Automotive
We've brought together our latest automotive studies from across the globe to help you understand what your customers are searching for and the impact of different media. Access our case studies, thoughts from leaders, infographics, and research data to learn how to improve your digital strategy for automotive.
Studies
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2011 Vehicle Service Path to Purchase
The purpose of this 2011 Google/Compete study is to quantify consumers' use of the online channel for automotive services research and shopping. Today's vehicle service shoppers:
- Typically purchase for routine maintenance or repair prefer to buy in-person when ...
Preview the Study Download: PDF
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Volvo Across Screens
Groundbreaking cross screen research helps reveal the full branding benefits of advertising beyond just TV. This case study with Volvo reveals:
- 74% of those exposed to Volvo's ads across multiple screens - TV, mobile and video - recalled the brand successfully ...
Preview the Study Download: PDF , PPT
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Automotive Shopping Behavior Study 2011
Today's vehicle shoppers research and decide faster than ever. They use a diverse set of online tools in their research process and have high expectations from brands throughout the path to purchase. Insights from this year's auto buyflow ...
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Google Display Network vs. Portal Takeovers for Auto Insurance seekers
What's the best way to balance precision and scale when targeting the auto insurance customer? We looked at the effectiveness of reach with Compete and found:
- 66% of auto insurance seekers can uniquely be reached via a one-day Google ...
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Google Display Network vs. Portal Takeovers for Auto Part Shoppers
Auto part shoppers are a very specific target customer. A study commissioned with Compete finds out how many can be targeted with the Good Display Network relative to traditional homepage takeovers:
- The Google Display Network exclusively reaches 35% of auto ...
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Google Display Network vs. Portal Takeovers for Auto Shoppers
Auto buyers today spend months researching online prior to going to the dealership. This study with Compete finds ways for marketers to intercept these shoppers in the process:
- The Google Display Network reaches 4x more standard vehicle shoppers than the ...
Preview the Study Download: PDF , PPT
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The Zero Moment of Truth for Automotive Study
How is auto shopper behavior changing in a digitally powered world? How are shoppers’ expectations of the physical dealership changing? Google partnered with Shopper Sciences to reveal the Zero Moments of Truth for the automotive industry and found:
- Shoppers for ...
Preview the Study Download: PDF
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US Hispanic Auto Consumers
1 in 3 US Hispanics made an auto purchase last month. How do they use the Internet to aid their decision? This study with OTX found:
- Over 50% of US Hispanic auto purchasers research online before purchasing
- 65% of them ...
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Influencing Offline, The New Digital Frontier
This white paper looks at the impact of online research on offline sales. Four out of ten people prefer to research online before purchasing offline (ROPO). This seven page paper will help you understand what impact ROPO is having on ...
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The Role of Online in Buying New Cars in Portugal
This study will help you understand more about how consumers in Portugal research a new automobile purchase online.
Key findings:
- The most important sources for researching a new car are dealerships, search engines and dealer websites.
- 7 in 10 buyers ...
Preview the Study Download: PDF , PPT
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The Role of the Internet in New Car Purchases
This study presents the attitudes and behaviours of new car buyers in 13 countries.
Key findings- On a global level, the most important sources for researching a new automobile are auto dealerships, search engines and manufacturer websites.
- 65 percent of ...
Preview the Study Download: PDF , PPT
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The Role of the Internet in Buying New Automobiles in the Netherlands
This study will help you understand more about how consumers in the Netherlands research new automobile purchases online.
Key findings:
- The most important sources for researching a new car are dealerships, search engines and dealer websites.
- The use of online ...
Preview the Study Download: PDF , PPT
Videos
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Social Media Planning Begins with Listening
Interview
Social Media Planning Begins with Listening
In an interview, Matt Van Dyke, Director of Marketing Communications at Ford Motor Company, discusses the importance of listening to consumers when planning their social media strategies at Ford.
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Viewership & Engagement with Video
Interview
Viewership & Engagement with Video
In an interview, Matt Van Dyke, Director of Marketing Communications at Ford, discusses the importance of video in marketing strategies.
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Engagement with Social
Interview
Engagement with Social
In an interview, John Lisko, Executive Communication Director at Saatchi & Saatchi, discusses the importance of engaging customers with social.
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Toyota Swagger Wagon Video's Development
Interview
Toyota Swagger Wagon Video's Development
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., discusses how the Toyota Swagger Wagon campaign began via YouTube.
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Product Builds the Brand via Social
Interview
Product Builds the Brand via Social
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., discusses how the product (i.e. Prius) built the brand via social interaction.
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A Comprehensive Social Strategy
Interview
A Comprehensive Social Strategy
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., discusses the importance of building an overall social strategy.
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Listen & Learn
Interview
Listen & Learn
In an interview, Tim Morrison, Vice President Sales & Dealer Development at Toyota Motor Sales USA Inc., talks about the importance of listening to customers on social.
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Digital Test & Learn
Interview
Digital Test & Learn
In an interview, John Lisko, Executive Communication Director at Saatchi & Saatchi, discusses the importance of testing & learning with technology to provide innovation.
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Customers Participating with Brands
Interview
Customers Participating with Brands
In an interview, John Lisko, Executive Communication Director at Saatchi & Saatchi, discusses the importance of customer's participating with the brand and shaping the future of the brand.
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Mobile's Importance to Brands
Interview
Mobile's Importance to Brands
Edmund Purcell discusses how mobile has changed the advertising landscape and it's importance to building and maintaining a brand. He discusses how mobile allows you to tell when and where someone is access a brand.
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The Mobile User Today
Interview
The Mobile User Today
Fern Shlauter describes how mobile strategy is now intrinsic to their business today. They are seeing that mobile is being used throughout the entire vehicle buying process - from beginning to end. Fern also discusses the insights they get into ...
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Enchantment
Interview
Enchantment
Guy Kawasaki discusses how you can enchant your customer by building something that they connect with.