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[USER=8479]@Alexander Lau[/USER] - Direct Response marketing in automotive works - very rarely. That is the reason why 'leads' still make up a small portion of sales. The consumer shopping process - the customer journey - is way too complex to attribute a sale to any one source.Dealers may need to start thinking about automobiles as the highly considered, high involvement purchases that they actually are; rather than treating them as impulse purchases (where conversion matters).This is why Google is talking more about Micro-Moments and less about conversion.
[USER=8479]@Alexander Lau[/USER] - Direct Response marketing in automotive works - very rarely. That is the reason why 'leads' still make up a small portion of sales. The consumer shopping process - the customer journey - is way too complex to attribute a sale to any one source.
Dealers may need to start thinking about automobiles as the highly considered, high involvement purchases that they actually are; rather than treating them as impulse purchases (where conversion matters).
This is why Google is talking more about Micro-Moments and less about conversion.
