'When someone wants to buy a car and they see an ad on their news feed, they realize that they should probably be completing the task of searching for a new vehicle instead of watching what their friends are doing online,' said JD Rucker.
Los Angeles, CA (PRWEB) July 31, 2014
The perception that social media users will not click away from their favorite social media services may be incorrect. A recent study by Dealer Authority and Cactus Sky Digital shows that sales messages targeting people who have indicated a need to buy a car in the near future will prompt 1.4% of them to click through to a car dealer’s website.
The study, which accumulated data from 30 social media campaigns over the last six months, showed that clicks from social media occurred at higher percentages than general display advertising, retargeting, video pre-roll, and classified website links. The only advertising venue with a higher click-thru rate is pay-per-click search marketing at 2.1%.
“We were aware that people were willing to click away from social media, but we had no idea it would be as high as it really is,” said Subi Ghosh, Vice President of Dealer Authority. “This may be the untapped market, the uncharted territory in digital advertising that dealers are looking for.”
Even though search marketing has a higher click-thru rate, it comes at a price. The average cost per click from search engines to car dealer websites is $4.11. The average cost for clicks from social media sites is $0.58.
“People are used to surfing social media regularly, but they are sensitive to reminders of real life that pop up,” said JD Rucker, Founder of Dealer Authority who headed up the study. “When someone wants to buy a car and they see an ad on their news feed, they realize that they should probably be completing the task of searching for a new vehicle instead of watching what their friends are doing online.”
The results of the study will be officially released at the 2015 NADA Convention shortly after Ghosh presents her NADA workshop. Cactus Sky Digital President Peter Martin will also be presenting at the convention will have copies of the report as well. Those interested in receiving the raw data early can contact Dealer Authority through their website.
About Dealer Authority
Dealer Authority is a full-service automotive Internet marketing agency that focuses on quality instead of quantity. When it comes to search, social, and website marketing, their hands-on approach helps dealers expand their reach to take giant chunks of their market as well as their competitor’s markets. An extreme attention to detail tempered by a constant focus on the changing marketing environment can only be achieved through manual effort and innovative strategy. Dealer Authority thrives on the newest digital marketing technologies to bring cutting-edge strategies directly to their clients as they happen.