Automotive marketers endeavor to target the right population for their key marketing communication messages. However, J.D. Power research shows that demographic targeting misses the mark in effectively reaching new-vehicle drivers. Actual purchase behavior, across the various 25 new-vehicle segments and down to the brand and model level, allows for precise and successful targeting. This information allows marketers to reach across media venues and facilitates allocation of advertising dollars more wisely and efficiently.
The semiannual J.D. Power U.S. Automotive Media and Marketing ReportSM provides a comprehensive strategic perspective for targeting new-vehicle drivers through marketing insights and media consumption patterns, including broad-reaching digital and social channels as well as a deep dive into their attitudinal and lifestyle preferences.
Subscription to this study provides access to information necessary in developing buyer targets by examining attitudinal, lifestyle, recreational, and media consumption behaviors of recent new-vehicle drivers.
This unique study also provides insight on how to:
- Further refine segment, brand, and model of a customized competitive set, targeting new-vehicle drivers
- Evaluate specific media channels on their ability to reach target prospects for specific models or segments
- Identify the usage patterns of media venues that help influence new-vehicle purchases
- Depict persona insights by tapping into J.D. Power’s automotive attitudes and auto segmentation data base
J.D. Power’s research solutions enable automotive companies to target those performance activities that have a direct impact on ROI.