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Automotive Marketers and Ad Agencies typically launch ad campaigns with increased sales and customer acquisition in mind as the primary objectives... Dealership Brand awareness and even customer retention are usually secondary goals at best, according to a study from Econsultancy and Research Now [download page].
And while most are confident that they’re reaching the right audiences, few are using the most sophisticated techniques to measure their effectiveness.
The Survey – fielded among 2,000+ marketing professionals in the USA and Canada, found that sales uplift (54%) is the way in which most dealership marketers establish the effectiveness of their advertising. That’s not surprising, given that a selling more cars is the main objective behind car dealership advertising campaigns in the first place.
Close behind, at least half of company marketers surveyed are also measuring their campaign effectiveness through digital performance metrics such as:
The use of market research tools, however, seems relatively sparing compared to the importance assigned to them. Fewer than half (47%) of automotive marketers use customer surveys, for example, despite 70% agreeing that they are an essential part of media validation and 61% agreeing that surveys to test effectiveness provide a strong indication of the success of a campaign.
Likewise, the use of attribution modeling is scant: just 15% of company marketers and 22% of agency respondents measure success through attribution. The study’s authors do link perceptions of ad effectiveness to this and other research methods, noting that respondents who deem their digital advertising “extremely effective” are much more likely to use attribution modeling (50%) than others.
Previous research from Adobe has likewise shown that attribution modeling hasn’t yet reached the mainstream. In its survey of digital marketers across North America and Europe, Adobe found that fewer than 1 in 5 (18%) were using attribution modeling, though another 39% planned to adopt this technique within the coming 3 years.
In other highlights from the Econsultancy and Research Now report:
About the Data: The report is based on a survey of 2,715 marketers conducted by Research Now in May, 49% of whom are client-side/in-house dealership marketers or brand marketers and the remainder identifying as agencies (26%), independent marketing consultants (16%) and technology vendors (9%). The data referenced above is derived from 1,990 respondents from the US and Canada.