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Very interesting, Jerry. Kinda gels with my perception that Autotrader, while a viable automotive venue, is not as close to bottom-funnel shoppers as dealers would like. You can't argue that a whole-lotta people "shop" on Autotrader. Whether it's consumer behavior or AT's set-up (or combo of both) that limit traditionally measurable results, "Shoppers" seem to step away from AT before becoming "buyers;" something "else" gets inserted in the middle there.Does that mean Dealers should step away from AT? More likely, I thing the conversation needs to lean toward bottom-funnel pricing vs. the cost (& premise) of branding.
Very interesting, Jerry. Kinda gels with my perception that Autotrader, while a viable automotive venue, is not as close to bottom-funnel shoppers as dealers would like.
You can't argue that a whole-lotta people "shop" on Autotrader. Whether it's consumer behavior or AT's set-up (or combo of both) that limit traditionally measurable results, "Shoppers" seem to step away from AT before becoming "buyers;" something "else" gets inserted in the middle there.
Does that mean Dealers should step away from AT? More likely, I thing the conversation needs to lean toward bottom-funnel pricing vs. the cost (& premise) of branding.
