Will the Modern Consumer Buy a Car from You?

Rate Your Current Coverage:

  • Have
  • Need
  • Tell Me More
Inventory Remarketing
Search Engine Optimization
Reputation Management
Display Advertising
Social Media
Website
Mobile
Email Marketing

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

The 90 Day Consumer Journey of "The Modern Family"

Engaged with 8 different dealer websites

Exposed to 329 different dealership ads

Car-shopped online every day of their journey

See what sold them a car

Their Deal-Sealer: Ongoing Exposure

They bought from the dealership that kept the line tight, interacting FIRST and most FREQUENTLY throughout the journey.

Did you know? 95% of online activity takes place on non-automotive sites. When their digital journey takes a detour, retargeting ads help reroute them back to you.

View ad package  Are you covered?

Will this Modern Consumer Buy a Car from You?

Rate Your Current Coverage:

  • Have
  • Need
  • Tell Me More
Inventory Remarketing
Search Engine Optimization
Reputation Management
Display Advertising
Social Media
Website
Mobile
Email Marketing

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

The 36 Day Consumer Journey of "Miss Pop Culture"

8 dealerships shopped

5 models considered

127 vehicle views (total time: 119 minutes, 27 seconds)

Did not submit an email lead

See What Sold Her a Car

Her Deal-Sealer: Time on VIN

She spent 40 minutes viewing the inventory details page for the car she eventually bought.

Did you know? This type of journey is not at all uncommon. The top sales indicators from a dealer website are: VIN page views, hours & directions page views, time spent on VIN and total number of vehicles viewed.

Spotlight Your Inventory  Are you covered?

Will this Modern Consumer Buy a Car from You?

Rate Your Current Coverage:

  • Have
  • Need
  • Tell Me More
Inventory Remarketing
Search Engine Optimization
Reputation Management
Display Advertising
Social Media
Website
Mobile
Email Marketing

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

The 45 Day Consumer Journey of "Mr. Big Wheels"

Shopped 1 brand

Shopped 2 models

Shopped 20 dealerships in a single day

Consistently shopped brand and dealer website in the same day

See What Sold Him a Car

His Deal-Sealer: Brand Alignment + "Why Me" Messaging

Brand alignment got this dealer into the consideration set, but their great competitive message helped them win the sale (over 19 competitors!)

Did you know? 75% of car shoppers visit OEM sites, and most of those shoppers visit the manufacturer site and the dealer site within the same thirty minutes.

View Brand-Aligned Websites  Are you covered?

Will this Modern Consumer Buy a Car from You?

Rate Your Current Coverage:

  • Have
  • Need
  • Tell Me More
Inventory Remarketing
Search Engine Optimization
Reputation Management
Display Advertising
Social Media
Website
Mobile
Email Marketing

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

Thanks!

Your Personal Consumer Journey Consultant will be in touch about your coverage.

Seven of the top 8 car-buying research activities occur online."

- Google ZMOT Video

The Cobalt Business Intelligence Warehouse Captures:
  • 1,300,000 leads each day
  • 5,000,000 website visits every week
  • 1,000,000,000 per month
  • 500,000,000 inventory searches in a year

Connect the Mobile Website Dots

Did You Know?

1 in 5 mobile visitors show intent to convert (ie.-clicking to call, getting turn-by-turn directions)

Source: Cobalt Business Intelligence

Explore Further

Connect the Email Marketing Dots

Did You Know?

"Email marketing has an average return on investment of $43.52 for every dollar spent."

Source: Direct Marketers Association

Explore Further

Connect the Brand Website Dots

Did You Know?

75% of car shoppers who visit the OEM site and the dealer site do so within the same 30 minutes.

Source: Cobalt Business Intelligence

Explore Further

Connect the Display Advertising Dots

Did You Know?

"We've always been astounded by the raw ROI from services and parts advertising."

— Max Steckler, Cobalt VP of Digital Advertising

Explore Further

Connect the TV Advertising Dots

Did You Know?

"Every Super Bowl ad spot from a manufacturer is followed within seconds by spikes in dealership website activity: visits and inventory activity that is 10–20 times normal levels."

Explore Further

Connect the Dealer Website Dots

Did You Know?

The top sales indicators from your dealer website are: Hours & Directions page views, VIN views, time spent on page, and total number of vehicles viewed.

Source: Cobalt Business Intelligence

Explore Further

Connect the Direct Mail Dots

Did You Know?

"Households receiving print catalogues shop online more often than those who do not."

Source: Comscore

Rate Yourself

Connect the Reputation Management Dots

Did You Know?

A jump from a 2 to 4 star rating results in a 64% lift in dealer website traffic.

Source: Cobalt Business Intelligence

Explore Further

Connect the Social Media Dots

Did You Know?

"Social media is NOT a direct response tool. You build trust and relationships by talking about who you are as a brand."

— Matt Muilenburg, Cobalt VP of Social Media

Explore Further

Connect the Radio Advertising Dots

Did You Know?

"Every Super Bowl ad spot from a manufacturer is followed within seconds by spikes in dealership website activity: visits and inventory activity that is 10-20 times normal levels."

Explore Further

>

Don't lose the sale–stay present throughout the entire journey.

Because shopping behavior has changed, it's more important than ever to keep your brand in front of the consumer throughout the entire purchase journey. Cobalt's interconnected solutions streamline the consumers' path to your dealership – by maximizing your exposure, minimizing distractions and deterring them from detours.

Cobalt possesses an intimate understanding of the modern consumer purchase journey; we have unique insights into shopper behavior because of our investment in business intelligence—the largest data warehouse in the industry. This insight is not only the foundation of all of our interconnected solutions; it's an untouchable advantage for our clients.

The Cobalt Business Intelligence team collects activities, not identities. No personally identifiable information was collected in this automotive buying behavior study.