Marketing cars: Listen to the petrolheads

Many consumers searching for household appliances are habitual car forum users, visiting the likes of PistonHeads.com to Mumsnet.com.

Marketing cars: Listen to the petrolheads

Simon HughesKantar Media Intelligence UK

Car lovers seek advice from the like-minded in online 'virtual pubs' from Pistonheads.com to Mumsnet Cars. Marketers need to take great care in how they communicate with these opinion formers.

The first port of call for thousands of people across the UK when they are considering buying a new washing machine, toaster, watch, computer or lawn mower is not a white goods site or an IT site, but a motoring forum. Illogical though it may seem on the surface, it is perhaps less surprising when we look at...

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