{"id":4100,"date":"2019-01-09T10:53:29","date_gmt":"2019-01-09T15:53:29","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=4100"},"modified":"2019-01-09T14:09:37","modified_gmt":"2019-01-09T19:09:37","slug":"what-the-new-purchase-journey-means-for-automotive-marketers","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2019\/what-the-new-purchase-journey-means-for-automotive-marketers\/","title":{"rendered":"What The New Purchase Journey Means For Automotive Marketers"},"content":{"rendered":"

\"car<\/p>\n

Consumers aren\u2019t shopping for cars the way they used to, so automotive manufacturers and dealerships need to adapt their marketing strategies. <\/p>\n

At a recent ACA webinar, \u201cUnderstanding today\u2019s Canadian automotive consumer,\u201d Comscore Canada sales manager Richard Nathans said that while automotive shoppers still predominantly buy cars at dealerships, the internet has flipped the purchase funnel. <\/p>\n

\u201cBefore the internet, there was a fairly long purchase journey,\u201d he said. \u201cIndividuals considered many car models, they visited a dealership and they visited it multiple times prior to making the car purchase.\u201d <\/p>\n

Now, buyers are researching online and typically know what they want before visiting a dealership. \u201c[They] are only considering one to two car models. They\u2019re looking up reviews, stats and prices prior to visiting the dealership\u2026 so time spent shopping has been slashed tremendously.\u201d<\/p>\n

To ensure marketers are talking to automotive consumers in the right places, Nathans shared a number of insights based on Comscore data. Among the key findings are:<\/p>\n