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]

If you liked the article, share on:

Comments

Recommended

It’s not a bird. It’s not a plane. It’s Kris Singh’s blue carbon flying machine! Time stood still for a few minutes after the extremely rare Pagani Huayra BC Macchina...
by - May 24, 2017
If you’re selling some of the most expensive and most exclusive cars in the world, perhaps it would be a great idea to commission an ultra-rare work from the same...
by - May 24, 2017
Ford Motor Co. now has a new man on the top, and he goes by the name of Jim Hackett. Effective May 22, 2017, Hackett is named the new president...
by - May 24, 2017
Skoda recently launched the new Karoq compact SUV as a replacement model to its now-defunct Yeti small crossover. Slotted below the newly introduced Skoda Kodiaq, the new Karoq features a...
by - May 23, 2017
There are already rumors suggesting that the next generation BMW 5-Series GT is expected to be joining the 6-Series range. The latest reports instead tell us that that 3-Series GT...
by - May 23, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries