The document discusses how online research has given car shoppers more control over the vehicle purchasing process. It finds that consumers are influenced by a variety of sources, both online and offline, but rely most heavily on one or two trusted sources they consider most helpful, like independent research sites. While dealership visits remain important for test drives and negotiations, most research is now done digitally. The document emphasizes that marketers need to meet consumers on their terms by having a strong online presence on the sources shoppers favor during their research process.
The automotive retail industry is undergoing substantial changes driven by shifts in customer behavior, new technologies, and industry pressures. Customers are more informed and rely on both online and offline sources across their purchase journey. Sales and service processes need upgrades to address increasingly complex vehicles and technologies. Industry consolidation and competition are squeezing dealer margins. However, dealers remain important for test drives, advice, and servicing. To succeed, dealers must transform into profitable, modern, multichannel networks that combine online and offline strengths. This requires new retail formats, customer data management, and strategic optimization of the dealer network. OEMs must also better integrate touchpoints to ensure a seamless customer experience. Successfully navigating this transition will improve returns and
This document discusses the impact of mobile devices on local businesses. Some key points:
- Mobile now accounts for 12% of global internet traffic and over 50% of local searches are done on mobile.
- For local businesses to be competitive, they need a mobile-optimized website or app and to rank highly in local search results.
- Customers now expect to easily access business information from their mobile devices and often purchase shortly after searching on mobile. Having a strong mobile presence is important for local businesses to capture these customers.
The document discusses the growing demand from customers to purchase new vehicles completely online. A survey found that 72% of customers are willing to buy a new car online. However, automakers have been slow to implement online sales and most current initiatives do not meet customer expectations. Customers expect benefits like convenience, time savings, price transparency, and the ability to compare vehicles and negotiate online. While automakers face challenges in developing new online sales models, the document argues that responding to rising customer demand for online purchasing will be crucial for automakers to remain competitive as business models continue to evolve in the industry.
1) The automotive purchase decision journey is getting shorter, with most consumers deciding within 3 months and spending less time at dealerships.
2) Consumers now use many online sources throughout the purchase process, from 3 months before deciding to purchase through the final month.
3) While the purchase often begins online, most consumers also visit dealerships and OEM websites in their final month before purchasing.
Customers researching car purchases want personalized help from dealers alongside independent digital research, expecting seamless transitions between channels. They rely on a variety of information sources including websites, apps, and social media, and want very fast responses to requests. While dealers remain important sources, customers in growth markets also depend heavily on independent sources, search engines, friends and family for purchase information.
Connected consumers are driving changes in the automotive industry. They demand constant access to information from multiple sources, including online reviews and social media. Many are open to new purchasing options like buying cars online or using alternatives to ownership. As consumers become more familiar with connected vehicle technologies, their interest is growing in cars that enable services like safety, maintenance and customer care features. OEMs and dealers must adapt to meet the expectations of these always-connected shoppers by providing information across multiple channels and being responsive to their preferences for flexibility and connectivity throughout the car buying and ownership experience.
This document profiles online shoppers and buyers in Canada. It finds that while online shopping was once mysterious, it is now the preferred method for many Canadians. Online buyers are most likely to be aged 25-34, college educated, and have middle incomes. The top concerns of online shoppers are returns policies, shipping costs, and ensuring product quality matches online descriptions. Retailers must provide seamless online experiences across all devices to meet rising customer expectations of convenience.
The consumer experiences confusion and uncertainty in the early "Landscape" stage of purchasing a new vehicle. They seek to understand the wide range of options available in the current market. Multiple sources of information are used to research vehicles and determine criteria for their next purchase. Independent review websites are especially influential for helping consumers make sense of their options and start defining their needs.
The automotive retail industry is undergoing substantial changes driven by shifts in customer behavior, new technologies, and industry pressures. Customers are more informed and rely on both online and offline sources across their purchase journey. Sales and service processes need upgrades to address increasingly complex vehicles and technologies. Industry consolidation and competition are squeezing dealer margins. However, dealers remain important for test drives, advice, and servicing. To succeed, dealers must transform into profitable, modern, multichannel networks that combine online and offline strengths. This requires new retail formats, customer data management, and strategic optimization of the dealer network. OEMs must also better integrate touchpoints to ensure a seamless customer experience. Successfully navigating this transition will improve returns and
This document discusses the impact of mobile devices on local businesses. Some key points:
- Mobile now accounts for 12% of global internet traffic and over 50% of local searches are done on mobile.
- For local businesses to be competitive, they need a mobile-optimized website or app and to rank highly in local search results.
- Customers now expect to easily access business information from their mobile devices and often purchase shortly after searching on mobile. Having a strong mobile presence is important for local businesses to capture these customers.
The document discusses the growing demand from customers to purchase new vehicles completely online. A survey found that 72% of customers are willing to buy a new car online. However, automakers have been slow to implement online sales and most current initiatives do not meet customer expectations. Customers expect benefits like convenience, time savings, price transparency, and the ability to compare vehicles and negotiate online. While automakers face challenges in developing new online sales models, the document argues that responding to rising customer demand for online purchasing will be crucial for automakers to remain competitive as business models continue to evolve in the industry.
1) The automotive purchase decision journey is getting shorter, with most consumers deciding within 3 months and spending less time at dealerships.
2) Consumers now use many online sources throughout the purchase process, from 3 months before deciding to purchase through the final month.
3) While the purchase often begins online, most consumers also visit dealerships and OEM websites in their final month before purchasing.
Customers researching car purchases want personalized help from dealers alongside independent digital research, expecting seamless transitions between channels. They rely on a variety of information sources including websites, apps, and social media, and want very fast responses to requests. While dealers remain important sources, customers in growth markets also depend heavily on independent sources, search engines, friends and family for purchase information.
Connected consumers are driving changes in the automotive industry. They demand constant access to information from multiple sources, including online reviews and social media. Many are open to new purchasing options like buying cars online or using alternatives to ownership. As consumers become more familiar with connected vehicle technologies, their interest is growing in cars that enable services like safety, maintenance and customer care features. OEMs and dealers must adapt to meet the expectations of these always-connected shoppers by providing information across multiple channels and being responsive to their preferences for flexibility and connectivity throughout the car buying and ownership experience.
This document profiles online shoppers and buyers in Canada. It finds that while online shopping was once mysterious, it is now the preferred method for many Canadians. Online buyers are most likely to be aged 25-34, college educated, and have middle incomes. The top concerns of online shoppers are returns policies, shipping costs, and ensuring product quality matches online descriptions. Retailers must provide seamless online experiences across all devices to meet rising customer expectations of convenience.
The consumer experiences confusion and uncertainty in the early "Landscape" stage of purchasing a new vehicle. They seek to understand the wide range of options available in the current market. Multiple sources of information are used to research vehicles and determine criteria for their next purchase. Independent review websites are especially influential for helping consumers make sense of their options and start defining their needs.
