![]() ![]() Want to learn more about offline conversion tracking? While purchasers commonly start their customer journeys online, they convert offline. And that, in fact, twice more start their research online as opposed to in the dealership.Ĭombining this with the knowledge that purchases happen at the dealership leaves automotive marketers with a data-tracking conundrum. Think with Google found that 95% of vehicle buyers use digital channels as a source of information. Auto shoppers use digital to start their customer journey. This highlights the key role of social and long-form content.ĥ. In the last two years, the watch time of “test drive” videos on YouTube has grown by more than 65%. And, they’ll often use multiple devices throughout this process.Ĥ. Automotive consumers visit an average of 4.2 websites in their purchasing process. As such, the automotive industry will represent a large portion of marketing spend in the US, and likely other divisions too.ģ. We know that paid spend drives around 38% of traffic on average so competition is fierce. In 2021, automotive accounted for 8.1% of all US digital ad spend. They found that 95% of all purchases made happen at the dealership.Ģ. Hyundai conducted research into where sales happen in the automotive industry. Key Marketing Statistics for the Automotive Sectorġ. They might call a dealership or visit in person to view the cars face-to-face. Once their research is completed, their customer journey will go offline. They will likely already have a car model in mind, as well as a budget, so their searches will be highly targeted. They find and compare dealerships using online search and reviews. The majority of shoppers for automotive start their journey online. Using data from our global database of over 100 million data points, we share the latest automotive marketing statistics you need to know. While automotive digital ad spend declined in 2020 due to Covid-19, getting cut-through now is more important than ever. 2020 was a tough year for those working in automotive. ![]()
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