Facebook campaigns influence buyers, says comScore survey

Article by Anita Panait, on January 20, 2014

Auto marketing campaigns on Facebook have the ability to influence people to consider the brands or vehicles being pushed while reducing consideration for rival carmakers, a new study by digital analytics company comScore shows. The survey came as car shoppers are spending more time on the Internet seeking their vehicle purchases and less in dealerships.

Kass Dawson, Facebook's head of automotive strategy, highlighted the study during the Automotive News World Congress. According to Dawson, carmakers and dealerships can leverage Facebook to better reach the audiences that matter to them on the social networking site, which boasts of 1.19 billion users. He remarked that marketers can target the exact people who are most likely to respond to their messaging. He noted that there is no “prime time” to reach audiences through digital advertising as prime time all the time.

"It's not just that those people are there, it's the fact we are understanding what it is they're talking about [and] what their interests are [that] ultimately helps us make sure we are putting campaigns in front of the right people so that message is getting across and you're getting your message in front of people that are going to act," remarked Dawson.

The Action Lift study – a Facebook-commissioned research -- showed that brand Web site visits surged 37 percent during the campaigns, with traffic on search engines like Google and Yahoo hiking 11 percent.  On the other hand, visits to brand-affiliated model Webs pages surged 50 percent. In contrast, brand Web searches for rivals dropped 3 percent while searches for specific models fell 14 percent. The Action Lift study looked at five major auto campaigns on Facebook between May and August 2013. [source: automotive news - sub. required]

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