Consumers are accustomed to seeking information on the Internet using search engines, such as Google, and have come to expect high-level search functionality to obtain desired results. According to the J.D. Power 2013 Manufacturer Website Evaluation StudySM—Wave 2, 63% of in-market vehicle shoppers visiting manufacturer websites and using that site’s Search function—or tool—find what they are seeking. Find out how in-market vehicle shoppers are using OEM manufacturer websites.
Consumers who seek out advice from trusted individuals is something Brazil shares with most of the world's major automotive markets. What might be more surprising is new-vehicle buyer’s use of the Internet as the second most common source of information, according to the J.D. Power 2013 Brazil Sales Satisfaction StudySM. Discover the most common sites used by Brazilian new-vehicle buyers.
With the increase in consumers’ dependence on researching vehicle information during their shopping process and their ability to cross-shop websites easily, designing and maintaining effective and useful websites are critical for third-party automotive websites to retain visitors. Well-designed aspects of website appearance, navigation, and speed enhance shoppers’ ability to locate specific content, helping create loyal visitors.
For automotive manufacturers, an effective website is critical. It serves as a major portal of information for new-vehicle shoppers during the selection process, assists them in narrowing their consideration set, and helps them identify key vehicle features and benefits. Well-designed aspects of website appearance, navigation, and speed enhance shoppers’ ability to locate specific content, helping to drive traffic to show rooms.
Automotive marketers endeavor to target the right population for their key marketing communication messages. However, J.D. Power research shows that demographic targeting misses the mark in effectively reaching new-vehicle drivers. Actual purchase behavior, across the various 25 new-vehicle segments and down to the brand and model level, allows for precise and successful targeting. This information allows marketers to reach across media venues and facilitates allocation of advertising dollars more wisely and efficiently.
Automotive marketers endeavor to target the right population for their key marketing communication messages. However, J.D. Power research shows that demographic targeting misses the mark in effectively reaching new-vehicle drivers. Actual purchase behavior across the various 26 new-vehicle segments and down to the brand and model level provides an accurate profile of the new-vehicle audience for the various media channels. This information allows media companies to identify their audience and identify ways to attract automotive marketing dollars.
Thomas King is the Senior Vice President of the Data & Analytics division at J.D. Power. He is responsible for the overall strategic direction of the company’s growing D&A segment, including oversight of revenue and profitability; business development initiatives; marketing; budget management; new product development and execution; and other general operational plans.
The new-vehicle marketplace is extremely competitive and crowded, with more than 235 models from which to choose and an additional 75 new or redesigned models coming to market in the near future. All of these product offerings compete for the attention of a small segment of consumers who will shop for new vehicles. Every manufacturer needs to understand how to focus their product development and marketing messages to help drive consideration among these consumers.
Automotive manufacturers are constantly improving the design and functionality of their models in order to meet the changing needs and expectations of today’s consumers. It is important for publishers to keep abreast of the new-model launches and major redesigns, as manufacturers will place significant marketing and advertising support behind those launches/redesigns. This forecasting tool provides the automotive intelligence to get your company in front of the RFP, which is critical in capturing increased automotive ad revenue.
Total new-vehicle sales in the U.S. automotive industry are climbing and are projected to increase by 9% during the next 2 years. In fact, consumer spending on new vehicles is equal to pre-recession levels. The number of new-vehicle launches is also at an unprecedented level. To take advantage of this upward trend, print, television, and digital media need to consider their organization’s state of readiness: