In a recent study conducted by the independent research firm, Pied Piper, the Buick line of vehicles produced by General Motors fell below average in the 2023 Internet Lead Effectiveness Study.
The study compared various automotive brands in terms of how effectively their online marketing efforts were able to convert interested customers into actual sales.
Using metrics such as response time, conversion rate, and lead volume, Pied Piper evaluated the performance of the brands on their respective websites, social media platforms, and other digital channels.
Buick, unfortunately, ranked below the industry average in each of these categories, indicating that the brand’s online presence was not able to leverage a strong connection with potential customers.
The results of the Pied Piper 2023 Internet Lead Effectiveness Study represent a troubling sign for General Motors as it continues to pursue digital marketing strategies to promote its brands.
Buick’s lack of success in the metrics assessed by the study could indicate a need for the brand to revamp its online presence in order to better engage with potential customers.
Furthermore, the study’s results may also serve to underscore the importance of continued investment in online marketing initiatives and the potential value of reaching out to customers through digital channels.
It remains to be seen how General Motors will adjust its approach to marketing Buick in light of the findings from the Pied Piper 2023 Internet Lead Effectiveness Study.
However, it is clear that the brand’s current digital strategies are proving to be insufficient in connecting with customers and driving sales.