Compete Study Finds That Search Drives Dealer Connections for Automotive Manufacturers.Google Delivers More, Higher Quality Referrals BOSTON -- Compete, Inc. today announced findings from its latest automotive study, "Search: Driving Awareness and Consideration." Compete's study found that search is increasingly becoming the most effective referral tool for automotive manufacturers. As automotive companies seek new ways to reach elusive online consumers, search sites such as Google have gone beyond search as a tool for shoppers to simply find what they are looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. . Search is actually driving connections between automotive shoppers and dealers and represents a tremendous opportunity for OEMs in referring more leads to dealers. Compete's research measured the effectiveness of four online media categories: search, portals, third-party sites and other sites in automotive marketing and advertising. Search dominated the number of referrals to original equipment manufacturer (OEM (Original Equipment Manufacturer) The rebranding of equipment and selling it. The term initially referred to the company that made the products (the "original" manufacturer), but eventually became widely used to refer to the organization that buys the products and ) branded sites with more than ten million user sessions A count of how many times all users access a Web site regardless whether the same person came back several times during the measurement period. If a user leaves and returns within a short time, some systems count those sessions as one. Contrast with unique visitors. See also user session. in the second quarter of 2006. Moreover Compete found that search giant Google is just as effective in driving sales leads as online auto channels, delivering 6.8 million referrals to OEM sites in Q2 of 2006, more than any other individual Search Engine, Portal, or Third Party Auto Site. Using search as a tool, branded search terms are most effective in driving leads and connections directly to dealers, with four out of five referrals to OEM sites and a 16 percent increase from Q1 to Q2. The magnitude of this influence highlights the power of branded terms to increasingly drive consumer connections to dealers. Of the top search engines, Google is the undisputed leader in referral volume to OEM branded sites. Google also generated more referrals to "Dealer Locators" than any other search engine, revealing that Google offers automotive companies more than just search. "The business model of automotive marketing and advertising is morphing Transforming one image into another; for example, a car into a tiger. The term comes from metamorphosis. Morphing programs work by marking prominent points, such as tips and corners, of the before and after images. , and Compete's findings enable OEMs and their agencies to better understand the power of search," said Lincoln Merrihew, managing director of Compete's Automotive Practice. "Outperforming all individual third party automotive sites and aggregates, it's clear that Google is much more than just a search engine." "Media accountability Media accountability is a phrase that refers to the general (especially western) belief that mass media has to be accountable in the public’s interest - that is, they are expected to behave in certain ways that contribute to the public good. is top of mind for most marketers, and we have proven that search advertising consistently provides a viable medium for increasing purchase consideration among the competitive automotive vehicle landscape", states Bonita Bonita (Spanish and Portuguese for "beautiful") is the name of:
Other key findings from Compete's study, commissioned by Google, include: * In the second quarter of 2006, search generated 58% more referrals than portals in aggregate, up from 20% in the first quarter * Search also generated 48% more referrals than third-party automotive sites, in aggregate * OEM branded searches accounted for 85 percent of immediate "Locate a Dealer" and 83 percent of immediate "Start Lead Submission" sessions * The gap between Google and the Third Party Auto sites (in aggregate) shrank from Q1 to Q2 About Compete Compete, Inc. extends online market research to transform the way consumers and brands communicate. By combining permission marketing, predictive analytics Predictive analytics encompasses a variety of techniques from statistics and data mining that process current and historical data in order to make “predictions” about future events. and the industry's largest consumer behavior database, Compete helps marketers identify and reach their target consumers. Compete delivers conversant CONVERSANT. One who is in the habit of being in a particular place, is said to be conversant there. Barnes, 162. marketing solutions that increase profitability and customer loyalty and result in measurable and effective marketing programs. Compete delivers these solutions to leading brands such as Carlson Hotels Worldwide, DaimlerChrysler, Hyundai Motor America, Teva Neuroscience neu·ro·sci·ence n. Any of the sciences, such as neuroanatomy and neurobiology, that deal with the nervous system. neuroscience the embryology, anatomy, physiology, biochemistry and pharmacology of the nervous system. and Upromise[R], among others. Compete is headquartered in Boston, Massachusetts “Boston” redirects here. For other uses, see Boston (disambiguation). Boston is the capital and most populous city of Massachusetts.[3] The largest city in New England, Boston is considered the unofficial economic and cultural center of the entire New , with offices throughout the US. For more information, please visit http://www.compete.com. |
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