Finding a new car is one of the most significant purchases a consumer will make. It’s an exciting but complex journey, with many car purchases marking a new life achievement, like a new baby or promotion. Although exciting, it can also be a long and quite tedious process as such a large investment requires a lot of research. Digital media has revolutionized this search, putting the buyer in the driver’s seat to engage with brands natively on their terms versus the more interruptive marketing favoured by traditional TV, radio and print marketing.
This guide will provide auto marketers with key insights and initiatives across the most important digital dimensions to capture attention during a highly complex purchase process, to steer buyers in the direction of their dream car.