Digital Strategy - Automotive and changes in customer behaviour Nigel Hudson
Changes in customer behavior have dramatically reduced the number of dealership visits before purchasing a car. Customers now do extensive online research ahead of buying and expect a convenient, no-haggle shopping experience. This has prompted responses from automakers and dealerships. Some automakers are working to better connect the digital and in-person shopping experience, while others are pursuing more direct online sales. Third parties are also entering the market with digital platforms that facilitate research, fixed pricing, and limited dealer negotiation. As customer preferences continue shifting online, new digital dealership models may emerge to seamlessly guide the evolving automotive purchasing journey.
Path to purchase consumer journey microsoft advertising 2012David Chan
1. Consumers experience five distinct stages as they research and purchase a vehicle: open to possibility, decision to change, evaluating options, shopping for specific cars and deals, and experiencing ownership.
2. Digital media plays a key role in influencing consumers at each stage of the process. Consumers seek information from a variety of sources both online and offline as they move through the stages.
3. Marketers have an opportunity to better engage consumers by understanding their unique needs at each stage and providing relevant content and messages through various media channels. This can help simplify the decision process and build brand loyalty.
Consumers now conduct most vehicle research online rather than at dealerships. Eighty-three percent use the internet and 79% use search engines to research vehicles and dealerships. During the pre-selection phase, consumers filter dealerships based on the information they find online, such as inventory available on a dealer's website. Search engines and dealer/OEM websites are also important sources for finding information and locations of dealerships. Traditional offline advertising sources are now less influential than online sources during consumers' pre-selection research phase of vehicle shopping.
Digital marketing is poised to revolutionize the automotive industry as it transforms how consumers research, evaluate, purchase and interact with vehicles. While automakers have begun using social media and online platforms, the full potential of digital marketing remains largely untapped. Customers now rely heavily on digital channels for information gathering and half would consider online vehicle purchases. To understand digital's impact, McKinsey conducted a survey of 600 car buyers, dealerships, and experts, finding that a strategic, systematic approach to digital could significantly boost operations and revenues through opportunities like digital lead generation, product co-creation, and retail innovation.
Digital Reroutes The Auto Purchase JourneyStradablog
This document discusses how digital technologies have transformed the automobile purchase journey. It finds that 50-70% of car buyers now choose the make and model before visiting a dealership, with 40-50% making their choice based on online information. The main purpose of dealership visits is now to experience the vehicle in person. OEMs need to adapt by using digital channels more effectively to engage consumers earlier in the purchase process. They also need to rethink strategies around brand engagement, distribution, marketing, and measuring sales performance to better address how digital is changing consumer behavior and expectations.
Connected consumers are in charge. They are confident about what they want and how they want it, secure in using technology to increase their power as car shoppers and owners, and comfortable driving innovation in the industry
Connected consumers are driving changes in the automotive industry. They demand constant access to information from multiple sources, including online reviews and social media. Many are open to new purchasing options like buying cars online or using alternatives to ownership. As consumers become more familiar with connected vehicle technologies, their interest is growing in cars that enable services like safety, maintenance and customer care features. OEMs and dealers must adapt to meet these informed, engaged consumers throughout the entire purchasing and ownership experience.
CARPROOF research has identified two paths used vehicle buyers take: Car-hunters, who search online for their ideal vehicle first before considering dealerships, and Dealer-deciders, who get recommendations from friends/family on dealerships and then shop those lots. 60% are Car-hunters who rely heavily on comprehensive online listings, while 40% are Dealer-deciders who prioritize a dealer's reputation. To succeed, dealers need quality online listings to attract Car-hunters and provide excellent customer service to build their reputation and attract future Dealer-deciders.
Tns automotive path to purchase study tapps chinadkcvoom
1) A study of Chinese car buyers using real-time electronic diaries found that the car buying process is much faster than traditionally thought, with 40% deciding on a make and model within 4 weeks.
2) Chinese buyers rely heavily on social media and consumer reviews online, with 60% reporting changing their mind based on what they read from other consumers.
3) Car dealerships are seen as very trustworthy and important advisors in China, unlike in Western markets, and play a big role in influencing final purchase decisions.
The car industry : Which nations are more inclined to purchasing a car online Sumit Roy
This document summarizes the key findings of an annual automotive study conducted in 8 countries. Some of the main findings include:
1) The vehicle buying cycle is shrinking significantly, with over half of consumers starting research within 2 months of purchase.
2) The sources of information used varies widely by country, requiring localized marketing approaches.
3) Consumers want both qualitative and quantitative vehicle information in one online location.
4) Consumers in developing markets like China and India have very exacting needs and expectations.
Social commerce refers to customers interacting with one another to make better buying decisions. There has been an explosion of user-generated content and social media that influences purchase decisions. A survey found that over half of online sellers consider user-generated content important to their strategy. Ratings and reviews have become important for both consumers and retailers, with studies showing they can increase conversion rates and lower the ratio of people who visit a site versus make a purchase. A case study on lingerie retailer Figleaves.com found that products with reviews had a 35% higher conversion rate compared to products without reviews.
The document discusses how and why the auto industry is shifting billions of dollars away from traditional offline media like newspapers and TV into online digital advertising strategies. It provides data showing that the majority of automotive research is now done online, with consumers spending many hours researching vehicles online. As a result, automakers and dealers are adjusting their advertising spending to better match where consumers are getting their information by moving much of their budgets from offline to online media like search engines, display ads, and video.
The document summarizes the findings of a study on automotive brand loyalty in Canada. It identifies the key drivers of brand loyalty as functional elements (40%), emotional connection (31%), brand personality (17%), and needs fulfillment (12%). For functional elements, quality, performance, value, and technology/innovation are most influential. Emotionally, confidence, lack of anger, pride, and happiness drive loyalty. Trustworthy, honest, innovative, and leader personality traits also influence loyalty. Providing confidence in the future, fun, self-identity, and respect fulfills customer needs and boosts loyalty. The study reveals opportunities for brands to improve emotional, personality and needs fulfillment factors to increase their strength relative to competitors
MRI examined online buying styles of consumers, and identified 5 distinct types of online shoppers. This presentation focuses on two types of consumers, "Social Cyber-Shoppers" and "Selective Cyber-Shoppers", in the context of social shopping.
The document discusses how consumers navigate the path to purchase for various products and services in today's digital landscape. It finds that the traditional purchase funnel model is outdated, as consumers conduct research across multiple devices and touchpoints in a non-linear fashion. For hotel bookers specifically, the summary is:
1) The average hotel booker visits 12 travel sites before booking online, with over half of visits occurring in the week and 48 hours before purchase.
2) Most hotel bookers conduct initial research 30 days before booking and visit multiple travel sites during this period, including online travel agencies and supplier sites.
3) While paths vary, flight research and airline site visits are common touchpoints for hotel bookers across different shopping
The document discusses customer loyalty in the digital age. It notes that the rise of disruptive technologies has challenged brands to engage consumers. To maintain loyalty, brands must redesign programs to suit connected consumers who value relationships, authenticity, and novelty. The consumer decision journey has changed, requiring brands to enhance the customer experience. Successful loyalty programs address consumer expectations, build trust, ensure satisfaction, and foster a sense of belonging with the brand. They must balance what consumers want from programs with business objectives like increased revenue and customer retention.
