auto insights for marketers
TRANSCRIPT
Steering Your Marketing Campaigns for More Conversions
Automotive Insights for Digital Marketers
Sports Car Shoppers Prefer New Cars While Suv Car Shoppers Prefer Second-Hand Cars
1
SUV CAR INTENDERS
SPORTS CAR INTENDERS
pg 1
of auto enthusiasts own sports cars in the US 16%
of the car owning internet population own SUVs in the US
32% Understand what consumers look for in
certain types of vehicles and connect them
with relevant creative messaging (i.e. reach
sports car shoppers with clean and shiny creative that speaks ‘luxury’ as
opposed to a more rugged, functional appeal for SUV
intenders)
TIPS
Auto Shoppers Are More Likely To Convert On Hobbies, Science And Technology Websites
2Time Lags To Conversions on Websites For Automotive Campaigns
pg 2
HOBBIES
HOBBIES
SCIENCE & TECHNOLOGY
SHOPPING
SCIENCE & TECHNOLOGY
TRAVEL
HEALTH & FITNESS
FOOD & DRINKS
HOME & GARDEN
AUTOMOTIVE
LESS THAN 5 MINUTES`
5 MINUTES TO AN HOUR
MO
RE THA
N A
N H
OU
R
Engage users based on browsing tendencies to capitalize on when consumers are more likely to interact with
auto advertising
TIPS
Syncing With Auto Shows Drives Interest In Consumer Browsing Behavior
3
Post Event: (24th Nov- 27 November) Land Rover Website:
PAGE VIEWS: 98%* VISITORS: 53.1%*
pg 3
Sync advertising around key auto events such
as auto shows, car launches, and brand sponsored events to complement offline
strategies - creating a more seamless consumer
experience
TIPS
Post Event: (25th Jan-28th Jan 2016)Land Rover Website PAGE VIEWS: 53.6%* VISITORS: 67.1%*
*compared to the average
Auto Intenders Take An Average Of 3 Days To Convert On Automotive Brand Sites Once They See An Ad
4
take about 15 minutes to convert
20%
pg 4
Leverage sequential messaging to ensure consumers are not
swayed by competitor advertising during the consideration process
TIPS
of auto enthusiasts take about 4 days to visit the dealer page on auto sites once they see an ad
80%
Oil Prices Impact The Purchase Behavior Of Users Differently5
18 and 45 year olds are 3 times more likely to increase driving frequency when gas prices decline than
those over 46 years old
[18 - 24 & 40-45 YEARS]
pg 5
Reach consumers in real time based on oil/
gas price fluctuations at the geo level in order to connect with consumers
when they are driving the most
TIPS
[+46 YEARS]
6 Auto Intenders Purchase Vehicles During Different Life Stages
YOUNG GRADUATES
NEWLY MARRIED
4X
1.23X
more likely to purchase passenger cars than young adults
more likely to search for new cars than after a promotion at work
pg 6
Implement a marketing strategy that reaches users during “big life moments,” to drive
incremental lift in brand purchases
TIPS
EXPECTING PARENTS
1.5Xmore likely to purchase a car than on their anniversaries or birthdays
7 Prospecting And Conquesting Retargeting Strategies Show Higher Conversions Than Prospecting Alone
Targeting auto consumers who are researching about competitor car brands are 1.7 more likely to convert than targeting generic auto users
pg 7
Employ a competitor conquesting strategy
when reaching consumers in key
research phases to win more market share
TIPS
8 Auto Shoppers Visit Multiple Sites Before Making Purchase Decisions
SINGLE WEBSITE
MULTIPLE WEBSITES
83%
17%
Auto shoppers visit one auto dealer before final purchase *
pg 8
Employ location based targeting strategies to
find users at competitor locations and continue the conversation with consumers at relevant brand dealerships to
truly understand who is visiting dealer locations
TIPS
Auto enthusiasts visit multiple dealers before making their final purchase*
*During the decision making period of one month
MARKET TRENDS TO
WATCH OUT FOR
Auto Will Rank As The Second Leading Industry In Digital Ad Spend, Ahead Of Financial Services And Telecom By 2018
1
pg 9
Optimize mobile sites/apps now to capitalize on the influx of users researching, browsing,
and locating dealerships from their mobile
devices
TIPS
Auto brands will allocate more than 60% of their total digital ad budgets to mobile
Car Buyers Are Significantly Influenced By Social Media Before Making Purchases
2
80% of auto shoppers are more likely to turn to their network for advice while purchasing a car
than a salesperson
pg 10
Leverage what consumers are saying about your brand and competitor brands in real time to deliver impactful messages
during significant ‘social moments.’
Understanding when users are talking
negatively about your competitors (as in times competitors have recalls),
allows your team to reach new consumers
when they are thinking about switching brands
the most
TIPS
Viewability Is On Top Of Mind Of Auto Marketers 3
pg11
Find partners who have log level integrations with ad verification teams in order to
maximize the efficiency of marketing initiatives
TIPS
ANALYTICS | TECHNOLOGY | I NSIGHTS