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Matt,


That link is great but the study is paid by Autotrader so the results will always be positive for what Autotarder sells. Is there a study that they have done that doesn't provide good results for their stuff?


Reading the article you also find some things that are not 100% in-line with the reality of the business:


"As a result, AutoTrader.com has used primary research to dispel many advertisers’ limited focus on specific metrics and to examine the halo effect that online advertising has on traditional brand metrics. For example, when our customers advertise on AutoTrader.com or with any other media outlet (traditional or non-traditional), their ultimate goal is to drive people into their dealership."


The ultimate goal of the deaership is to sell cars.


Not attacking Autotrader, as a matter of fact it is fantastic that at least they try to provide info to the dealers about what's going on but is it good to have some checks and balances.


The more important question is:


Autotrader.com just spent an astronomical ammount of money buying Homenet, VINsol, Vauto, KBB, etc. With perhaps the exception of KBB, none of the others are directly related to Autotarder.com creating more leads. Autotrader.com could have spent half of half of the money they used for the purchases in advertising instead and no dealer would be complaining: everyone would be floded with leads.


Why did Autotrader.com diviate from creating more leads--having the money to do so-- in a time when everyone is hurting for business and more leads from a source you already pay for would have been a saving grace in many times and stop the bleeding?