새로운 보고서에 따르면, 자동차 구매자들은 쇼핑할 때 두 배나 많은 브랜드를 고려합니다.

가장 먼저 떠오르는 브랜드 인지도가 전체 자동차 구매 의향의 90%를 이끈다 - 자동차 CMO를 위한 중요한 인사이트

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.

• 전체 구매 의향의 90%가 무의식적, 즉 가장 먼저 떠오르는 인지에 의한 것입니다.
• 브랜드 인지도가 높지 않은 자동차 구매자는 인지도가 높은 고객보다 구매 의향이 10배 높습니다.
• 자동차 쇼핑객의 71%는 쇼핑 마지막 날에 리니어 TV에서 본 광고를 기억합니다.
• 소셜 미디어 사용자의 구매 고려도가 비소셜 미디어 사용자보다 25% 더 높습니다.
• 밀레니얼 세대의 자동차 구매 여정에서 구매 고려 사항이 거의 두 배로 증가했습니다.
• 대형 브랜드는 소규모 브랜드에 비해 비보조 브랜드 인지도가 4~5배 높으며, 이는 구매 고려 사항의 3~4배로 이어집니다.

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.