As a result of two brand new research studies from Polk and KS&R, we now know for the first time ever how much time car buyers spend on the car shopping process, how much time they spend online versus offline, and which sites they spend their time on. Likewise, we have important new insights about consumers’ vehicle cross-shopping habits as well as the automotive purchase funnel. Consequently, we can draw some important conclusions about how automotive advertising can effectively influence car buyers during the shopping process. In addition, we will reveal how search engines and social networking sites factor into the equation. Howard Polirer is sharing his expertise with you.
What will you learn and what action items will you take back to the dealership?
1. Understand the importance and value of a comprehensive online advertising strategy.
2. How to deliver contextually relevant advertising messages that effectively influence car shoppers.
3. Recommendations for the roles of search and social networking in the dealership’s online marketing.
4. Insights into consumer cross-shopping behavior and a new perspective on the automotive purchase funnel.
Howard Polirer is Director, Industry Education of AutoTrader.com. As one of the nation’s premier automotive educators, Polirer has taught thousands of dealers about effective online marketing at hundreds of conferences for national, state and local dealer associations. He has also served as a dealership consultant for over 25 major dealer groups across the U.S.
Previously, he owned his own automotive sales training and consulting company and also served as executive vice president of an automotive training company serving automotive clients, OEMs and associations. With over 30 years of experience in the retail automotive business, Polirer has extensive dealership expertise, having grown from a salesman at a Toyota dealership to sales manager and then to general manager for a Volkswagen, Subaru and Chevrolet dealership.
An 11th Digital Dealer® Conference & Exposition Featured Speaker: Howard Polirer — The New Normal: Understanding today’s car shopping behavior and influencing consumers’ purchase decisions.
We’re building out the agenda, selecting speakers and topics for more than 90 sessions that are laser-focused on all things digital – Your Best Bet for Success! www.DigitalDealerConference.com
