Creating Real, Measurable Results with a Geo - and Intelligently - Targeted Display Campaign
Executive Summary
According to the 2008 New Autoshopper.com Study performed by J.D. Power and Associates 75 percent of new-vehicle buyers are using the Internet during their shopping process. While this process still begins with research and then leads into engagement and purchase, the majority of consumers are now starting this process online as opposed to in the dealership. A new marketing funnel incorporating an online marketing strategy is now essential to drive sales.
The slow adoption of online marketing campaigns is often due to the lack of being able to adequately measure the effort all the way through to a sale. While online is significantly more measurable than most traditional media, a seemingly odd double standard has been put in place. The rationale is that if it can't be measured to a sale, the money might as well be spent where it's easy to spend it and yet even more impossible to measure – on traditional media.
