 | De acordo com um recente estudo de mercado da Cap Gemini Ernst Young, a publicidade em TV tem pouco impacto nas decisões dos compradores de automóveis: "Only two thirds as many car buyers (17 percent) said that they were said that they were influenced by TV ads relative to those (26 percent) who said they were affected by online search engine listings. The Cap Gemini study showed that word of mouth, at 71 percent, was the largest self-reported influence. Said the head of Cap Gemini's automotive practice: "We think manufacturers and their dealers are wasting money on broad-based TV advertising instead of a direct-marketing approach." Fonte: Ad Age |
O insight do Hidden: Será que os fabricantes de automóveis através das suas palataformas de customer relationship management não saberão quem são as pessoas que compram um carro novo todo o ano? Não seria mais eficiente tê-las como um alvo localizado e preferencial, apostando numa abordagem mais directa e one2one?
No comments:
Post a Comment