Hasta La Creative!

The Internet, with all of its tools for researching, price-checking, side-by-side comparison shopping and feature configuration, has completely changed the way consumers navigate the path to purchase for new and used vehicles or, for that matter, parts and services. Statistics show that it takes approximately five months for a consumer to move from considering the purchase of a vehicle to actually receiving the keys. Moreover, only 20% of car buyers purchase the car they initially research online. This creates a huge opportunity to introduce the majority of consumers to a new brand and steer their decision in another direction. With millennials already comprising nearly half of all auto shoppers, the Internet’s influence on auto shopping will strengthen as this Internet-dependent, multidevice generation matures.

For some auto marketers, the fragmented purchase path is creating opportunities. As Alain Visser, senior VP-marketing, sales and customer service at Volvo Cars recently said, “The biggest revolution in the car industry is happening at home. Around 80% to 90% of customers shop online first, so we have created a website that offers the same brand experience as the dealership.” He added, “We are totally reshaping what we are doing and reinventing the way we go to market.”

Given the data, it’s no wonder that automakers are some of the biggest spenders in digital advertising. Between domestic and international car manufacturers, as well as regional and local dealerships, the automotive segment will spend over $7 billion on digital advertising in 2015. More than a third of that will be dedicated to mobile channels. However, like any marketing spend, it’s important to get as much mileage as possible out of the investment. In today’s multiscreen reality, automakers from Ford in the U.S. and Audi in Germany to Honda in Japan and Kia in Korea need to be keeping one marketing technology top of mind: cross-device.

Continue reading at AdAge.com