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2004-09 UPDATE - Market Snapshots
of the WEB
August 2004. Mercury will at least triple
the Internet allocation of its marketing communications budget, from previous
allotments of 3-6 percent, up to about 16 percent over the next four years, to
assist in the launches of six new cars.
-source: Ford Motor Company
September 2004. Manufacturer's websites
are beginning to show gains in popularity over independent automobile sites with
prospective buyers seeking information - up to 40 percent from last year's 36
percent. Consumer satisfaction with independent sites is dropping, while manufacturer
sites are gaining. The Internet impacted the choice of dealer for 22 percent of
buyers, up from 14 percent in 2002.
-source: J.D. Power and Associates
COMMENT.
And Chrysler Group will soon roll out its reworked websites for selected brands.
Among other services, the new national sites will schedule testdrives for prospective
buyers with their local dealers. We will report how the new sites are doing.
2004-03 UPDATE - Market Snapshots
of the WEB
March 2004. Chrysler Group intends to
rebuild its websites for some brands in order to store customized data for individual
customers, connecting the Jeep, Dodge, and Chrysler brand websites seamlessly
to their respective dealer sites, displaying product information, inventory availability,
and delivery. The aim is to create a smooth online transition from research to
quote to delivery. Chrysler Group hopes to build deeper and more productive relationships
with its customers, making it easier to leverage the Internet and dealers most
effectively.
-source: Chrysler Group, Organic Inc.
[COMMENT 2004-03. This is an industry first, and
attempts to capture the user who almost always researches on the Web now before
buying, but is currently uncommitted when entering the dealership.]
2003-11 UPDATE - Market Snapshots
of the WEB
October 2003. Auto dealers are now spending
$2 on Internet advertising for every $3 spent on local TV. To win more of this
budget, website venues need to improve their promotion of dealer inventory, accept
private-party car ads online, and generate measurable leads for dealers. There
is considerable opportunity to build and promote websites for independent dealers.
-source: Borrell Associates
October 2003. Of US consumers listing
their biggest influences for buying a certain vehicle, 71 percent cited word of
mouth, 48 percent said a direct mail offer from a dealer, 26 percent claimed ads
on Internet search engines, with only 17 percent swayed by TV ads.
-source: Cap Gemini Ernst & Young
October 2003. One in five of all US surfers
visits an automotive website in a typical week.
-source: The Media Audit
2003-03 UPDATE - Market Snapshots
of the WEB
March 2003. 82% of auto
consumers now research on the Web first.
-source: J.D. Power
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