Meet Amy Fayer Dynamic Logic Research Manager, Custom Solutions October 26, 2009
Posted by markblei in : Staff posts , trackbackAcross my years as a researcher at Dynamic Logic, I can honestly claim that I am continuously learning new things on a daily basis and have always been inspired by those I work with. In my current position on the custom solutions team I have the opportunity to get involved in various client discussions across internal teams and help to design research solutions that fit with clients’ custom research needs. Aside from designing and executing custom research I also enjoy the opportunity to present DL research at public events and conferences. One of the industry conferences I recently attended was a tremendous and positive learning experience for me. I was selected to create and present an automotive best practices deck for an industry conference that a publisher client was sponsoring. I will admit that at first I was very overwhelmed about speaking at the event. This would be a conference where industry experts and thought leaders would be discussing success drivers of online auto marketing among OEMs, dealer associations and retail marketing. In my past experience I had worked on a few ad effectiveness studies for auto brands but did not consider myself to be an expert when it came to the auto vertical. However, I came to understand that the client was looking for a digital expert, not just an auto expert. They needed someone who could shed light on key campaign variables that drive online success for auto marketers.
The conference was organized to provide auto advertisers and agencies with further data and insights to help them make informed business decisions during the difficult economic climate. Dynamic Logic research was crucial to this conference because it helped to support the case that there is a current need in the online auto marketing industry to shift campaign measurement away from only examining behavioral metrics and incorporate attitudinal measurement as well. When creating the presentation, I examined trends in MarketNorms data related to the auto industry and actually learned more about automotive marketing in doing so. Because of the longer and somewhat more complex decision making process involved in purchasing a vehicle, automotive brands present unique challenges to online marketers. Exposure to an online ad is just one part of an extensive information search leading up to a vehicle purchase. However, online automotive ads can have an impact both by raising brand awareness and persuading consumers to consider a particular model. A few important things I learned about online auto advertising effectiveness included:
- In any online auto campaign, in-market status is crucial for impacting brand metrics, particularly purchase consideration.
- Context is important for online automotive advertising; auto ads on auto sites are particularly effective at driving brand opinions and consideration
- Contrary to popular belief, online campaigns for luxury automotive vehicles can have an impact on both awareness and persuasion metrics
- Automotive ads that are co-branded typically under perform on ad awareness and persuasion
Attending the conference also allowed me to learn a great deal about the auto marketing industry through seeing current research that was being conducted on vehicle shopping behaviors by other companies such as J.D. Power and Compete. An example of some research I found to be interesting was a research study conducted by Autotrader.com and Northwood University on the topic of advertising and volume of walk-in traffic at national dealerships. This research aimed to quantify how much walk-in traffic is driven by advertising and within advertising what types of media (online, print, etc.) drove the highest volume of traffic to both franchise and independent dealers. The results of the study indicated that advertising drives more dealer walk-in traffic than friends or family. It also showed that the Internet is the primary media source at driving dealer walk-in traffic among both new and used car shoppers. The differences between media sources were staggering. The Internet drives four times the traffic as newspaper, nearly seven times as much as TV, and thirteen and a half times that of radio.
My initial thoughts were that the conclusions of this research study provided a great complementary piece to the story line that the DL normative data aimed to provide. Online is a great space for auto marketers to be, as most target consumers are actively using the internet to research brands when in-market to purchase a new or used vehicle. However, MarketNorms data reveals that there are certain best practices that online auto marketers should adhere to in order to successfully build consumer attitudes towards the brand. We all know that the digital measurement front is rapidly changing. There is a growing need within the industry to utilize insights on brand metrics (consumer attitudes) coupled with research on in-market shopper behavior trends (consumer behaviors). For online auto marketers, having access to these types of research insights can guide the media planning process and potentially maximize return on marketing investment during difficult economic times.
Outside of working at Dynamic Logic, I fully enjoy spending time with friends and family, reading, antique shopping, running, travelling, dining out in NYC, and attending ballet performances and art exhibits.
Comments»
no comments yet - be the first?