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
Auto shoppers are open to influences. Today’s auto intenders are open-minded with 72% of search sessions involving cross-shopping. In-market shoppers are researching more than ever. While time in-market is roughly the same, these shoppers are turning to 24 research touch points on average. Connected devices are driving greater research activity. Mobile usage has increased 35% year over year, with a focus on research and comparison activities. Video influences auto brand discovery and consideration. Video research is on the rise and online video was the #1 format for encouraging brand consideration. Dealer interaction and post-purchase experiences matter. 62% of the vehicle owners said customer service could influence future purchases.
The document discusses challenges facing Canadian retailers in creating personalized customer experiences. It outlines that Canadian shoppers now expect seamless omni-channel experiences but many retailers struggle to understand customers and integrate channels. The report advocates that retailers must refocus on customers by analyzing their shopping journeys and using insights from engagement to improve loyalty programs and personalization.
Digital Strategy - Automotive and changes in customer behaviour Nigel Hudson
Changes in customer behavior have dramatically reduced the number of dealership visits before purchasing a car. Customers now do extensive online research ahead of buying and expect a convenient, no-haggle shopping experience. This has prompted responses from automakers and dealerships. Some automakers are working to better connect the digital and in-person shopping experience, while others are pursuing more direct online sales. Third parties are also entering the market with digital platforms that facilitate research, fixed pricing, and limited dealer negotiation. As customer preferences continue shifting online, new digital dealership models may emerge to seamlessly guide the evolving automotive purchasing journey.
Path to purchase consumer journey microsoft advertising 2012David Chan
1. Consumers experience five distinct stages as they research and purchase a vehicle: open to possibility, decision to change, evaluating options, shopping for specific cars and deals, and experiencing ownership.
2. Digital media plays a key role in influencing consumers at each stage of the process. Consumers seek information from a variety of sources both online and offline as they move through the stages.
3. Marketers have an opportunity to better engage consumers by understanding their unique needs at each stage and providing relevant content and messages through various media channels. This can help simplify the decision process and build brand loyalty.
Consumers now conduct most vehicle research online rather than at dealerships. Eighty-three percent use the internet and 79% use search engines to research vehicles and dealerships. During the pre-selection phase, consumers filter dealerships based on the information they find online, such as inventory available on a dealer's website. Search engines and dealer/OEM websites are also important sources for finding information and locations of dealerships. Traditional offline advertising sources are now less influential than online sources during consumers' pre-selection research phase of vehicle shopping.
Digital marketing is poised to revolutionize the automotive industry as it transforms how consumers research, evaluate, purchase and interact with vehicles. While automakers have begun using social media and online platforms, the full potential of digital marketing remains largely untapped. Customers now rely heavily on digital channels for information gathering and half would consider online vehicle purchases. To understand digital's impact, McKinsey conducted a survey of 600 car buyers, dealerships, and experts, finding that a strategic, systematic approach to digital could significantly boost operations and revenues through opportunities like digital lead generation, product co-creation, and retail innovation.
Digital Reroutes The Auto Purchase JourneyStradablog
This document discusses how digital technologies have transformed the automobile purchase journey. It finds that 50-70% of car buyers now choose the make and model before visiting a dealership, with 40-50% making their choice based on online information. The main purpose of dealership visits is now to experience the vehicle in person. OEMs need to adapt by using digital channels more effectively to engage consumers earlier in the purchase process. They also need to rethink strategies around brand engagement, distribution, marketing, and measuring sales performance to better address how digital is changing consumer behavior and expectations.
Connected consumers are in charge. They are confident about what they want and how they want it, secure in using technology to increase their power as car shoppers and owners, and comfortable driving innovation in the industry
Connected consumers are driving changes in the automotive industry. They demand constant access to information from multiple sources, including online reviews and social media. Many are open to new purchasing options like buying cars online or using alternatives to ownership. As consumers become more familiar with connected vehicle technologies, their interest is growing in cars that enable services like safety, maintenance and customer care features. OEMs and dealers must adapt to meet these informed, engaged consumers throughout the entire purchasing and ownership experience.
CARPROOF research has identified two paths used vehicle buyers take: Car-hunters, who search online for their ideal vehicle first before considering dealerships, and Dealer-deciders, who get recommendations from friends/family on dealerships and then shop those lots. 60% are Car-hunters who rely heavily on comprehensive online listings, while 40% are Dealer-deciders who prioritize a dealer's reputation. To succeed, dealers need quality online listings to attract Car-hunters and provide excellent customer service to build their reputation and attract future Dealer-deciders.
Tns automotive path to purchase study tapps chinadkcvoom
1) A study of Chinese car buyers using real-time electronic diaries found that the car buying process is much faster than traditionally thought, with 40% deciding on a make and model within 4 weeks.
2) Chinese buyers rely heavily on social media and consumer reviews online, with 60% reporting changing their mind based on what they read from other consumers.
3) Car dealerships are seen as very trustworthy and important advisors in China, unlike in Western markets, and play a big role in influencing final purchase decisions.
The car industry : Which nations are more inclined to purchasing a car online Sumit Roy
This document summarizes the key findings of an annual automotive study conducted in 8 countries. Some of the main findings include:
1) The vehicle buying cycle is shrinking significantly, with over half of consumers starting research within 2 months of purchase.
2) The sources of information used varies widely by country, requiring localized marketing approaches.
3) Consumers want both qualitative and quantitative vehicle information in one online location.
4) Consumers in developing markets like China and India have very exacting needs and expectations.
Social commerce refers to customers interacting with one another to make better buying decisions. There has been an explosion of user-generated content and social media that influences purchase decisions. A survey found that over half of online sellers consider user-generated content important to their strategy. Ratings and reviews have become important for both consumers and retailers, with studies showing they can increase conversion rates and lower the ratio of people who visit a site versus make a purchase. A case study on lingerie retailer Figleaves.com found that products with reviews had a 35% higher conversion rate compared to products without reviews.
The document discusses how and why the auto industry is shifting billions of dollars away from traditional offline media like newspapers and TV into online digital advertising strategies. It provides data showing that the majority of automotive research is now done online, with consumers spending many hours researching vehicles online. As a result, automakers and dealers are adjusting their advertising spending to better match where consumers are getting their information by moving much of their budgets from offline to online media like search engines, display ads, and video.
The document summarizes the findings of a study on automotive brand loyalty in Canada. It identifies the key drivers of brand loyalty as functional elements (40%), emotional connection (31%), brand personality (17%), and needs fulfillment (12%). For functional elements, quality, performance, value, and technology/innovation are most influential. Emotionally, confidence, lack of anger, pride, and happiness drive loyalty. Trustworthy, honest, innovative, and leader personality traits also influence loyalty. Providing confidence in the future, fun, self-identity, and respect fulfills customer needs and boosts loyalty. The study reveals opportunities for brands to improve emotional, personality and needs fulfillment factors to increase their strength relative to competitors
MRI examined online buying styles of consumers, and identified 5 distinct types of online shoppers. This presentation focuses on two types of consumers, "Social Cyber-Shoppers" and "Selective Cyber-Shoppers", in the context of social shopping.
