|Only two thirds as many car buyers (17 percent) said that they were influenced by TV ads relative to those (26 percent) who said they were affected by online search engine listings. The Cap Gemini study showed that word of mouth, at 71 percent, was the largest self-reported influence. Said the head of Cap Gemini's automotive practice: "We think manufacturers and their dealers are wasting money on broad-based TV advertising instead of a direct-marketing approach." Source: Ad Age|
The Hidden's insight: Why don't the car manufacturers use their CRM - customer relationship management platforms to know which people buy a new car every year or have the intention to get one? Wouldn't be more effective to get a located target and invest on a more direct one2one approach?