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Ten Marketing Statistics Recently Released That Car Dealers Should Review

New Digital Marketing Statistics for Automotive Marketing Professionals Released Over Past Ten Days...

Highlights include a user milestone for LinkedIn, the changing revenues of US newspapers and consumer attitudes towards digital advertising in automotive. And a few we have not seen before.

Enjoy, and make sure you take a look at the Econsultancy Internet Statistics Compendium for more stats. This blog post is based on, and edited from an original article written by Ben Davis

1. Newspaper Digital Media Revenue Declines

Research from the Newspaper Association of America shows the changing revenue streams for US media. 

  • Total Newspaper revenue for 2013 was $37.59 billion, a decrease of 2.6% from 2012.
  • $23.57 billion (63%) came from advertising.
  • $10.87 billion (29%) came from paid circulation.
  • Revenue from digital channels increased 5.8% year-over-year (YoY). Digital advertising, subscriptions, agency-style services and others accounted for 12% of total newspaper industry revenue.
  • Digital advertising sold by newspapers rose to $3.42 billion and accounted for 19% of advertising revenue.
  • Pure-play advertising increased 14%.
  • Mobile advertising revenue, though less than 1% of total revenue, increased 77% YoY.


2. Advertising Agencies and Their Clients

The 2014 SoDA Report, featuring Econsultancy's Digital Marketing Outlook Study looks at the relationship between clients and agencies.

736 respondents, 36% from the US answered a number of questions and revealed the following: 

  • 62% of clients work with two agencies or fewer.
  • 21% increase in agencies reporting work based on a retainer fee. (Q1)
  • The number of agencies providing this education rose 25% in relative terms.
  • In 2013, campaign spend was increasing, but in 2014 more than 50% of clients are maintaining the status quo when it comes to campaign spend.
  • 50% of agency respondents had a product incubator or innovation lab. 



3. Facebook Ad Revenue Reaches Record Levels

Facebook has reported profits of $642 million (with an M) during the first quarter of 2014. 

  • A big increase in mobile advertising was the main factor pushing revenue up by 72%.
  • Quarterly Ad Revenue hit $2.5 Billion, January to March.
  • Mobile Ad sales have grown so much they now account for 59% of Facebook advertising revenue, up from 30% for the same quarter last year.
  • Facebook's user figure hit $1.28 Billion, with more than a billion accessing the site through a mobile device. That translates into a "Revenue Per User" performance metric of approximately $2.00 per quarter.

4. Apple Revenue Results

Apple, too, released its quarterly results and they looked like this:  

  • Revenue of $45.6 billion, up 4% YoY.
  • 43.7m iPhones sold, up 17% YoY.
  • 16.35m iPads sold, down 16% YoY.
  • 4.1m Macs sold.
  • 2.76m iPods sold.
  • Gross margin of 39.3%. 


5. Experiential Marketing Essential for Luxury Vehicles

A survey by Wealth-X showed more than 90% of luxury executives think experiential marketing is crucial to their brand’s ability to connect with ultra wealthy clients.

Digital marketing, on the other hand, is seen as a vehicle for brand awareness (86%), not for increasing sales.

  • 16% did not use digital marketing at all. 
  • 68% of respondents felt that ultra big net worth (UHNW) clients do not respond to digital marketing campaigns.
  • 53% did not use any form of social media.


6. LinkedIn Grows To 300 Million Professionals

LinkedIn recently hit 300 million registered users worldwide. Check out the infographic for more info on the growth of LinkedIn.

(click image to enlarge in new window)


7. Automotive Digital Advertising

Nielsen's Global Survey of Automotive Demand surveyed more than 30,000 online automotive consumers in 60 countries. Here are a few highlights of interest to car dealers from gleaned from the survey results...  

  • 46% of respondents found automotive advertising via websites was "very helpful" when considering purchase.
  • 42% said the same about advertising on TV. OEM hosted brand websites were considered the most informative (65%), followed by independent review websites (41%), with dealer websites coming in third (38%). 
    • 32% for magazines.
    • 29% for newspapers.
    • 21% for mobile. 
    • 20% for radio ads.
  • 34% of automotive consumers responding to the survey said they found social media most helpful.
  • 23% of automotive consumers preferred video sites that included full vehicle demonstrations and reviews. 