The document discusses how consumers navigate the path to purchase for various products and services in today's digital landscape. It finds that the traditional purchase funnel model is outdated, as consumers conduct research across multiple devices and touchpoints in a non-linear fashion. For hotel bookers specifically, the summary is:
1) The average hotel booker visits 12 travel sites before booking online, with over half of visits occurring in the week and 48 hours before purchase.
2) Most hotel bookers conduct initial research 30 days before booking and visit multiple travel sites during this period, including online travel agencies and supplier sites.
3) While paths vary, flight research and airline site visits are common touchpoints for hotel bookers across different shopping
The document discusses customer loyalty in the digital age. It notes that the rise of disruptive technologies has challenged brands to engage consumers. To maintain loyalty, brands must redesign programs to suit connected consumers who value relationships, authenticity, and novelty. The consumer decision journey has changed, requiring brands to enhance the customer experience. Successful loyalty programs address consumer expectations, build trust, ensure satisfaction, and foster a sense of belonging with the brand. They must balance what consumers want from programs with business objectives like increased revenue and customer retention.
This white paper is focused around the way companies are redesigning their approach to loyalty, as traditional rewards programs fail to address customer expectations in terms of convenience, speed, and relevance.
In a world where we are always logged in and customer loyalties can switch with a few taps on a mobile phone, leading brands are rethinking the entire experience they deliver to their most loyal customers, in order to make repeat purchases a habit.
Our research, based on an analysis of 40 leading brands, examines how experiences designed to increase loyalty are evolving now and into the future.
Auto shoppers are open to influences. Today’s auto intenders are open-minded with 72% of search sessions involving cross-shopping. In-market shoppers are researching more than ever. While time in-market is roughly the same, these shoppers are turning to 24 research touch points on average. Connected devices are driving greater research activity. Mobile usage has increased 35% year over year, with a focus on research and comparison activities. Video influences auto brand discovery and consideration. Video research is on the rise and online video was the #1 format for encouraging brand consideration. Dealer interaction and post-purchase experiences matter. 62% of the vehicle owners said customer service could influence future purchases.
The document discusses challenges facing Canadian retailers in creating personalized customer experiences. It outlines that Canadian shoppers now expect seamless omni-channel experiences but many retailers struggle to understand customers and integrate channels. The report advocates that retailers must refocus on customers by analyzing their shopping journeys and using insights from engagement to improve loyalty programs and personalization.
The document discusses common misconceptions that dealerships have about digital marketing metrics. It notes that dealerships often focus too much on outdated metrics like email leads, when in reality the car buying process has become more complex with consumers using multiple sources. The document advocates adopting a holistic, multisource attribution model to better understand influences on consumers. It also stresses the importance of targeting the right audiences, not just the largest audiences, to improve marketing effectiveness and ROI.
Consumers now control the car shopping process and conduct extensive online research before visiting dealerships. They gather information from a variety of sources but rely most heavily on independent research sites, manufacturer websites, dealership websites, and search engines. While digital sources are influential throughout the shopping journey, offline experiences like test drives and word-of-mouth are also important. To be effective, auto marketers must understand consumers' research process and target them at the right times and places, including the independent research sites that are consumers' top information sources.
Kevin Hunt "How to Set Up and Maximize Your Third Party Providers"Sean Bradley
The document provides guidance on selecting and maximizing third party internet marketing partners. It discusses how independent internet sites play a leading role in the consumer vehicle purchase journey. When choosing partners, dealerships should consider the partner's traffic volume, customization options, ability to estimate sales opportunities, insight provided, and business terms. Key factors include reach and exposure, the shopping experience, consideration of the dealership, customization of programs, and real-time performance insights. Flexible territories and campaigns allow dealers to defend their area while conquering new markets.
Market Study-Consumer Expectations CC926Lonnie Miller
This document summarizes the findings of a market study on consumer expectations for internet lead marketing in the automotive industry. Some of the key findings include:
1) Seven distinct segments of online leads were identified based on attributes like vehicle purchase drivers, shopping behaviors, and expectations of dealership responses. Treating leads uniquely based on their segment can increase sales conversion rates.
2) First time buyers, who made up over 80% of one responding segment, are particularly valuable for developing long-term customer relationships and were more likely to purchase from dealers who responded to their online inquiries.
3) Factors like the shopping experience, trust in the seller, and response time to inquiries influenced a lead's brand loyalty.
Top 7 Identifiers of a High-Intent ConsumerJornaya
Leveraging data to zero in on the high-intent consumer is on every smart marketer’s radar these days. However, most marketers are overwhelmed by data and unsure of where they should focus their efforts. Here are the seven leading behaviors that represent the most predictive contributors of consumer intent.
Navigating Mobile Marketing: Automotive Retailers Guide to Winning Mobile Sho...Cars.com
In 2014, mobile usage will surpass desktop usage, and with this rapid smartphone adoption, consumers are relying on their devices to determine what and where to buy. Automotive purchases are no different. In fact, at Cars.com, nearly half of all traffic now comes from smartphones and tablets.
This presentation includes findings on dealer shopper behavior and on-the-lot mobile usage from research conducted Cars.com with Placed, Inc. and tips for effectively marketing to mobile shoppers to reinforce your brand across platforms.
It covers:
• How shoppers are using mobile devices throughout their research, including on-the-lot, to decide what and where to buy
• How to take a mobile-first approach to your marketing and showroom experience
• How to overcome showrooming and turn mobile shoppers into sales
Car shoppers today research online and on various sites to find deals and get real-time advice. Understanding the user journey and tapping into this new auto buying process has become even more pertinent today.
Auto marketers can reach these shoppers with extremely targeted messaging and move from "educated guessing" to "data-driven certainty" with the help our insights.
Digital marketing is poised to revolutionize the automotive industry as it transforms how consumers research, evaluate, purchase and interact with vehicles. While automakers have begun using social media and online platforms, the full potential of digital marketing remains largely untapped. Customers now rely heavily on digital channels throughout their decision journey, from initial research to the purchase itself. To succeed, automakers must develop more integrated and compelling digital strategies that address the entire consumer experience holistically.
1. Social media, websites, and mobile are becoming major influencers in the car buying process. Dealers are adopting mobile and social media marketing.
2. Search is the primary research tool but consumers experience fatigue if not finding what they want in the first 5-7 pages. Dealer websites are important for generating high quality leads.
3. Over 30% of internet leads still go unanswered, demonstrating the need for lead management solutions to handle inbound leads.
The Internet is the most heavily used and influential media channel for new and used vehicle shoppers. 71% of buyers use the Internet, spending an average of 18-19 hours researching online and offline. 60% of research time (about 11 hours for used vehicles) is spent online, primarily on third-party sites rather than manufacturer or dealer sites. While the Internet heavily influences purchases, most buyers first contact dealers through walk-ins rather than online. The Internet provides pricing info and model comparisons to inform decisions.
