The online automotive space has grown in leaps and bounds in the past decade. Amid fierce competition, Gumtree South Africa has taken the lead position in terms of traffic and becoming the platform for choice for both private and professional sellers.
Jeff Osborne, Head of Gumtree Autos South Africa explains how.
1.A few years ago Gumtree wasn't nearly as popular as an automotive classifieds as it is
today. How did you go about changing the status quo?
It was an exercise in reverse engineering, to be honest. When I first joined the company, many of the dealers and OEMs I had come to know were skeptical about the site and our ability to attract the caliber of customer they were looking for. We had to ask ourselves, What does a leading autos look like? Who are its customers? What is the revenue model? What tools do we offer? Then we set about building it, getting rid of spam on the site, monetizing the autos category and changing our value proposition in terms of marketing.
2.Monetization is an interesting strategy for a traditionally free site. How was it received?
Monetization is always the end goal for a classified site – and in truth, it's worked very well as it minimizing the amount of spam on the category. Private sellers can still post a car for sale without being billed, while dealers can choose from cost effective packages through the Gumtree Automotive Inventory Tool.
3. What is Gumtree doing in 2018 to maintain this position?
We're continuing our investment in online performance marketing, but will also be featured prominently on television and in print this year. Expect to see us replicate some of last year's most successful campaigns, including the Pre-Owned Car Awards and our headline sponsorship of the FIA World Rally Cross Finale in Cape Town.