MEET THE EXPERTS

Simon TiffenSenior Manager, Advertiser Insights

Cars.com

Jack SimmonsDealer Training Manager

Cars.com

CONSUMERS ARE IN CONTROL

• 15-minute online survey

• April 30 – May 9, 2014

• 1,005 adults age 21-60

• Mix of new and used shoppers

• Planning to purchase a car within the next six months OR have purchased a car within the past six months

ABOUT THE STUDY

WHAT INFLUENCES CAR SHOPPERS?

SHOPPERS RELY ON JUST A FEW SOURCES

• Shoppers are curators, in-control of the information they take in

• Marketing messages need to be aligned across channels and tailored to info consumption

BUILDING THEIR BOOK OF KNOWLEDGE

DIGITAL DRIVES DECISIONS

CONSUMERS SEEK MOST RELEVANT SOURCES

TOP OFFLINE INFLUENCES

Advertising is not a top source of offline influence.

GO-TO SOURCES = HELPFUL & TRUSTWORTHY

DEALER VISITS ARE KEY FOR SHOPPERS

THE ROAD TO THE DEALER STARTS ONLINE

THE JOURNEY DOESN’T END ON YOUR LOT

Source: Placed, Inc., 2014

• Focus on what influences shoppers on the journey

• Reach active, engaged shoppers via sources they trust and “go-to” to seek knowledge

• Align your marketing with shopper behavior to influence shoppers on their terms

WHAT DOES IT ALL MEAN?

Q&A

Q&A