This document discusses a study on shopper marketing conducted by the Grocery Manufacturers Association (GMA) and Booz & Company. Some key findings from the study include:
1) Shopper marketing investment is growing rapidly for many consumer packaged goods companies as they shift spending closer to the point of purchase.
2) Digital deal hunting by shoppers is on the rise as they conduct more online research before shopping trips.
3) Shopper marketers are using an expanded set of digital vehicles like search, social media, and mobile apps, requiring greater collaboration between marketing and sales teams.
4) The study identifies 49 shopper marketing vehicles organized into 7 platforms, finding varying adoption levels of traditional and emerging
This document discusses a study on shopper marketing conducted by the Grocery Manufacturers Association (GMA) and Booz & Company. Some key findings from the study include:
1) Shopper marketing investment is growing rapidly for many consumer packaged goods companies as they shift spending closer to the point of purchase.
2) Digital deal hunting by shoppers is on the rise as they conduct more online research before shopping trips.
3) Shopper marketers are using an expanded set of digital vehicles like search, social media, and mobile apps, requiring greater collaboration between sales, marketing, and retailers.
4) The study identifies 49 shopper marketing vehicles organized into 7 platforms, finding varying adoption levels of
Attention EssayKine 3364 Motor LearningCassandra Rodriguez.docxjasoninnes20
Attention Essay
Kine 3364 Motor Learning
Cassandra Rodriguez
Kaitlyn Dippel
Jaa’lah Bowser
Sergio Jaimes
Courtney Brent
Sam Houston State University
On a daily basis the average person does a lot of multi-tasking and it is accepted, even praised by a lot of employers. Although many of us may be very talented at multitasking in some instances it could be very dangerous. Multi-tasking or even being distracted can lead to many mistakes in every area of life. Today, especially on the roads we see a lot more accidents because people are either not paying attention or they are multitasking while they are driving. For most this is a very common gesture that happens whether it is looking for something in their car, eating, on their phones changing music, texting, making calls but at what cost does multitasking get you?
Today there are about 1in 4 accidents that are caused by texting and driving that is 1.6 million crashes a year that are by texting and driving. The more you are on your cell phone while driving the less aware you are to your surroundings, especially if you are sitting in traffic or pedestrians that are walking in crosswalks. It does not matter if someone is an awesome multitasker a person can still have errors in their work or miss something as they go. Many times there are people that can multitask but miss something simple as adding a word to a sentence or adding a document to a file. Now imagine what could happen while driving, it could be something as small as missing a turn or as detrimental as causing an accident and causing injuries to someone else.
As stated before many people believe that their multitasking skills are something to be proud of, being able to drive and text at the same time looking up and down for few seconds at a time is considered a skill. when in reality they're putting other people at risk with their actions of not giving their full attention to the task in front of them. Most vehicle accidents are caused by a distracted drivers.
To Keep Your
Customers,
108 Harvard Business Review May 2012
Keep It Simple
They don’t want a “relationship” with
you. Just help them make good choices.
by Patrick Spenner and Karen Freeman
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May 2012 harvard business review 109
want a camera? Is she just starting to look, or is she
ready to buy? The company guides those in the early
stages of investigation to third-party review sites
(where its cameras get good marks) and directs con-
sumers who are actively shopping to its own web-
site. User reviews and ratings are front and center
there, and a navigation tool lets consumers quickly
find reviews that are relevant to their intended use
of the camera (family and vacation photography,
nature photography, sports photography, and so
on). In stores, Brand B frames technical features in
nontechnical terms. Instead of emphasizing mega-
pixels and memory, for example, it says how ...
1. The document discusses how the classic economic model of consumer behavior as rational actors seeking to maximize benefits is an oversimplification and does not account for variability and irrationality in consumer decision making.
2. It then outlines the traditional linear consumer purchase process model involving problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
3. However, it notes that the modern consumer decision journey is non-linear with multiple touchpoints of influence from various sources, requiring marketers to engage consumers throughout the process through two-way conversations to build loyalty.
Presentation is about online macro environment and digital marketing environment. Further, market place analysis, SWOT analysis, online market place map, PESTLE analysis, digital economy defined, digital immigrants vs digital natives, innovation vs disruptive innovation, non existing businesses, etc.
Turning social feeds into business leadsGetfly CRM
This document discusses how social media is becoming an important channel for automotive marketers to engage with customers. While automotive companies are still in the early stages of utilizing social media effectively, there is strong evidence that it influences car purchasing behaviors. The document recommends that automotive marketers integrate social media more directly into their sales and lead generation processes to take advantage of the ability to identify purchase intent within social conversations and content.
When consumers make a purchase- they progress through a series of beha.docxSUKHI5
When consumers make a purchase, they progress through a series of behaviors. The consumer decision making process describes those behaviors and the activities that take place at each stage. In order to increase sales, marketers are looking at the five stages and trying to find ways to influence the consumers as they progress through the CDM process. The internet is the most recent tool that marketers are using to influence consumers. Discuss the impact of the internet on the five stages of the CDM process. What happens differently, or how does the internet use these processes to sell more efficiently?
Solution
CDM process:
Internet provides all the necessary information to the customer regarding a product or service. Thus, it plays a vital role in CDM process. A customer undergoes the following five stages before making a purchase.
Need Recognition.
It is the stage wherein the buyer identifies the need to purchase.
Internet induces the buyer to identify the need or it even creates the need for the buyer through advertisements.
Information Search:
This is where the buyer collects the information about the product or the service that he/she is going to buy. Various sources are available to the buyer they are family, friends, media, and internet.
Internet is the best of all sources in providing accurate results and on time.
Alternative Evaluation:
After the collection of information, the buyer would have various options to choose from. The buyer would compare the choices on the basis of price, attributes, features, color, shape, style, trend etc.
Internet helps the buyer by providing comparative and competitive advantages and disadvantages about all the products available. The customer could also get to read the feedback from customers who had already used the product.
Purchase Decision:
After analyzing the information with the available options, the customer finally decides to purchase a product that suits him/her. The customer believes that the product/ the service actually satisfy the need.
Internet plays a vital role in customer
.
The document discusses consumer online shopping behavior with reference to Flipkart. It covers how consumers prefer to receive product information, the different types of buying behaviors, and factors that influence consumer decisions. Marketers play an important role in marketing programs by conducting research, designing strategies, and advertising. Measuring post-purchase behavior and ensuring positive customer experiences are also discussed. The effects of the COVID-19 pandemic on e-commerce are addressed, along with trends that will shape the future of online shopping.
The document discusses how internet marketing influences consumer behavior in online shopping. It explores factors that affect consumer purchasing decisions online like usefulness, enjoyment, consumer traits, situational factors, product characteristics, trust, and social media. The introduction outlines how the internet provides opportunities for marketers and consumers. Internet marketing can reduce costs and increase selection. Consumer behavior models are also discussed, like information search, evaluation, purchase, and post-purchase stages. Demographic and personal factors influence consumer choices.
Similar to auto_marketing_digital_influence_study (20)
2. THE DIGITAL INFLUENCE • 1
To answer that question, you have to ask another: What makes a consumer end up on the lot?
