Behavioral Targeting on Wheels

Think back to the good old days of car buying, you stepped onto the lot and were bombarded with cheesy lines and had information shoved at you, not necessarily the most truthful information. As the consumers become more technologically savvy, the previous tactics no longer work.

There are two types of categories that people have been placed in for buying a car, consumers who are independent, and those who want to be a part of the fabric of America. Each type has their own needs and wants, and especially how they obtain information about your product. Independents respond to gorilla and viral marketing, while the more traditional are receptive to public opinion. Now with the launch of the Internet several years ago, consumers have access to an unlimited source of information about various products.

By using segmentation, consumers are profiled and put into their respective segment. Once their profile is created, advertisers and marketers can cater to their specific needs. With the car industry, this information will help guide the campaigns into highlighting the right features and benefits.