Five ways to stay on top of online sales and digital marketing

Online sales and digital marketing are keys drivers highlighted in the IMI’s Driving Auto Forward insights report. The rise of e-commerce and online car buying platforms has significantly affected the retail automotive labour market in the UK. As a result, the skills needed for automotive sales professionals must adapt, gaining proficiency in digital sales processes, online marketing, social media and Customer Relationship Management (CRM) tools to stay competitive. This becomes crucial, especially considering the uncertainty surrounding the extent and depth of the agency model adoption.

We’ve uncovered the five best ways you and your business can stay ahead of the game and make sure you aren’t left behind…

• Invest in comprehensive training programmes to upskill and reskill the workforce in digital marketing strategies, social media management, SEO, CRM tools, and data analysis.
• Foster a learning culture that encourages continuous skill development through self-paced learning, industry participation, and knowledge sharing.
• Actively recruit digital marketing specialists through collaborations with recruitment agencies, leveraging professional networks, and establishing partnerships with educational institutions.
• Promote cross-functional collaboration between sales, marketing, and IT departments to ensure a cohesive approach to digital marketing initiatives.
• Provide employees with access to necessary technologies, tools, and platforms for online sales and digital marketing, along with adequate training and support.

The sector must prioritise upskilling and reskilling its workforce to meet the demand for digital skills. Sales professionals need to develop proficiency in online sales techniques, digital marketing strategies, social media management, and CRM tools. And businesses must offer training programmes and resources so employees can learn these essential skills.

The adoption of digital tools and platforms, employees must become technologically fluent. Technological competence, especially in CRM systems, social media, and marketing automation tools, is essential.

Automotive doesn’t sit still, there is constant change as new processes and approaches are adopted. That does put pressure on businesses to embrace changes and make sure they’re ready, but it also provides opportunities to improve and perhaps overtake competitors who perhaps aren’t as switched on to the changing landscape of online sales and marketing.

Time to find out about the IMI’s research and the top ten drivers for skills change in UK Automotive in the next two years? Read all the IMI’s research and insights along with a host of other information and podcasts.