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.
Online Video being at the top of the list as an ad type that prompts brand consideration is not necessarily a surprise. Direct Mail being a very close third is though.
It can be easy to dismiss online video marketing as a fringe tactic that is better served as a Tier 1 and 2 strategy. We made the same assumptions. Seeing that almost 50% of video viewers visited a dealer site afterward and 37% searched inventory is enlightening.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
