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German car market target ads by phases of the buying lifecycle.
Advertising, marketing the largest Internet car market in Germany, today introduced an innovation in users of online advertising can now specifically target the different phases of the purchase process phase of purchase targeting.
Purchase Phase Targeting has been achieved by the platform for the digital marketing target group A recent study more about this subject revealed useful information for planning targeted successful campaign.
In collaboration with the market research institute conducted a representative survey to better understand the user behavior during the three main phases of purchase when buying a car The survey was conducted between March and April 2013 and involved 2200 potential buyers of cars.
Branding campaigns guidance phases and consideration are the most likely to succeed.
About 12 of those planning to buy a car are in the orientation phase This target group is just at the beginning of the purchase process and doesn even know what car to choose those users trying to get an overview of the market , existing brands and models and are receptive to advertising messages 30 find useful ads and say they make them very often aware of interesting products.
Two thirds of participants 66 have already had more specific ideas about their new car and are at the stage of comparing different models and prices they have not done so, a firm decision and can be added to the reflection phase A fifth of people in this phase that the advertising has made an interesting product to their attention.
About 22 are in the decision phase This user group has already decided on their key purchase criteria and are relatively close to buying a car.
Searching for information on a smartphone is widespread in all procurement phases.
Looking at the use of media in all phases of the car buying process, it is clear that the channel most used Internet media is 75-85 participants said they use the Internet for research their options before buying a car, there is also another trend research conducted via a smartphone is becoming more popular and remains at a constant level of about 30 throughout the process with mobile advertising, potential buyers are accessible at any time, any place the results of the survey show the growing importance of mobile advertising in the marketing mix.
It is still possible to influence the final decision in the decision phase.
A look at the making on brand users looking to buy in the early and late phases of purchase shows that the majority of participants 72 considering 3 or more marks in the orientation phase In this phase, manufacturers and specialists marketing should target these users with strong brand campaign to enter relevant set of the user, so that these products are shortlisted for selection early on in the first phase, only 8 know exactly what they want and say they have already chosen a brand later in the decision phase, this number increases to 45.
Relevant set of users is very unstable at the beginning of the purchase process and can be easily influenced as the shopping process continues, it is becoming more fixed, but it is still possible to cause changes, even during the final phase of nearly 55 clients are not yet fully decided, even just before they buy and are still considering at least two brands This is a great time for advertisers to offer them deals such as financing offers or test drives to get noticed and bring the customer closer to their final decision.
Gert-Jan van Wijk, head of sales advertising department, purchasing stage Targeting is a big step forward in online advertising and our advertising customers the same time, the survey highlights the relevance of advertising online and mobile during the process of purchase decision now, we can not only target users with custom targeting based on their preferences of brand or price, but we know what phase of their research, they are and what have the information they need This means that advertisers can use to anchor their campaigns in the relevant set of the user.
CEO Stephan Noller purchase phase is greater targeting proof of what is possible with the 2013 target.
With 1 4 million vehicles and 7 6 million unique users per month AGOF Internet Facts 2013-04, is one of the largest Internet car market in Germany and offers an optimal advertising environment for manufacturers, banks and insurance companies as well as new car dealers and used for their campaign needs advertisers can reach a large target group of car enthusiasts that can be achieved by various targeting options.
International campaigns can also be booked in the markets of Internet vehicles and on mobile devices.
German car market target ads by phases in the lifecycle of digital intelligence daily purchase, German market targets.