8. "I Want To Be A Data Scientist When I Grow Up"

Burtch Works has conducted interviews with 171 data scientists. Their research has revealed the following results: 

  • 88% of data scientists are male, 12% are female.
  • Data scientists have a median of nine years work experience.
  • 88% of data scientists have at least a Master’s degree, 46% have a PhD.
  • The tech industry employed 40% of respondents.
  • Median salaries for practitioners ranged from $80,000 (1-3 years experience) to $155,500 (9+ years experience).
  • Median salaries for managers varied from $140,000 (1-3 direct reports) to $240,000 (10+ reports). 


9. Word-of-Mouth Marketing Won't Go Away!

Two thirds of marketers believe word-of-mouth marketing is more effective than traditional marketing, according to a survey by the Word of Mouth Marketing Association and the American Marketing Association. However, they struggle to measure it effectively.

  • 89% of marketers stated they had problems calculating offline word-of-mouth, while 79% said the same about social online.
  • 85% of respondents said they couldn't prove the ROI of word-of-mouth.
  • Consequently WOM was not a major budget item in most companies' marketing plans, coming well down the pecking order behind customer service (54%), email marketing (40%), customer relationship management (39%) and digital advertising (36%).
  • 29% of smaller companies described social media marketing as a major category, compared to 20% of larger companies.
  • Word-of-mouth marketing is seen mainly as a tactic to increase brand awareness, with 82% of respondents identifying this as a major objective.


10. Social presence

Seven out of 10 consumers prefer a business with a social media presence, according to secondary research by GoDaddy.

For more findings, check out the infographic below.


Ben Davis is part of the Econsultancy editorial team.  

Follow on Twitter @herrhuld or connect via LinkedIn or Google+

As a special bonus, published below is an infographic featuring 33 digital marketing facts and statistics you probably did not know about until now...

Views: 2338

Tags: Advertising, Automotive Marketing, Digital Marketing, Infographic, New, Professionals, Statistics


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Comment by Jon Lamb on May 18, 2014 at 5:40pm

The part that blew me away the most is that over 10% had 4 or more agencies touching their marketing. I think it should be more. I know there's a convenience with a one-stop-shop but in marketing, having specialists work on each of your marketing efforts is more important than convenience. How many dealers go grocery shopping at a Walmart Super Center while their oil's being changed before getting a haircut there, all the while waiting for the suit they just bought there to get wrapped up. I know it's convenient but you really shouldn't buy your suits at Walmart.

Comment by Ralph Paglia on April 28, 2014 at 9:15pm

Thank you for your kind words Barbara, no the infographic is not from Ben or eConsultancy, it was created by a Brit marketing firm called "YodaLondon" and you can get more info by starting at one of my favorite sources for infographics, here: or go directly to Yoda here: 

Comment by Barbara Armour on April 28, 2014 at 7:34am

Hi Ralph- first- really nice nice job here.  Quick questions- on the 33 Stats Infographic- what are or is the sourcing? Is this also from Ben Davis at eConsultancy?

Comment by Alexander Lau on April 28, 2014 at 6:46am

Also, here are some of the things that are probably going to make a bang in the future. I'm already building a channel for Smart TVs. The first automotive marketplace for it. MUHA HA HAHA HAHA!

5 new digital platforms that consumers will be adopting and what opportunities  they give to marketers

3. Smart TVs

New TVs come along frequently, and become out-of-date just as fast. But the latest development, the smart TV, is likely to stick around.


  • What they do: Smart TVs can be used to watch traditional programming through your cable or satellite provider. They can also access hundreds of online channels with TV shows, movies, games, social networking and more.
  • What that means for you: Smart TVs are constantly improving, with more apps and better operating systems. That means more opportunities for marketers.

You might think that for marketing purposes, smart TVs are no different than regular TVs. But you have to take into account what people are doing with their smart TVs. They could be watching TV. But they could also be playing a game, listening to music, browsing the web or checking Facebook. Marketers need to tailor ads accordingly.

Comment by Alexander Lau on April 28, 2014 at 6:44am

Good stuff Ralph, it goes along with the digital marketing strategy I've been pushing for some time. 

Comment by mike lesinski on April 27, 2014 at 12:40pm

Yes indeed........bountiful information Ralph, all in one fell swoop!!!

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