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Maximizing Your Media Spend When Car Shoppers Are In Control

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View the full report at: http://dealers.cars.com/digital-influence-study

Cars.com analyst Simon Tiffen and training manager Jack Simmons share the latest findings from C+R Research, which confirms that consumers don’t take a direct path to the dealership. Instead, they rely on multiple sources of information, both online and offline, to guide their decisions.

Published in: Marketing
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Maximizing Your Media Spend When Car Shoppers Are In Control

  1. 1. MEET THE EXPERTS Simon Tiffen Senior Manager, Advertiser Insights Cars.com Jack Simmons Dealer Training Manager Cars.com
  2. 2. CONSUMERS ARE IN CONTROL
  3. 3. 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
  4. 4. WHAT INFLUENCES CAR SHOPPERS?
  5. 5. SHOPPERS RELY ON JUST A FEW SOURCES
  6. 6. 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
  7. 7. DIGITAL DRIVES DECISIONS
  8. 8. CONSUMERS SEEK MOST RELEVANT SOURCES
  9. 9. TOP OFFLINE INFLUENCES Advertising is not a top source of offline influence.
  10. 10. GO-TO SOURCES = HELPFUL & TRUSTWORTHY
  11. 11. DEALER VISITS ARE KEY FOR SHOPPERS
  12. 12. THE ROAD TO THE DEALER STARTS ONLINE
  13. 13. THE JOURNEY DOESN’T END ON YOUR LOT Source: Placed, Inc., 2014
  14. 14. 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
  15. 15. Q&A
  16. 16. Q&A

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