And the answer to that requires understanding how your customers shop for cars, as well as
where and when they’re most receptive to receiving your message.
It’s clear that more than ever, consumers are in control of the process—they’re curating all the
available information down to the sources they deem to be the most influential on their purchasing
decisions. It’s only when you understand how consumers shop for cars—the sources they consult,
when they consult those sources and why they favor certain sources over others—that you can
reach car shoppers at the right time and attract them to your dealership.
INTRODUCTION
MANY AUTO MARKETERS WRESTLE WITH THE QUESTION OF WHETHER THEY’RE GETTING
THE MOST OUT OF THEIR MARKETING BUDGETS. AFTER ALL, THESE PROGRAMS ARE
DESIGNED TO ATTRACT CUSTOMERS TO THE SHOWROOM AND DRIVE SALES.
3. THE DIGITAL INFLUENCE • 2
Compared with other consumer activities, shopping for a car used to be a
discrete activity with its own defined set of steps that consumers took in
the process. Today, consumers shop for a car they way they shop for a TV,
refrigerator or anything that requires a certain amount of consideration.
That’s because the Internet, mobile technology and social media have
made the same set of tools available to help educate consumers regardless
of the product they’re buying.
Nonetheless, many auto marketers have clung to old notions of the
car shopping journey. That is, a linear process in which consumers
start with a wide consideration set, gradually eliminating vehicles from
consideration until they narrow their choices down to the single correct
fit at the end. In reality, consumers take a much less linear path from
consideration to purchase.
Car shopping is a dynamic process in which shoppers sift through the
available options, adding and eliminating cars as they go. That’s because
today’s consumers are willing to commit the time and effort required to
make informed purchasing decisions.
PART 1: SHOPPERS ARE IN CONTROL OF THE RESEARCH PROCESS
4. THE DIGITAL INFLUENCE • 3
Advertising you
got in the mail
Advertising you
heard on the radio
Advertising you
saw on TV
Advertising you saw
outside/on a billboard
Vehicle focused
magazines (print)
Auto shows or other
vehicle-focused
events
Vehicle displays not
at a dealership or car
show
Dealership visit(s) Talking to friends
or family
Noticing a vehicle
on the street
Previous experience
driving the vehicle
Non-vehicle
focused magazine
(print)
Newspaper
(print)
Advertising you
saw on a website
Automotive
dealership websites
Expert review
websites
Social
media websites
Search engines
Manufacturer
websites
Independent
research sites
Vehicle focused
magazines (online)
Magazine websites
(not vehicle-focused)
Online
discussion boards
Newspaper
websites
MAGAZINE
AD
MAGAZINE
DEGREES OF INFLUENCE
Consumers are in control not only of what
information they gather to make a purchase,
but also the where, when and how. While
shoppers use a mix of both online and offline
sources, it’s crucial to keep in mind that
not all sources are created equally. During
the average car shopping experience,
consumers are bombarded with push
messages from manufacturers, regional
marketing associations and local dealers,
but they seek the information they want
on their terms.
To better understand which inputs were
influencing vehicle consideration, shoppers
were asked about 24 different sources they
may have encountered on the path to
purchase and the influence of each.
C+R Research, Digital Influence in Automotive 2014
Note that each source can account for numerous individual “resources”
(e.g., various websites, different magazines, alternative forms of social media, etc.)
PART 1: SHOPPERS ARE IN CONTROL OF THE RESEARCH PROCESS
SOURCES OF INFORMATION
OFFLINE ONLINE
5. THE DIGITAL INFLUENCE • 4
INFLUENCE OF INFORMATION SOURCES IS NOT EQUAL
While all of these sources have a certain degree of influence, consumers did not use them equally. Consumers have trained
themselves to curate information and educate themselves before making all types of purchases, and shopping for a car is
no different. The majority of consumers won’t visit a dealership without first conducting a significant amount of research,
and they won’t take one source as gospel.
On average, shoppers are influenced by six to seven different information sources but rely on just one or two resources
as their main, go-to sources. They place the greatest weight on sources that they consider the most influential, helpful
and trustworthy.
PART 1: SHOPPERS ARE IN CONTROL OF THE RESEARCH PROCESS
THERE ARE MANYSOURCES
OF INFORMATION
MOST SHOPPERS USE ONLY1 OR 2
RESOURCES AS THEIR MAIN,
GO-TO INFO SOURCES
ON AVERAGE SHOPPERS ARE INFLUENCED
BY6-7 DIFFERENT SOURCES
MAGAZINE
AD
MAGAZINE
SOURCES OF INFLUENCE
6. THE DIGITAL INFLUENCE • 5
DIGITAL RESOURCES ARE KEY TO
BUILDING CONSIDERATION
It’s clear that digital sources have a big impact on vehicle
consideration. The information provided from independent
research sites, manufacturer websites, dealer websites and
review sites give shoppers the information they want, when they
want it, without having to visit a dealership to do their homework.
• Most shoppers are influenced by at least three online sources.
• Two-thirds of consumers refer to an online source as one
of their go-to resources.
These digital resources play complementary but distinct roles
in the consumer research ecosystem, and shoppers decide
what role each site plays for them. This makes it essential
for auto marketers to maintain a consistent presence across
these channels to build shoppers’ confidence as they encounter
various bits of information across platforms at various stages
of their online research.
PART 2: DIGITAL SOURCES DRIVE DECISION MAKING
TOP ONLINE SOURCES OF INFLUENCE
C+R Research, Digital Influence in Automotive 2014
While it’s clear all of these digital sources play a role in
decision making, independent research sites top the list of
influence and were the most-cited source of influence online
or offline. Even more noteworthy, in-market shoppers and
recent purchasers report independent research sites as their
top go-to and primary resource online.
INDEPENDENT RESEARCH SITES
50%
MANUFACTURER WEBSITES
46%
AUTOMOTIVE DEALERSHIP WEBSITES
42%
SEARCH ENGINES
49%
7. THE DIGITAL INFLUENCE • 6
INDEPENDENT RESEARCH SITES
21%
11%
20%
8%
MANUFACTURER WEBSITES
18%
9%
EXPERT REVIEW SITES
15%
5%
DEALERSHIP WEBSITES
20%
9%
SEARCH ENGINES
GO-TO RESOURCE PRIMARY RESOURCE
C+R Research, Digital Influence in Automotive 2014
INDEPENDENT RESEARCH SITES
ARE LEADING GO-TO SOURCE
FOR SHOPPERS
This is a particularly important consideration
because many auto marketers believe that by
beefing up their own websites, they can bypass
the influence of independent research sites
and attract consumers directly. However,
doing so only removes a marketer’s presence
from a source on which consumers place a
high value.
Furthermore, it assumes that once you’ve
driven traffic to your site that you’ve earned
a customer. The fact is that consumers
continue to rely on independent digital sources
throughout the entire the shopping journey.
INDEPENDENT RESEARCH SITES TOP
LIST OF GO-TO SOURCES
PART 2: DIGITAL SOURCES DRIVE DECISION MAKING
8. THE DIGITAL INFLUENCE • 7
OFFLINE INPUTS ARE ALSO KEY
TO PURCHASE CONSIDERATION
Offline sources also play an important role in the shopping process.
