Targeting a Customer Throughout the Purchasing Journey
The customer journey is a process. The customer starts thinking about a new car and the brand/model they want to associate with…looks, technology, speed, and safety. Their interest moves to intent, and they start researching and comparing models, nameplates, price and features. Finally, at the purchasing stage, a customer requests quotes and pricing, visits dealerships and determines where they are going to purchase. Using sophisticated data, advertisers can target customers, on TV and across screens, during all three of the purchasing stages – brand, intent, and conversion. Hear from AT&T AdWorks’ Andy Barnet about how precise, data-driven advertising is reshaping the automotive advertising industry.