Car Biz Driven to Despair

"Certainly we believe that a higher percentage of the budget will be online and that tier 2 [dealer, association, retail] advertising will, as a straight factor of wholesale, diminish," said Ian Beavis, a former automotive marketer and now evp and executive client services director at Aegis Group's Carat. "Automotive marketers will also be seeking better analytics and research to better understand the market dynamics. There will still be people out there buying cars, and the trick will be to identify them and what triggers them to purchase."

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