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Automotive Marketing Online: Negotiating the Curves
eMarketer, June 2008, Pages: 19
After consistently leading the US in advertising spending, the automotive sector has dropped into the number two spot behind retail. Ad spending in the sector is going in reverse—except on the Internet. Auto marketers will spend nearly $3 billion online this year, up 21.6%.
The Automotive Marketing Online report analyzes the trends that are driving one of the largest advertising sectors onto the Internet, at full speed.
Auto advertisers are following their market. Research shows that eight out of 10 consumers now consult the Internet at least once during the car-buying process.
Nevertheless, though automakers and dealers see the Internet as cost effective, measurable and in some ways better than traditional media, the channel doesn’t get a free ride. Marketers are monitoring their online executions and technology as closely as they do older, established ad vehicles to ensure that all touch points work in sync.
Key questions 'Automotive Marketing Online' report answers:
- Where are automotive manufacturers spending their advertising budgets?
- How will the economy affect car sales?
- Are dealerships lagging in adopting Web 2.0 tactics?
- How has consumer behavior online been influenced by social media?
- What can dealers do to boost conversion rates from online inquiries?
- Do consumers really want to buy cars online?
- And many others…
eMarketer Reports—On Target and Up to Date
The Automotive Marketing Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
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