Like many car buyers these days,
Marketing Blurb would never dream of visiting an auto showroom without first researching car specifications online. As such, it is not unusual for a prospective buyer to arrive in the auto showroom with more product knowledge than the dealer sales associates. And this information also typically includes knowledge of the dealer’s approximate price, advertising allowances, expected margin, and so on. In fact, some shoppers make their purchase decision
before visiting a showroom, and seek only a test drive, and a chance to pit local dealers of the same model against each other. So it makes sense that auto manufacturers and related companies should follow their shoppers online, and pitch car buyers when they are still researching which autos to consider. JD Powers and Associates decided to correlate web searches with auto purchases, and recently release the results in this 2006 Online Media Study. While many auto shoppers begin their search at general interest sites like Google and Yahoo, automotive sites like Edmunds, Kelly Blue Book, and specialty sites like Yahoo! Finance and MSN Money are the most productive sites for automotive advertising. We learned about these details from the
Center for Media Research.
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