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Automotive Advertising Trends: Mobile and Video Are in the Driver's Seat

Posted by Jennifer Dragon on January 22, 2015 at 10:37 AM

As consumers change their shopping habits, automotive advertising strategies are also transforming. EMarketer reported that automakers and dealers in the U.S. will have spent about $6.15 billion on digital advertising in 2014, an increase of 18.8 percent from 2013. But are they spending their budgets the right way? While marketers have made great advances, new trends suggest that automotive advertising techniques must reflect the way consumers leverage mobile, video advertising and other touchpoints to enhance their shopping experience and get the best deal.

Retargeting Cross-Shoppers

Think With Google reported that 72 percent of all auto purchase searches in 2013 involved some form of cross-shopping by the consumer. The good news for auto marketers is that you can leverage cross-shopping behaviors to ensure that your inventory is part of the consumer's evaluation process. Retargeting and remarketing are great ways to drive increased returns to your website by cross-shoppers. New research from the National Automobile Dealers Association shows that 83 percent of consumers say they're most influenced by dealer websites when they begin their auto search. This is a huge opportunity to use paid search to drive consumers to your website and leverage retargeting best practices to entice them to return once they've checked out other dealerships.

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Topics: Retargeting and Remarketing, Mobile Optimization and Advertising, Video Advertising, Automotive

Automotive Digital Marketing Assessment: Restoring the Glory

Posted by Joseph Naylor on July 30, 2014 at 3:38 PM

Once, automotive digital marketing was the gold standard by which all other industries built their marketing strategies. Due to the economic downturn, the automotive industry has been in a rut in recent years, but that is changing. A survey by PricewaterhouseCoopers reveals that 44 percent of automotive CEOs are optimistic about the global economy, yet only 39 percent say their organizations are prepared for this upsurge. The Local Solutions team here at Cox Media Group believes that the industry is entering a third wave of growth — and automotive digital marketing will be at the heart of this resurgence. To maximize opportunities to increase revenue, here are some best practices to consider.

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Topics: Digital Marketing Strategy, Automotive

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