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Consumer Insights Tag

3 Facts About the Female Car Buyer

Automakers serious about long-term success need to adapt their marketing and customer experience strategies to the values and preferences of female consumers. Are car companies missing an opportunity among female consumers? Recent data suggests they are: according to separate studies by the University of Michigan Transportation Research Institute and the National Automobile Dealers Association, while female drivers now outnumber their male counterparts (105.7 million to 104.3 million), men represent 91% of salespeople at franchised car dealerships. No matter how you want to look at it, that's a serious disconnect - especially...

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Time to Lower the Lifeboats on Sponsored Content?

I want to be clear: this is not a sponsored article. But if it was a sponsored article, would you be bothered? Full stop: does new research on consumer attitudes mean marketers should reconsider sponsored content? A recent study by Contently suggests that you might be. According to the study, sponsored content — the fast-growing format that blurs the line between editorial and advertising — is not consumers' favorite. Not by a long shot. A few notable findings, according to Contently: "Two-thirds of readers have felt deceived upon realizing that an article or video was sponsored by a...

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Automotive Marketing for Millennials: The Opportunity is Social

Auto industry observers are paying close attention to Millennials. Approximately 77 million strong (larger than the Baby Boomer generation), the Millennial generation is key to the long-term success of any automaker. But 18-34 year-olds aren't buying cars as fast as previous generations did. Should automakers be worried? Yes and no. The Sky Is Not Falling Contrary to pronouncements by groups like the U.S. Public Interest Group, which recently declared "the driving boom is over," the sky is not falling. While it's not entirely clear what's behind the shift in purchase behavior, we do know...

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