Insights – “ZigZag” Auto Dealers Customer Journey
As a part of last year’s collaboration with IDC – where we conducted a research study to more closely examine new consumer behaviors vis-à-vis their ever-evolving use of technology – we thought we’d dig a little deeper to see how evolves across a number of business categories and industries, with the goal of helping national advertisers better understand how to their target local audiences in a more granular way. What we found by doing this was a very clear picture about how today’s consumers are “zigzagging” across devices, platforms, and various communications channels throughout their path to purchase.
Today, in the next installment of this series of insights, we’re taking a closer look at the “zigzagging” Auto Dealers Customer Journey (including this little snippet below):
What we know is that the rise of mobile technologies has done away with the once tried-and-true concept of “from point A to point B,” replacing it with a dizzying game of hopscotch that finds consumers endlessly weaving through both the online and offline worlds to manage their daily lives – sometimes without even realizing it. While it’s safe to say that this new path to purchase is unquestionably of the “zigzag” sort, the way it takes shape across a number of categories is not as apples-to-apples as you may think. Today’s example is no exception to that rule.
Be sure to download the infographic and also check out our white paper entitled, “Local Search: Unleashing Opportunities for National Advertisers” to get the full scoop on all of the research findings.
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Categorized in: Research and Insights