L2 released a animated video along with the 2014 Digital IQ Index: Auto. Here are a few highlights:


– Automakers are on track to sell over $16 million this year, which will be their best year since 2007. However, that growth will taper and progressive digital marketing tactics will separate the winners from the losers.


– Three of five prompts for consumers to start research for buying a new car are digital. Half of online shoppers are open to any brand when they begin researching, but almost all have already made up their minds when walking in a dealership. One in six even skip the test drive.


– 73% of time spent shopping for a new vehicle is spent online. A third of consumers do their research on multiple devices, and tablets have recently surpassed mobile as the preferred shopping tool (25% vs. 23%).


– To cater to the multiple device shoppers, a fifth of brands in L2’s Digital IQ Index: Auto have added tablet-customized sites.


-Video discoverability is an issue. Over half of online car shoppers watch 30 minutes of video, and a quarter watch over an hour. Forty percent of auto brand videos do not make it to the top three search results.


– Digital handoff to dealerships could improve as well. Only a third of brands support local dealership networks with digital infrastructure, and only two brands feature zipcode finders in their paid ads.


– The L2 study is seeing cracks in the big three Detroit brands, Chrysler, GM, Ford. Lexus and Volkswagen reached the top ten. Lexus took an always-on digital ad strategy and experimented with improve commercials sourced from social media. Volkswagen had a tablet optimized site, and Index leader Mercedes-Benz has a stellar mobile experience and strong growth across US social media channels.

L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List