Here's another interesting article I read about auto advertising...
Note to Auto Makers: Aim Higher in the Funnel
So the big boys in the online auto information world are Edmunds.com, Cars.com and KellyBlueBook.com. I have used all three of these sites myself over the years.
However, market research is starting to show that by the time most people wind up going to these sites that they have already decided on a narrow range of what cars they are looking to buy/sell.
Therefore, marketers are suggesting that auto manufacturers like Toyota, Ford, and the like should spend less of their web marketing budget advertising on those three auto information sites.
A recent survey sought to find the online surfing habits of car buyers. It was found that pick-up truck owners tended to visit sites like Nascar.com and home improvement sites. Sports car drivers often visit travel sites. Soccer moms like looking at online game sites. And luxury car drivers often visit itunes.com
Online marketers are therefore suggesting that automakers may want to direct their advertising budgets to these periphreal sites instead of on sites like Edmunds.com, Cars.com, etc.
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