Gartner for Marketers Research

Insight Report May 2, 2019

Auto U.S.: Generating Awareness in the Digital Age

The 100-year-old auto industry is shifting away from traditional advertising practices to better accommodate consumer behavior. Display advertising substitutes as the digital version of TV advertising, allowing brands to communicate their messages to a larger swath of customers. Auto brands, however, continue refining their strategies to optimize spend while mitigating brand safety issues. In addition, few brands have mastered how to effectively integrate traditional forms of advertising into social channels. Brands have opportunities to improve their social marketing strategies, using user-generated content and nascent social features to maximize their content’s reach.

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