The car companies need to change the concept of online marketing

- Car makers are making some mistakes in evaluating the effectiveness of online marketing campaigns and change using this medium, according to a leading automotive shopping site major U.S. online. CEO of AutoTrader.com, said Chip Perry (left) at New York Auto Show 2008 At the workshop interactive advertising, CEO of AutoTrader.com, Mr. Chip Perry, said there are too many car manufacturers and the advertising agency based on the amount of click ads and other less accurate measure for evaluate the effectiveness of online marketing activities. Instead of counting the number of email customers asking for information after viewing the ad, according to Mr. Perry, the car manufacturers should monitor traffic looking for specific information about the car. The car that someone found three months ago on Kelley Blue Book, one of the site's most prestigious cars in the U.S., may be the vehicle that he / she bought today. "It should focus its attention on the prospect, instead of monitoring whether they click on banner advertising. Automotive industry has long tended to focus on something easy to measure, rather than a measure, "Mr. Perry said. According to eMarketer, the total cost of online advertising in the auto industry in America is 50 billion USD in 2015, accounting for 27.7% of overall advertising costs. U.S. car buyers spend an average of 11 hours searching for information online and 7 hours for a test drive at the dealer before purchase. However, Mr. Perry said, when the rate of car buyers looking for information on the Internet increased from 64% to 77% in 2004, the number of tourists from email to inquire about the car is still only around 20%. In addition, the independent survey of RL Polk & Co. company. and Northwood University found that 65-70% of car buyers never contacted before the agent and then directly to the showroom. Mr. Perry said that online marketing for the automobile is a tool to bring the impact on the buyer, not a tool for direct results. The car dealers do not sell outside the store, and consumers will not buy cars online. According to Perry, is the notion that the general trends in the development of electronic commerce will affect the automobile industry, like any other industry, but not really. Most car buyers do not contact the online dealer.

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