{"id":12938,"date":"2021-07-19T14:21:40","date_gmt":"2021-07-19T14:21:40","guid":{"rendered":"https:\/\/c360.oempre.ext.coxautostaging.com\/blog\/balancing-car-buyer-expectations-and-data-privacy-changes-in-automotive-marketing\/"},"modified":"2026-11-09T08:48:44","modified_gmt":"2026-11-09T08:48:44","slug":"balancing-car-buyer-expectations-and-data-privacy-changes-in-automotive-marketing","status":"publish","type":"resource","link":"https:\/\/www.coxautoinc.com\/advertising\/resources\/balancing-car-buyer-expectations-and-data-privacy-changes-in-automotive-marketing\/","title":{"rendered":"Balancing car buyer expectations and data privacy changes in automotive marketing"},"content":{"rendered":"\n<p class=\"yoast-reading-time__wrapper\"><span class=\"yoast-reading-time__icon\"><\/span><span class=\"yoast-reading-time__descriptive-text\">Estimated reading time:  <\/span><span class=\"yoast-reading-time__reading-time\">4<\/span><span class=\"yoast-reading-time__time-unit\"> minutes<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/www.coxautoinc.com\/advertising\/wp-content\/uploads\/sites\/38\/2023\/02\/Sizzle-Reel-Still1-1024x523-1.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Welcome to the new normal. Digital marketers are at a crossroads where car buyers\u2019&nbsp;digital expectations are meeting&nbsp;data privacy&nbsp;regulations&nbsp;and changes&nbsp;\u2014&nbsp;and you need a road map to navigate&nbsp;this&nbsp;tricky&nbsp;and often technical terrain.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><a href=\"https:\/\/autotrader.hubs.vidyard.com\/watch\/11y5HHjZ1yVqmFatyi9VU2\" target=\"_blank\" rel=\"noreferrer noopener\">In our recent webinar<\/a>,&nbsp;\u201cWelcome to the New Normal,\u201d&nbsp;our panelists&nbsp;of automotive industry marketing experts discussed how&nbsp;OEM (Original Equipment Manufacturers)&nbsp;clients&nbsp;and&nbsp;agency partners&nbsp;can balance&nbsp;car buyer&nbsp;expectations with the&nbsp;data privacy changes taking place in digital marketing.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-car-shoppers-have-changed-since-2020\">How car shoppers&nbsp;have&nbsp;changed since 2020&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s no surprise that as a direct result of the pandemic,&nbsp;shopper motivations&nbsp;and behaviors&nbsp;have&nbsp;shifted dramatically,&nbsp;pushing&nbsp;our industry head-first into the digital future we\u2019d been inching toward for years.&nbsp;Remember,&nbsp;the digital shift&nbsp;was already happening&nbsp;\u2014&nbsp;the pandemic just sped up adoption due to necessity.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Time, convenience, and accessibility are priceless commodities that have risen to imperative status.&nbsp;Our Cox Automotive Car Buyer Journey Study found&nbsp;higher digital engagement proved to build trust, save time and impact loyalty. In fact, new car buyers who are more likely to engage in&nbsp;automotive&nbsp;e-commerce&nbsp;tend to be more brand loyal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The same study also found that the pandemic accelerated positive change in consumer satisfaction through the digital shopping experience. Nearly 3 in 4 new car buyers were satisfied with their car shopping experience, representing the highest satisfaction levels we\u2019ve ever seen<button data-tooltip=\"Cox Automotive Car Buyer Journey Study - Pandemic Edition\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button>&nbsp;So&nbsp;now that car buyers have had a taste of how seamless and on-demand car buying can be, there\u2019s no going back&nbsp;to the pre-pandemic way of purchasing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customers now prefer to shop and purchase a vehicle online.&nbsp;They&nbsp;like, want and expect digital retailing to stay&nbsp;\u2014&nbsp;with two-thirds of shoppers more likely to purchase a vehicle 100% online today than pre-pandemic<button data-tooltip=\"2020 Cox Automotive COVID-19 Digital Shopping Study\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Moving forward, OEM marketing strategies will need to leverage sites like Autotrader and&nbsp;KBB.com&nbsp;for branding actions at the top of the funnel to influence Make Model and Trim&nbsp;to influence&nbsp;the shopping journey. The ability to monitor audience&nbsp;actions through buying signals becomes essential for success.&nbsp;Platforms that can interpret those signals and use predictive technology to anticipate the consumer\u2019s next move will win.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-changing-in-digital-marketing-technology-and-data-privacy\">What\u2019s&nbsp;changing in digital marketing technology&nbsp;and data privacy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">So how do you reach the right customer at the right time&nbsp;with the right message? By tracking digital behavior&nbsp;and&nbsp;buying signals.&nbsp;Tracking and measuring is key to allowing digital&nbsp;marketers to deliver more relevant messages to the right audience.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But while digital&nbsp;retailing&nbsp;and more online activity&nbsp;is on the rise in the&nbsp;automotive&nbsp;industry, consumer concern over personal privacy and data is also on the rise.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<br>As new regulatory laws have been passed, companies have had to adjust. Between browsers like Apple\u2019s Safari, Mozilla\u2019s Firefox and Google\u2019s Chrome&nbsp;ending support for third-party cookies (<a target=\"_blank\" href=\"https:\/\/blog.google\/products\/chrome\/updated-timeline-privacy-sandbox-milestones\/\" rel=\"noreferrer noopener\">Chrome will end support for third-party cookies by 2023<\/a>) and states taking regulations into their own hands, the way marketers can track behavior online is&nbsp;constantly&nbsp;changing.