But it’s worth examining the types of offline sources that consumers
rely upon most:
TALKING TO FRIENDS
DEALERSHIP VISITS
NOTICING A VEHICLE ON THE STREET
What’s noteworthy is that all three of the top offline sources are experience
based. For such a large purchase, it is only natural that shoppers will want
to see, touch and experience a vehicle prior to making a decision. So while
recent industry studies show that shoppers today may make fewer dealer
visits than they used to, the dealer visit is still an essential source of
information on the path to purchase, and shoppers are very much still
in consideration mode during the dealer visit.
The fact that traditional advertising does not rank among the top offline
sources is indicative of shoppers’ desire for control over the information
they receive—something that offline advertising does not afford. It is
also directly correlated with trust. While shoppers may be receptive to
an advertising message, they are inherently skeptical and will research
any claims made in an ad on their terms.
PART 2: DIGITAL SOURCES DRIVE DECISION MAKING
implications
Independent research sites, search
engines and OEM and dealer websites
form a digital ecosystem that supply
shoppers with various pieces of the
information puzzle to shape their
final purchase decisions. Ultimately,
however, shoppers decide the role
each of these sources play.
It’s important for national and local retailers
to have a strong branded web presence.
But given consumers’ desire for trusted,
independent advice, dealers can’t rely
on their own channels alone. Today’s
consumers are educating themselves on
independent research sites, and that’s a
key point of influence that dealerships
need to target.
Nonetheless, while just about every
consumer uses digital media to some
degree during the shopping process,
dealerships continue to focus most of
their advertising budgets on traditional
media outlets.
9. THE DIGITAL INFLUENCE • 8
WHEN MATTERS AS MUCH AS WHERE
Just as restaurants cater to customers when they’re ready to eat,
auto marketers need to target car shoppers when they’re ready
to buy. That’s why it’s important to note that online sources are
more influential earlier in the shopping process while offline sources,
such as visiting the dealership, become more important later in the
process. And when it comes to go-to resources, in-market shoppers
tend to focus more on online sources than purchasers, proving
online to be a critical channel to capture buyers when they are in
the consideration stage.
One reason consumers value independent research sites
during the early stages of the buying process is that they offer
side-by-side comparisons of vehicles and dealerships. Such
sites feature inventories of millions of vehicles from thousands
of dealerships, helping consumers build confidence early in the
shopping process.
PART 2: DIGITAL SOURCES DRIVE DECISION MAKING
implications
Independent research sites reach
shoppers when they’re hungry.
To be on the shortlist and earn an
in-store visit, online media is an
essential platform to earn a spot
in a shopper’s consideration set.
10. THE DIGITAL INFLUENCE • 9
PART 3: THE INFLUENCE OF TRUST
Some shoppers rely on more information sources than others. For example, new car shoppers tend to use more
sources, perhaps given the investment and options available. On the other end of the spectrum, those who have an
immediate need to buy because they are out a vehicle consult the least number of sources.
But auto marketers should not be overwhelmed by the plethora of media options. Because today’s shoppers are
inundated with messages from various media channels, they’ve had to become masters of seeking and processing
the information most useful to them. And it’s clear that consumers demand information that they can trust. Go-to
sources are the ones consumers consider both helpful and trustworthy.
C+R Research, Digital Influence in Automotive 2014
SHOPPERS TURN MOST TO SOURCES THAT ARE BOTH HELPFUL AND TRUSTWORTHY
ADVERTISING
YOU GOT IN THE MAIL
ADVERTISING
ON RADIO
ADVERTISING
ON TV
Shoppers don’t
find advertising
very helpful or
trustworthy
LEAST TRUSTWORTHY MOST TRUSTWORTHY
MANUFACTURER
WEBSITES
SEARCH ENGINES
NEWSPAPER WEBSITES
EXPERT REVIEW
WEBSITES
Online sources
highly used
and valued
PREVIOUS EXPERIENCE
DRIVING VEHICLE
TALKING TO FRIENDS
AND FAMILY
INDEPENDENT
RESEARCH SITES
Dealership websites are
quite useful, but shoppers
do not find the info
completely trustworthy
DEALERSHIP VISIT(S)
DEALERSHIP
WEBSITE
LEASTHELPFULMOSTHELPFUL
11. THE DIGITAL INFLUENCE • 10
HELPFUL VS. TRUSTWORTHY
There’s an important distinction between helpful and trustworthy.
Shoppers consider dealership sites helpful, for example, but they
don’t find the information provided to be completely trustworthy.
Independent research sites, on the other hand, ranked high in
both helpfulness and trustworthiness. That’s in part because
consumers crave unbiased information on vehicles and
dealerships to help them feel confident that they’re making
a sound decision.
In fact, when it comes to trust, shoppers find independent
research sites to be among the most trustworthy of all sources,
second only to their own previous experience with a vehicle and
even more trustworthy than friends and family.
A LARGE PART OF THIS IS DRIVEN BY THE TYPE OF INFOR-
MATION THESE SITES PROVIDE. THESE SITES HELP CON-
SUMERS DETERMINE WHAT VEHICLE IS RIGHT FOR THEM,
WHERE THEY CAN FIND IT, HOW MUCH IT WILL COST, WHAT
KIND OF TRADE-IN VALUE THEY CAN EXPECT AND THE FI-
NANCING OFFERS AVAILABLE. ESSENTIALLY, THESE SITES
HELP CONSUMERS VALIDATE EVERY DECISION THEY NEED
TO MAKE ALONG THE WAY, MAKING SHOPPERS MORE LIKE-
LY TO VISIT TO A DEALERSHIP.
PART 3: THE INFLUENCE OF TRUST
implications
While shoppers are influenced by
a wide range of sources, advertisers
don’t need to treat them all with
equal weight. Go-to sources
that shoppers find both helpful
and trustworthy prove effective
channels for building consideration
and should be a foundation of
automotive marketing plans.
12. THE DIGITAL INFLUENCE • 11
PART 4: THE PATH TO THE SHOWROOM BEGINS ONLINE
THE DEALERSHIP VISIT
Not surprisingly, the dealer visit still ranks highly as
a resource for auto shoppers. While consumers
can find more information than ever online, nothing
replaces the tactile experience of seeing, touching
and test-driving a car, all of which helps tap into
the emotional aspect of making such a significant
purchase. But one of the challenges for dealers is
that there’s so little they have control over before a
shopper makes the decision to visit the dealership.
Consumers used to rely heavily on the dealer
visit to learn more about a particular car. Now,
with online sources and mobile devices placing so
much information at their fingertips, consumers
feel educated and confident before they ever set
foot in a dealership. The result is that shoppers
are visiting fewer dealerships, and those visits
are overwhelmingly driven by online influences.
