Maximizing Your Media Spend When Car Shoppers Are In Control
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The document summarizes findings from a study about what influences car shoppers. It found that car shoppers rely on a few key sources for information, building their knowledge along their journey. While the digital world drives many decisions, dealer visits remain important. The study recommends that dealers focus on influencing shoppers through the most relevant and helpful sources shoppers trust throughout their journey, from initial research online to eventual in-person visits.
Maximizing Your Media Spend When Car Shoppers Are In Control
- 2. MEET THE EXPERTS Simon Tiffen Senior Manager, Advertiser Insights Cars.com Jack Simmons Dealer Training Manager Cars.com
- 3. CONSUMERS ARE IN CONTROL
- 4. ABOUT THE STUDY • 15-minute online survey • April 30 – May 9, 2014 • 1,005 adults age 21-60 • Mix of new and used shoppers • Planning to purchase a car within the next six months OR have purchased a car within the past six months
- 5. WHAT INFLUENCES CAR SHOPPERS?
- 6. SHOPPERS RELY ON JUST A FEW SOURCES
- 7. BUILDING THEIR BOOK OF KNOWLEDGE • Shoppers are curators, in-control of the information they take in • Marketing messages need to be aligned across channels and tailored to info consumption
- 9. CONSUMERS SEEK MOST RELEVANT SOURCES
- 10. TOP OFFLINE INFLUENCES Advertising is not a top source of offline influence.
- 11. GO-TO SOURCES = HELPFUL & TRUSTWORTHY
- 12. DEALER VISITS ARE KEY FOR SHOPPERS
- 13. THE ROAD TO THE DEALER STARTS ONLINE
- 14. THE JOURNEY DOESN’T END ON YOUR LOT Source: Placed, Inc., 2014
- 15. WHAT DOES IT ALL MEAN? • Focus on what influences shoppers on the journey • Reach active, engaged shoppers via sources they trust and “go-to” to seek knowledge • Align your marketing with shopper behavior to influence shoppers on their terms
- 16. Q&A
- 17. Q&A