maximizing your media spend when car shoppers are in control
DESCRIPTION
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
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MEET THE EXPERTS
Simon TiffenSenior Manager, Advertiser Insights
Cars.com
Jack SimmonsDealer Training Manager
Cars.com
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CONSUMERS ARE IN CONTROL
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• 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
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WHAT INFLUENCES CAR SHOPPERS?
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SHOPPERS RELY ON JUST A FEW SOURCES
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• 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
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DIGITAL DRIVES DECISIONS
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CONSUMERS SEEK MOST RELEVANT SOURCES
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TOP OFFLINE INFLUENCES
Advertising is not a top source of offline influence.
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GO-TO SOURCES = HELPFUL & TRUSTWORTHY
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DEALER VISITS ARE KEY FOR SHOPPERS
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THE ROAD TO THE DEALER STARTS ONLINE
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THE JOURNEY DOESN’T END ON YOUR LOT
Source: Placed, Inc., 2014
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• 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?
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Q&A
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Q&A