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Browse our research topics, and learn how to market more effectively with digital advertising.
2008 Automotive eShopper Experience Study
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The 2008 Automotive eShopper Experience Study is the largest and longest research initiative of its kind in the industry with results from dealerships representing thirty OEM brands. The 2008 Automotive eShopper Experience Study is the first comprehensive overview of the shops' results, as well as a ranking of the top five performing OEM brands for 2007 and 2008.
2007 Dealer eBusiness Performance Study: The New Buying Influences
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The Cobalt Group, together with Yahoo! and R. L. Polk & Co. present the 2007 Dealer eBusiness Performance Study, the most comprehensive research initiative in the automotive industry. A sequel to Cobalt's 2005 Industry and Dealership eBusiness Performance Study, this study takes a closer look at car shopping from the consumers' perspective to understand the new buying influences.
Presented by Cobalt, in partnership with Yahoo!, and R. L. Polk & Co.
Dealer Marketing in a Down Economy: The 5 Keys for Success
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The current economy is forcing us all to be more efficient. With fewer consumers shopping you must change you message and market in the most effective way to stretch you dollar furthest. You can view the full webinar presentation given by Cobalt's Ken Pfau for Digital Dealer's Dealer Marketing in a Down Economy Webinar on September 18, 2008 and download the presentation slides below.
Download Presentation Register and view the webinar playback
Converting More Online Shoppers to Sales: Dealix Retail Strategy Brief: July 2008
In a challenging market, dealers need every advantage to maximize each opportunity. There is increasing evidence that all leads should not be handled the same way. More importantly, information is emerging that enables dealers to identify indicators of shopper purchasing expectations. Dealers who best meet those expectations are more likely to convert shoppers into customers.
This Dealix Retail Strategy Brief summarizes key findings from a report produced in May 2008 by R. L. Polk & Co. titled "Consumer Expectations for Internet Lead Marketing." This summary was designed to illuminate key concepts that dealers may find highly beneficial in acquiring more Internet-based shoppers as well as converting those shoppers into customers.
Leveraging recent findings from the R. L. Polk & Co. research study:
"Consumer Expectations or Internet Lead Marketing"
Local Automotive Dealerships: The Role of Interactive Media in the Local Car Shopping Process
First released in July 2007, this study set out to discover how consumers use the Internet and search to shop for a dealership, how a dealer can engage with their customers before they walk on the lot, the impact of social networks on the car shopping process, the impact of quoting price, and the role of brand advocates and how they impact their networks.
Presented by Cobalt and Yahoo!
Marketing Mixology: Mix the perfect media cocktail to drive sales in today's market
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Cobalt and Google offer you practical marketing and media mix recommendations to sell more cars with a lower total marketing budget. With the worst new car sales year expected in a decade, you can't afford to spill your advertising dollars on the floor. The presentation includes how to balance offline and online marketing strategies to accomplish your marketing and advertising goals, use emerging online media to make 1+1=3, and apply practical recipes for success you can implement as soon as you hit your showroom floor.
Maximizing your Media Spend: 5 Strategies that Top-Performing Dealers Use
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Check out the presentation given by Ken Pfau, CPLP, Director of Conversion Services at Cobalt at April's 4th Digital Dealer Conference. Ken, a twenty year veteran of the automotive industry, presented on how the top performing dealers are blending their marketing dollars to insure they are reaching the right customers, positioned for high conversion rates and feeding the leads funnel with enough prospects to hit sales targets. Is your store utilizing the 5 strategies needed for success?
Presented by Cobalt at the Digital Dealer Conference, April 2008
Cobalt's 2005 Industry and Dealership eBusiness Performance Study
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The 2007 Dealer eBusiness Study is a sequel to Cobalt's 2005 Industry and Dealership eBusiness Performance Study. The 2005 study took a closer look at car shopping from the consumers' perspective to understand the new buying influences, including how consumers use search and consumer generated media to pre-shop and select a dealership, the amount of lost opportunity that occurs at the dealership level and the leading reasons why, and best practices of the most successful dealerships at converting online leads into sales.