• 1 IN 5 SHOPPERS VISIT JUST ONE SHOWROOM
• 1 IN 4 VISIT ONLY TWO
SOURCES USED TO LEARN ABOUT THE DEALERSHIP
C+R Research, Digital Influence in Automotive 2014
68% rely on online
sources to find a dealership
ONLINE SEARCHES
DEALER WEBSITE INDEPENDENT
RESEARCH SITES
13. THE DIGITAL INFLUENCE • 12
implications
Just as consumers are in control over
how they receive messages about vehicles
and dealerships, shoppers also want to
communicate on their terms. That’s
why it’s crucial to align your process to
communicate with shoppers the way they
want to have a dialogue. That includes
training staff to manage shoppers’ preferred
channels effectively with a goal of working
toward in-store visit. It also means that
you can’t force your desired behavior
upon shoppers on your platforms. Instead,
provide a variety of communications
channels that align with their needs.
Among shoppers who do contact a dealer
prior to visit, for example, phone and email
were the preferred communication methods,
suggesting that shoppers are comfortable
with tools that are convenient and can provide
them with immediate answers. Also, among
purchasers, texting was in line with online
chat as a preferred communication channel,
indicating that it is growing in importance and
is an area dealers should build their processes
around as customers begin to adopt new
communication tools.
Also, don’t assume all activity can be measured.
Because more than half of shoppers will never
contact a dealership, attribution models need
to account for walk-in visits that don’t drive an
online conversion.
TRUST DELIVERS FOOT TRAFFIC
With consumers visiting fewer and fewer dealerships, it’s
crucial to get your message out to consumers where they
will be most receptive. Increasingly, that’s online.
For example, 68 percent of all in-market shoppers and
recent purchasers rely on online sources to find a dealership.
By comparison, only 9 percent used outdoor ads and only
8 percent cited radio advertisements.
SHOPPERS COMMUNICATE ON THEIR TERMS
And along with visiting fewer dealerships, half of consumers
don’t believe there is value in contacting a dealer prior to a visit,
with most citing that it’s unnecessary. Furthermore, one in five
in-market shoppers says they would never contact a dealer
prior to a visit, though the sentiment is lower among purchasers,
indicating that it may become more important in the later stages
of the purchase process.
PART 4: THE PATH TO THE SHOWROOM BEGINS ONLINE
14. THE DIGITAL INFLUENCE • 13
PART 4: THE PATH TO THE SHOWROOM BEGINS ONLINE
THE DIGITAL JOURNEY CONTINUES ON THE LOT
Finally, don’t assume the retailer is in control of the process once
a shopper arrives on the lot. While highly influential and used as a
go-to source, dealerships lack the trust factor of other sources.
That’s why shoppers are turning to their mobile devices even while
they’re looking at cars on the showroom floor:
• ACCORDING TO A RECENT CARS.COM AND PLACED
INC. STUDY, 63 PERCENT OF SHOPPERS REPORT
USING THEIR MOBILE DEVICE AT THE DEALERSHIP.1
• INDEPENDENT RESEARCH SITES ARE CONSUMERS’
MOST-USED SOURCE OF INFORMATION ON THE LOT.2
These shoppers are using mobile devices to research prices, read
vehicle or dealer reviews, and find nearby dealerships. Given that
customers who visit dealerships are near the end of the buying
process, they’re using mobile devices to reinforce their decisions
with unbiased, third-party information.
PART 4: THE PATH TO THE SHOWROOM BEGINS ONLINE
implications
Consumers don’t visit the lot to be educated
about the car; they’ve already educated
themselves long before they arrive at your
door. They come for the tactile experience,
and for the gut-level validation that they’re
purchasing the right car.
Dealers also have to be prepared for the shopper
walking on to the lot knowing at least as much
as your sales staff, if not more. This means
retailers with a reputation for excellent customer
service will benefit the most from the new breed
of mobile shoppers. Because those consumers are
researching your dealership—and comparing you
to local competitors—while they’re on your lot, a
strong presence on independent research sites
provides dealers with an opportunity to compete
on more than price.
Dealers have historically placed great value on
leads. But given that only half of shoppers will
make contact before visiting a dealership, leads
are no longer the primary measure of your
marketing budget’s ROI. Because shoppers
who visit independent research sites are more
likely to visit more dealerships—and to contact
dealers before making a visit—dealers would
be better served by making sure they’re reaching
in-market shoppers where they’re gathering the
information they demand.
1
Placed Inc., January 2014
15. THE DIGITAL INFLUENCE • 14
CONCLUSION
One thing is clear: Auto marketers cannot bypass the consumer journey and expect to attract and retain customers.
But despite the fact that consumer behavior has changed dramatically, too many marketers are trying to reach consumers
the way they did 20 or 30 years ago.
In a world where consumers are in control of the messages they receive, auto marketers must align their strategies to the
way their customers shop for cars. Given the multiple touch points that influence the car buying decision, there’s no silver
bullet. But focusing on the sources that are the most influential and trustworthy means you’re reaching shoppers who are
active, intent and engaged in finding their next car. Consumers’ go-to sources, such as independent research sites, help
consumers start the car-buying journey and validate their decisions later in the process.
The auto marketers that ignore these key sources risk missing out on an opportunity to communicate with consumers at
the right place and the right time.
16. THE DIGITAL INFLUENCE • 15
This report is based a survey conducted independently by C+R Research that examined the key information sources car
shoppers consult during the decision-making process. Through a 15-minute online survey conducted between April 30,
2014, and May 9, 2014, C+R collected the responses of 1,005 participants—500 of whom were categorized as in-market
shoppers and 505 defined as purchasers. The participants included a mix of shoppers and buyers of new and used cars.
C+R conducted significance testing using a 95 percent confidence interval.
To ensure the results were representative nationally, the incoming sample was balanced by age, gender, ethnicity and
region. To participate in this study, respondents were required to be:
• ADULTS AGED 21-60
• CURRENTLY PLANNING TO PURCHASE A CAR WITHIN THE NEXT SIX MONTHS AND ARE READY
TO PURCHASE, OR HAVE PURCHASED A CAR WITHIN THE PAST SIX MONTHS
• RESPONSIBLE FULLY OR IN PART FOR THE VEHICLE PURCHASE DECISION MAKING PROCESS
METHODOLOGY
17. THE DIGITAL INFLUENCE • 16
ABOUT CARS.COM
Cars.com is a leading independent research site for car shoppers that offers credible and easy-to-understand
information from consumers and experts to provide buyers with greater control over the shopping process. The
website allows shoppers to search, compare and connect with sellers and dealers all over the country. Leveraging
its growing audience of approximately 12 million unique visitors per month, Cars.com provides digital marketing
solutions to dealers, manufacturers and other organizations looking to position themselves in front of captive,
in-market car shoppers. For more information, visit www.dealers.cars.com.
ABOUT C+R RESEARCH
C+R Research is a consumer and market insights firm. For more than 50 years, the company has provided its clients
with insights on the thinking behind consumer behavior in a variety of industries, including consumer packaged goods,
financial services and retail.
The 2013 Market Research Supplier Satisfaction Survey ranked C+R as the No. 1 full-service market research
supplier in the U.S.
18. Visit dealers.cars.com or contact your Cars.com representative to learn more.
For more insights and best practices