Google: Influence of Digital Media on Car Purchases
Published on Monday, 16 January 2012 in the category Research & Resources
Google worked with Fiat and econometrics agency Conento to understand the effectiveness marketing spend.
Key findings included:
- Paid Search is the most efficient media for Fiat purchase.
- Paid Search represents 51% of total marketing contribution to Web visits, which are the main marketing driver for dealer visits.
- For Fiat, an increase in display (from 8% to 9%) and paid search (from 0,3% to 5,9%) is recommended.