We’re back this week with more advertising insights. This week we’re sharing updates of Twitter’s performance on mobile, the benefits of using social media advertising in the auto industry, and why you should pay attention to post-install engagement activities in evaluating ROI.
The growth of social media and mobile device usage means consumers now have the ability to find what they want, when they want it. This gives brands from all industries the opportunity to reach out and attract consumers, before a consumer makes a purchase. According to Crowdtap, automotive brands can benefit from the newly connected customer. In fact, they would almost be at a disadvantage if they don’t provide information and support to their customers via social media. 87% of consumers research potential car purchases on social media before buying (Crowdtap). In addition, 67% of car buyers purchased a car they found on social media.
There are many benefits of pursuing social advertising for brands in the automotive industry. LinkedIn is a wonderful platform to provide information to high net worth individuals with the financial means to buy new cars. In a recent study by Business Intelligence, we see that LinkedIn has a higher percentage of users with a college degree (38%) and more US adults as users than other popular platforms. Twitter is the best place to advertise to consumers based on if they are talking about buying a car or having an interest in certain brands. Finally, Facebook is by far the largest social platform, with over 1.4 billion users as of March 2015, and is the first place consumers go to talk with friends and family about auto brands they like or experiences with auto brands they’ve had. Advertising on social platforms helps you increase brand awareness and purchase intent for auto sales.
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