- Invest in search engine optimization and marketing (SEO & SEM) for accessory-related searches. You need to be on the first page for unbranded searches, and at the very top of the page for branded searches.
- Assess your “connect” and “close” capabilities for accessories. How does your site’s build-your-own functionality compare to those in the aftermarket? Your e-commerce capabilities?
- Join the dialogue on enthusiast websites, which, right now, is relatively one-sided. As the OEM, you have the credibility and the unmatched product knowledge to combat misconceptions and redirect the conversation.
Thursday, January 31, 2013
Digital Accessories Customers
Hardly a blog goes by where we don’t reference Digital Service Customers or “DSCs”; we coined this term a couple of years ago when investigating how service customers use the internet. But what about accessories customers? SEMA’s 2012 Segmentation Study highlighted heavy use of web-based research among these folks: