It goes without saying that automotive advertising is big business. There are fewer industries that can boast such a heritage of consistently powerful marketing campaigns, designed to inspire strong emotive reactions, impress audiences and encourage the ultimate brand loyalty.

The automotive industry is now the second largest spender online, accounting for 12.9% of the total market. Using search and classified advertising are no-brainers, since the audiences are there as well as a wealth of websites dedicated to car researching, buying and of course, general enthusiasm for the area. We’ve also seen the sector lead the way in terms of truly exceptional creative, which essentially enables you to ‘feel the car’ online, to explore models and perform functional tasks such as booking a test drive.

The internet is a perfect partner for this industry, due to the fact that the medium facilitates every point of the online customer journey and buying cycle, from initial interest right through to the final sale. It’s even great for post-sale customer service, often referred to as ‘ecare’. In addition, the internet offers much more of a level playing field than the dealership or forecourt, for online makes each ‘store’ or showroom essentially the same size. It is up to the marketer to ensure they drive consumers to the right place using the most relevant and effective marketing methods, sometimes even with modest budgets.

This is a digestible guide to the automotive sector online, the perfect companion for anyone requiring a snapshot or overview of activity in the area, or in the midst of an automotive pitch. What are car buyers doing online? Where do they go and what are they in to? How do you design an engaging and usable automotive site? What makes for an effective display campaign online? All these questions will be answered here, alongside some useful links, site reviews and outstanding case studies illustrating how car brands have made the most of what internet marketing has to offer.

• Downloads Available

• IAB Vertical Series: Automotive (4712k)
  This digestible fact book gives you an overview of the online Automotive sector.

To request a published version of this document for yourselves or your clients, please email Amy at the IAB.