Pembeli Mobil Mempertimbangkan Dua Kali Lebih Banyak Merek Saat Berbelanja, Menurut Laporan Baru

Kesadaran Merek yang Paling Diingat Mendorong 90% dari Semua Niat Pembelian Mobil-Sebuah Wawasan Penting bagi CMO Mobil

New York, NY—Oct. 17, 2018—Nielsen (NYSE: NLSN) released findings today that revealed the dizzying array of choices car buyers confront along their path to purchase. The Nielsen Auto Marketing Report 2018 shows that by the time car shoppers are ready to buy, they have twice as many brands under consideration than when they started their search. Findings from the report also highlight the importance of being top-of-mind with car buyers, which accounts for 90% of a brand’s purchase intent.  

“When it comes to automotive brand building, quality awareness is more important than quantity. Brands need to build salience and relevance with consumers, not awareness for awareness’ sake,” said Damian Garbaccio, EVP at Nielsen. “To account for the nuances in a buyer’s path to purchase, automotive marketers need to employ an omnichannel strategy. This means cohesive messaging that elevates the brand and converts shoppers into buyers. You need the right combination of buyer-based data, technology and measurement capabilities to make this happen, something our recently launched Nielsen Auto Cloud fueled by J.D. Power excels at.”

The report provides deep insight into the car buyer’s path to purchase. It looks at how advertising, demographics and brand market share impact buying behavior. This helps auto brands and their agencies develop more informed strategies that improve marketing effectiveness.

• 90% dari semua niat pembelian disebabkan oleh kesadaran tanpa bantuan - atau kesadaran yang ada di benak Anda
• Pembeli mobil dengan kesadaran merek tanpa bantuan memiliki niat beli 10X lipat lebih besar dibandingkan mereka yang hanya memiliki kesadaran dengan bantuan
• 71% pembeli mobil mengingat iklan yang mereka lihat di TV linear pada hari-hari terakhir berbelanja
• Pertimbangan pembelian untuk pengguna media sosial 25% lebih tinggi daripada non-pengguna media sosial
• Pertimbangan pembelian milenial hampir berlipat ganda selama perjalanan pembelian mobil mereka
• Merek besar memiliki empat hingga lima kali kesadaran merek tanpa bantuan dari merek yang lebih kecil, yang mengarah ke tiga hingga empat kali pertimbangan pembelian

The Nielsen Auto Marketing Report helps auto marketers better understand and act on the key drivers of long-term brand equity, shopper engagement and—most importantly—car sales. It effectively captures the voice of the U.S. car buyer and offers a unique perspective on what impacts buying decisions the most.

This year’s report makes it clear that auto marketers need to build deeper connections with consumers and balance brand building (for top-of-mind awareness) with customer acquisition tactics to encourage purchase decisions late in the buying process. It takes a more media agnostic, customer-first marketing approach to build these connections long before prospects are actively in the market for a new vehicle.

The research is based on quarterly online surveys of over 9,000 people/respondents planning to purchase a vehicle in the next two years. Since 2012, more than 220,000 surveys have been completed.

For additional insights, download the Nielsen Auto Marketing Report 2018.