FORT LAUDERDALE, Florida - (November 10, 2009)
- According to a new AutoUSA study (www.autousa.com
), 85 percent of auto dealers surveyed consider Internet marketing their most important marketing activity for New Car Sales followed by TV at 19.8 percent, radio at 13.2 percent, Direct Mail at 12.6 percent, Magazines/Newspaper at 12 percent and Public Relations at 10.2 percent. When asked the same question for Used Car Sales, the results were very close with the Internet leading at 88.6 percent.
For full results: http://budurl.com/rvf3
Further, when asked "which of the following internet marketing activities generates the highest volume of new car online leads?" 52.7 percent chose third-party websites (Edmunds, Kbb.com, etc.), followed by organic search at 47.3 percent, OEM websites at 26.9 percent and Pay Per Click at 12.6 percent. Of those surveyed, 62.2 percent also chose Third-party websites as the best Internet marketing activity for used car online leads, followed by organic search at 40.9 percent, OEM websites at 10.4 percent and Pay Per Click at 7.9 percent.
"With the advent of social media and web 2.0 there is a lot that can be done with online marketing but clearly third party leads still play a very important part in the marketing mix. When it comes to online marketing, it's never been an "either/or" situation. If dealers want to generate a high volume of Internet leads, they need a comprehensive strategy that drives business in the door in as many ways as possible," said Phil DuPree, president of AutoUSA.
The online survey, which was conducted in October, generated 167 responses from dealership employees around the country, including store owners, general managers, BDC managers, marketing managers, Internet managers and sales managers.
The study also asked dealers what they are doing now that Cash for Clunkers has lowered inventory. 61.1 percent of those dealers surveyed responded that they are switching buyers to vehicles that are in stock. 45.5 percent said that they are going to auction and buying used vehicles and 41.3 percent are taking orders on inventory. Only 9.0 percent of survey respondents said they were acquiring vehicles from dealerships going out of business.
* Survey respondents could provide more than one answer.
AutoUSA, Inc., is headquartered in Fort Lauderdale, Florida, and a subsidiary of AutoNation, Inc. (NYSE: AN), the largest retail automotive company in the United States. AutoUSA is an independent third-party provider of leads to thousands of dealerships nationwide. The company has built its success on a combination of advanced web-based technology and a network that includes the country's most well respected online automotive resources, including Edmunds.com, Kelley Blue Book, AOL Autos, MSN Autos, Yahoo! Autos, NADA Analytical Services Group, AutoVantage.com, AutoNation.com and AutoUSA.com. The vast majority of Ward's Top 100 eDealers use AutoUSA. More information is available online at http://www.AutoUSA.com