Tailoring advertising efforts to engage customers throughout their discovery process
Last month, thousands of dealers, thought leaders and allied industry members met at the NADA Convention and Expo to get critical industry news and learn best practices for growing their businesses.
Workshops covered a range of topics, including the importance of understanding the multiple influence points shoppers hit throughout their buying experience what many refer to as the consumer journey.
In her NADA workshop, Digital Moments that Matter, Lindsay Shultz of Google reiterated the importance of a strong online presence by highlighting that 90% of car shoppers do research online. Schultz pointed to the ZMOT Automotive study, one of a handful of models discussed at the convention that suggests a strong shift away from the traditional buying funnel.
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