Measure & Analyze / studies
It’s not just how you measure, it’s what you measure. Deciding which metrics matter most, to both marketers and their clients, is an ongoing test for marketing professionals.
This study will help you understand to what extent offline sales are driven by websites and online advertising. Using case studies from Germany, France and UK this study looks at whether online ads drive incremental offline sales. How ROPO (research online, purchase offline) impacts on purchase behaviour. And if online advertising can deliver greater efficiency than offline media.
- Clear indications that offline sales are driven by websites and online advertising
- Considerable evidence to suggest that online advertising drives incremental offline sales
- ROPO clearly impacts purchase behaviour
The objective of this study was to understand how French consumers use the internet and other sources to research and purchase automotive aftersales products.
The internet is a key auto aftermarket info source, which is used across the entire purchasing process.
Search engines are the most consulted source and plays a key role across the purchase journey.
Mobile searches widely used and likely to increase in future.