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.
Transcript of Maximizing Your Media Spend When Car Shoppers Are In Control
MEET THE EXPERTS
Simon TiffenSenior Manager, Advertiser Insights
Cars.com
Jack SimmonsDealer Training Manager
Cars.com
CONSUMERS ARE IN CONTROL
• 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
ABOUT THE STUDY
WHAT INFLUENCES CAR SHOPPERS?
SHOPPERS RELY ON JUST A FEW SOURCES
• Shoppers are curators, in-control of the information they take in
• Marketing messages need to be aligned across channels and tailored to info consumption
BUILDING THEIR BOOK OF KNOWLEDGE
DIGITAL DRIVES DECISIONS
CONSUMERS SEEK MOST RELEVANT SOURCES
TOP OFFLINE INFLUENCES
Advertising is not a top source of offline influence.
GO-TO SOURCES = HELPFUL & TRUSTWORTHY
DEALER VISITS ARE KEY FOR SHOPPERS
THE ROAD TO THE DEALER STARTS ONLINE
THE JOURNEY DOESN’T END ON YOUR LOT
Source: Placed, Inc., 2014
• 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
WHAT DOES IT ALL MEAN?
Q&A
Q&A
