{"id":12929,"date":"2021-03-24T17:09:23","date_gmt":"2021-03-24T17:09:23","guid":{"rendered":"https:\/\/c360.oempre.ext.coxautostaging.com\/blog\/navigating-the-accelerated-new-car-shopping-journey\/"},"modified":"2021-03-24T17:09:23","modified_gmt":"2021-03-24T17:09:23","slug":"oem-content-marketing-accelerated-new-car-shopping-journey","status":"publish","type":"resource","link":"https:\/\/www.coxautoinc.com\/advertising\/resources\/oem-content-marketing-accelerated-new-car-shopping-journey\/","title":{"rendered":"Navigating the Accelerated New Car Shopping Journey"},"content":{"rendered":"\n

<\/span>Estimated reading time: <\/span>4<\/span> minutes<\/span><\/p>\n\n\n\n

What a difference a year makes<\/h2>\n\n\n\n
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For 11 years, the annual Car Buyer Journey Study, conducted by Cox Automotive (formally known as Autotrader Group), has analyzed new car buyer survey data to track trends in car shopping behavior over time. While COVID-19 has created widespread hardship in the last year, there is also a small silver lining for the automotive industry. The pandemic accelerated change in shopping efficiencies, making the new car buyer’s journey easier and faster than ever. <\/p>\n\n\n\n

Car Buyer Journey Study reveals significant consumer shifts <\/h2>\n\n\n\n

How the pandemic affected new-car buyer satisfaction<\/h4>\n\n\n\n

Our study results found that nearly 3 in 4 new car buyers were satisfied with their shopping experience. That\u2019s a 12% increase in buyer satisfaction in one year.1<\/sup> <\/p>\n\n\n\n

The role of OEM incentives and special offers from auto dealers in 2020<\/h4>\n\n\n\n

Buyers were more decisive last year because of the attractive deals and pandemic-induced incentives they were offered. Often, buyers searched for these deals on their own. On occasion, these deals found them through OEM advertising or dealers proactively reaching out with special offers. <\/p>\n\n\n\n

So, now what? <\/h2>\n\n\n\n

As consumers are spending less time actively shopping online, how can you ensure that you grab their attention early and offer them concise, relevant information that leads to meaningful consideration? How can Cox Automotive programs, like CAMP 360, help you create those impactful connections?<\/p>\n\n\n\n

Navigating the compressed car shopping journey<\/h2>\n\n\n\n

With these industry changes in mind, Cox Automotive commissioned a 2020 Nielsen Content Influence Study<\/strong><\/a> <\/strong>to uncover content marketing’s influence and effectiveness across the entire car shopping process. The results were clear. Consumers heavily rely on content marketing to act as their “concierge” in the car buying process. Much like vacationers may rely on a travel agent to quickly narrow down hotels, excursions, and experiences to align with the traveler’s interests, content marketing is the new car shopper’s efficient means to make quicker decisions with confidence. The research shows that new car buyers have very positive sentiments toward content marketing:<\/p>\n\n\n\n