Mass media has the longest lifespan in automotive and is the most common approach to conquest marketing. It is a helpful way to gain brand awareness with conquest shoppers and it’s not a bad place to spend some of your marketing budget. However, it can quickly absorb a huge portion of your ad budget and become inefficient if you’re not careful. The average cost per local airing in the U.S. is $5,0001. At that price point and with no way to attribute sales to a specific mass media push, it can feel like you are throwing money down the drain. It’s been fascinating to see how many clients who have cut mass media and gone 100% digital have seen huge growth. There is often a balanced approach, but if you have a strong brand, it might be time to re-evaluate your need for mass media.
Also, consumers are spending less time shopping for a vehicle, but the same amount of time online. Meaning, the online experience makes up a larger percentage of their overall shopping experience – making it more important to re-evaluate spending within your marketing mix to follow shoppers into the online/digital space and not necessarily buying local airtime.