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Google’s Think Auto Conference 2015: What We Learned


As an exclusive Google partner, Strathcom Media was once again invited to attend Google’s 10th annual Think Auto event in Toronto. This conference brings together all the movers and shakers in the industry, including OEMs and Google Partners (like us!), to discuss trends, the current state of the market, and give those in the industry important info and advice.

Don’t worry about missing out if you couldn’t make it. We attended, took notes, and recapped the most important info here for you!

  1. Be an inspiration. It takes approximately 26 days of thinking about a new vehicle before Canadians seriously consider buying one. It’s crucial during this “thinking” phase to promote vehicle upgrades, new features, and sales or incentives to motivate buyers to move from just thinking about buying to researching new vehicles.
  1. Be easy to find. On average, Canadians spend 19 days researching different vehicle makes, models, features, and pricing using multiple tools like OEM and dealership websites, 3rd party reviews, online videos, and other car-related websites. At this stage, the last thing you want is your site to be dumped at the bottom of a random search result page, so make sure your potential customers can find you quickly and easily.
  1. Be a resource. Once customers are done with the heavy researching, they’re onto the purchasing phase, which typically lasts 12 days. It’s at this point that buyers are visiting dealership websites, using multiple Internet resources, traditional media, and the advice of friends and family to help them make a final decision. Most Canadian car-buyers fall into three categories: The self-server, the facilitator, and the hand-holder. These customers may have decided to buy at this point, but that doesn’t mean they’ve decided to buy from you. Seal the deal by providing the right amount of guidance and information specific to each type of customer and their needs.
  1. Be a partner. The journey doesn’t end once the vehicle is taken home. Nearly 2 out of 3 customers have their cars serviced by the same brand or dealer, and half of Canadian buyers choose the same brand for subsequent purchases. This loyalty is almost exclusively due to good customer service, so ensure lasting success by working with your partners to provide customers with an excellent overall experience.
  1. Be timely. Canadians are buying vehicles in less time. In 2014, it took Canadians 66 days to purchase a new car, but this year it’s down to 57 days. With those numbers continuing to fall each year, it’s more vital than ever to make sure you reach your customers before the competition does.

Google always has tons of useful information for everyone in the automotive industry, so check back here often to see what other Google events and conferences Strathcom hosts and attends, including our upcoming Google LiveStream Event on September 30, 2015!


Event Recap, Google Think Auto

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