30 Mar '16, 7am

Print auto brochures still influential despite digital marketing craze

BMW i8 Even as digital mounts a speedy takeover of the marketplace at various points of the purchase journey, brochures still have a place in the automotive world, according to a Foresight Research Study. A brochure influenced the same proportion of buyers in 2015 as in 2008, and the same percentage preferred to pick one up in person as opposed to finding it online. Understanding the significance of what may seem to be an outdated marketing tool can help brands reach consumers. “New auto buyers are older and tend to be upscale,” said Nancy Walter, vice president business development at Foresight Research . “Both of those groups are significantly more likely to have looked at a brochure in the year before purchasing their vehicle. “In addition, the boomers are influenced by fewer marketing channels then are younger buyers, so brochures are a more important part of the mix f...

Full article: http://www.luxurydaily.com/print-auto-brochures-still-inf...

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