How Does Digital Drive an Automotive Purchase?

November 27, 2013 / Automotive, Interactive Marketing, Research /
Digital Purchase - Strong Automotive

Google recently partnered with Millward Brown Digital to perform a Vehicle  Shopper Path to Purchase Study. They surveyed over 2,000 respondents and analyzed over 4,000 search paths of consumers who purchased a vehicle in the last 12 months. Here are some of the high points.

8 Sites Sourced

People are using an average of 8 sources of online information when they are within 90 days of purchase. In the past, the number of sources would decrease significantly as the purchase approached, but that is no longer the case.

24 Touch Points

Even more interesting is the average number of touch points. As people enter the buying cycle, they become more aware of the media and channels trying to influence their purchasing decision. On average, each buyer will directly or indirectly consume an average of 24 media touch points during the research/buying process.

The biggest takeaway from this is that your marketing strategy must have consistency, and more importantly, continuity to reach maximum effectiveness. If each consumer is affected by at least 24 touch points and chooses to interact with 8 digital sources all the way to the purchase, your message has to stand out.

About the author

Gayle Rogers: With more than 15 years of automotive marketing experience he brings both agency and dealership level knowledge to the team. He is responsible for strategic direction and development of digital marketing efforts for the agency’s automotive dealer clients. As chief marketing officer, he communicates agency capabilities to the industry and cultivates new business opportunities. Prior to joining Strong, Rogers held positions of increasing responsibility in automotive advertising to develop and manage campaigns for automakers, suppliers and dealers. In addition to his automotive experience, Rogers spent time gaining experience in the development of digital campaigns for a variety of businesses. Rogers earned a bachelor’s degree in advertising from the University of Alabama.