&nbsp;&nbsp;<a target=\"_blank\" href=\"https:\/\/b2b.autotrader.com\/blog\/view\/third-party-cookies-change-automotive-dealer-marketing\/\" rel=\"noreferrer noopener\">This blog post explains at a high-level what browser cookies are and what\u2019s changing.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-win-with-first-party-data\">Win with first-party data&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The good&nbsp;news is that with the crumbling of third-party cookies, leaning into first-party data&nbsp;(the&nbsp;data that you own in your CRMs and other systems)&nbsp;is&nbsp;essential&nbsp;for&nbsp;digital marketing&nbsp;success.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>First-party consented data (like users&nbsp;creating an account and logging in&nbsp;on&nbsp;a website) is the new foundation of audience segmentation and activation. Shifting from third-party (or cookie-based) audiences to consumer-first&nbsp;consented&nbsp;marketing is imperative to adjusting to the privacy-centric ecosystem.&nbsp;&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And your shoppers don\u2019t mind giving you their information either.&nbsp;67% of new car shoppers find personal data collection acceptable if it\u2019s from a website they trust<button data-tooltip=\"2020 Nielsen Content Influence Study Commissioned by Cox Automotive\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button> As a best practice,&nbsp;make sure you are&nbsp;clear and forthcoming&nbsp;about what information you\u2019re collecting and for what purpose.&nbsp;73%&nbsp;of&nbsp;consumers are willing to share even more personal information if brands are completely transparent in its use<button data-tooltip=\"Accenture 2019 Consumer Pulse Survey\" aria-label=\"tooltip\" class=\"global-blocks-tooltip\"><span class=\"global-blocks-tooltip-inner\">.<\/span><\/button><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-team-up-with-high-quality-data-partners\">Team up with high-quality data partners&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to using your own data&nbsp;to build audiences and create digital marketing strategies, you should find meaningful partnerships with high-quality data providers.&nbsp;Look for data partnerships with companies who allow access to their walled garden and \u201cshare\u201d first-party cookie information.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>Cox Automotive has one of the highest-quality walled gardens of data in the automotive industry. We track car shopping behavior down to the hour with the ability to identify \u201cready-to-buy\u201d shoppers who are 15 times more likely to buy than the average person in-market. We\u2019re also able to correctly predict which make the shopper purchases over 91% of the time.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>That\u2019s the power of building meaningful, quality audiences specific to the auto industry.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-future-of-your-digital-marketing-strategy\">The future of your&nbsp;digital&nbsp;marketing strategy&nbsp;&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Your&nbsp;digital&nbsp;marketing strategy is all about using smart first-party data and leveraging quality partnerships to build high-quality audiences. That\u2019s how you reach the right consumer at the right time on the right channel.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if we\u2019ve learned&nbsp;anything&nbsp;over the course of the last 18 months, it\u2019s that empowering the shopper&nbsp;drives success. Shoppers are more satisfied when they can drive more of the shopping activities online.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br>Your marketing content and strategies should empower shoppers to feel confident in their decisions. They want to feel like they\u2019re completely in the driver\u2019s seat of the car-buying process \u2014 and we can help you get there. Visit&nbsp;<a href=\"https:\/\/www-coxautoinc-com-preprod.go-vip.net\/advertising\/\">CAMP 360<\/a>&nbsp;to learn more about how&nbsp;to build your digital marketing strategy with CAMP 360.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to the new normal. Digital marketers are at a crossroads where car buyers\u2019&nbsp;digital expectations are meeting&nbsp;data privacy&nbsp;regulations&nbsp;and changes&nbsp;\u2014&nbsp;and you need a road map to navigate&nbsp;this&nbsp;tricky&nbsp;and often technical terrain. In our recent webinar,&nbsp;\u201cWelcome to the New Normal,\u201d&nbsp;our panelists&nbsp;of automotive industry&hellip;<\/p>\n","protected":false},"author":2590,"featured_media":12801,"template":"","categories":[1],"tags":[],"resource-format":[],"topic":[],"funnel-phase":[],"audience":[],"persona":[],"product":[],"program-series":[],"eligible-for-automation":[],"lifecycle-of-automotive":[],"brand":[],"class_list":["post-12938","resource","type-resource","status-publish","has-post-thumbnail","hentry","category-uncategorized"],"acf":{"show_featured_image":true,"action_item_text":"","related_resources_manual":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Balancing car buyer expectations and data privacy changes in automotive marketing - Advertising<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.coxautoinc.com\/advertising\/resources\/balancing-car-buyer-expectations-and-data-privacy-changes-in-automotive-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Balancing car buyer expectations and data privacy changes in automotive marketing - Advertising\" \/>\n<meta property=\"og:description\" content=\"Welcome to the new normal. 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