Integrated Marketing Approach Needed For Car Buyers

New research suggests that advertisers need to have a more integrated marketing approach to new car buyers.

According to research, despite the constant stream of expensive car ads on TV, recommendation from friends, family and colleagues is the real reason people plump for one model over another.

The survey of more than 3,000 people, conducted by G2 Data Dynamics, discovered that ‘word of mouth’ recommendation persuades more people to buy new cars than other marketing channels, and is second only to price as the primary motivator behind a new set of wheels.

The survey suggests that consumers are constantly trying to keep up with the Jones’, particularly within the 65+ age category and in wealthy neighbourhoods. Regionally, Yorkshire and Humberside hold other people’s choice of car in the highest regard.

Younger generations, especially those between the ages of 24 and 34, also put their faith in word of mouth. It is thought that this is down to their acceptance and high usage of social networking sites such as MySpace and Facebook and their tendency to check out recommendation sites to see what others think.

Alan Thorpe, commercial and operations director at G2 Data Dynamics, said: “It is interesting to note that, in spite of the money being poured into advertisement campaigns and product placement, it is still word of mouth that influences consumers when they buy a car.

“The desire to keep up with the Jones’ obviously has a major role to play and marques would be prudent in the current economic climate to investigate ways of creating brand advocates upon which to base their ad campaigns.”