Online marketing opportunities and challenges in the motor mechanic service market

Abstract

THE AIMS OF THE PAPER

The most important aim of the paper is to explore the online marketing activity of Hungarian car repairing companies operating in the service sector. Precisely the websites of google searching results of words connected to motor mechanic were analysed based on content, design and user experience (UX). Another aim of the paper was to reveal connections between the establishment of the website and the visual elements, or between the number of advertised words and the information content of the websites or between the type of the home page and the objective of the ad.

METHODOLOGY

Connected to the maintenance and repair of motors 100 words were collected and websites (88) found due to Google Ads were analysed in a qualitative way considering the following aspects home page, objective of the ad, responsivity, use of cookies, design, content and UX. Then quantitative content analysis was conducted and the results were interpreted. The method of searching (query) was standardized - the searching was fixed locally, timely and by network (the same IP address) - to have a relevant comparison.

MOST IMPORTANT RESULTS

65% of the analysed websites meet the requirement of all aspects thus they used unified colours, applied the visual elements in a right way and shared enough amount of content and information. The higher the amount of information on a website, the easier to advertise for more expressions. The algorithm of Google is taking into consideration the relevant contents and this leads to a better quality in case of organic and paid reach.

RECOMMENDATION

These results are useful for SME’s operating in the after sale service sector especially car service workshop industry. The Hungarian SME sector should monitor current online marketing trends and changing customer needs since well-planned and organized, creative website with congruent design elements and with appropriate level of information and a sophisticated search engine marketing activity can mean a competitive advantage of companies.