I worked for several years in the early 80’s in automotive marketing and still keep tabs on the industry. It’s a fascinating one in which so many other industries are tied into it’s success (oil, glass, rubber, electronics etc.,).
It will be interesting to watch their increased marketing efforts online. After leading the US in advertising spending, the automotive sector has dropped into the number two spot behind retail. Ad spending in the
sector is going in reverse—except on the Internet.
According an eMarketer report, Automotive Marketing Online: Negotiating the Curves, even as new-vehicle sales decline, automotive
marketers will spend nearly $3 billion online this year, up 21.6%. And by 2012, automotive online ad spending will top $5.6 billion.
Capgemini
shows that 80% of consumers now consult the Internet at least once during the
car-buying process. The firm report
ed the percentage was 71% in 2006 and 64% in
2004. Recommendations from family and friends are being replaced in
importance by online customer reviews. And it’s commonplace.
A joint comScore and the
Kelsey Group study showed
that 78% of Internet users who read an online review in the automotive category said it influenced their offline purchase decision.
Can you think of
ways to ad online reviews and/or testimonials to your Web site?
