Marketing cars: Driving digital success

This article identifies seven key digital themes in the automotive industry. These themes are: investment in digital communications which help consumers understand the brand, with focus on brand websites and customer reviews; digital showrooming and the changing path to purchase, where consumers research online and buy offline; customer-first integrated service; and maintaining relevance with information and custom features.

Marketing cars: Driving digital success

Antony GreenConnect Group

An average of eight digital sources are used by prospective car buyers as they spend up to three months finding the right car, which is why the digital experience is vital for the automotive industry.

Digital marketing efforts by the top 10 car brands accounted for a massive $5.82 billion slice of the $16 billion-worth of automotive advertising investment in the US last year. There is no question that the category is big in the digital world, so how do they ensure this overall investment shows return all the way through...

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