen auf nur 15 Prozent.\u003Cbr>\n\u003Ciframe style=\"border: none;\" src=\"http://infogr.am/Buzz--Share-of-Voice\" frameborder=\"0\" scrolling=\"no\" width=\"550\" height=\"660\">\u003C/iframe>\u003C/p>\n\u003Cdiv style=\"width: 550px; border-top: 1px solid #acacac; padding-top: 3px; font-family: Arial; font-size: 10px; text-align: center;\">\u003Ca style=\"color: #acacac; text-decoration: none;\" href=\"http://infogr.am\" target=\"_blank\" rel=\"noopener noreferrer\">Infographics\u003C/a>\u003C/div>\n\u003Cp>Die genutzten Kommunikationskanäle sind zudem unterschiedlich: Mercedes zeigt Stärke in Web und Foren, Audi und BMW liegen bei den sozialen Netzwerken wie Facebook an der Spitze. Bei diesen beiden kommt auch bereits mehr als die Hälfte des Gesprächsaufkommens aus den Social Networks.\u003Cbr>\nIm Schnitt wird 61% des gesamten Gesprächsaufkommens über Automarken durch die Konsumenten selbst generiert. Diese Verteilung ist aber von Marke zu Marke sehr unterschiedlich. Zwar ist user-generated Content wichtig, man sollte allerdings gut beobachten wie, über was und wer über die eigene Marke spricht und gegebenenfalls reagieren können.\u003Cbr>\nInternational ist seit Jahren Ford ein gutes Beispiel für umfangreiche und vor allem gut durchdachte Social Media Performance. \u003Ca href=\"http://www.scottmonty.com/\">Scott Monty\u003C/a>, Head of Social Media bei Ford, lies schon \u003Ca href=\"http://www.scottmonty.com/2009/04/have-you-got-boss-or-leader.html\">2009 den CEO fleißig mittwittern\u003C/a> oder nutzte Instagram um die Featues vom Ford Fiesta vorzustellen\u003Cbr>\n\u003Ciframe src=\"http://www.youtube.com/embed/wXme8JAMPwM\" frameborder=\"0\" width=\"560\" height=\"315\">\u003C/iframe>\u003Cbr>\nWelche guten Beispiele von Automarken kennt ihr im digitalen Bereich? Websiten, Social Media, ein toller Auto-Konfigurator? Immer her damit…\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://liechtenecker.at/blog/digitaler-autokauf/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Digitaler Autokauf - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Das Internet und unser digitales Leben verändern nicht nur unsere kleinen Einkaufsgewohnheiten, wie etwa der Wechsel zu einer Zahnpasta-Marke weil die doch neulich so ein lustiges Gewinnspiel hatten, sondern auch große Einkaufsentscheidungen. 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