New Opportunities for Dealerships as Automobile Buyers Embrace Digital, from Wired.
The world has entered the digital age, there is no doubt. More is being spent on internet advertising than ever before. Advertising reaches today’s consumers at every turn, through smartphones, computers, Television and newspapers still play a role, but automobile dealerships cannot afford to rely just on these forms of media. As comfortable as traditional advertising may be we need to meet automobile buyers on their terms if we want to continue to serve them.
Share of ad spending – Advertising Age 12/29/14
To gain insights on how automobile buyers embrace digital and how automobile dealerships can respond, we can take a look at “The Consumer Journey: Auto-Buyers” study. This is a survey of over 6,000 consumers in global markets, including the U.S. Microsoft Advertising partnered with Ipsos Media CT and Iposo OTX to produce the survey.
The survey led to five main conclusions regarding consumer behaviors and attitudes when buying automobiles.
