A new report from Borrell Associates says that auto dealers will increase Internet ad spending by 8.6%
The new study references another study from Northwood University for Autotrader.com that credits the web for 54% of walk-in business. However, dealers feel the number is more accurately near 30%.
At any rate, the web is still the leading source for walk-in traffic with newspaper, radio, direct mail and radio ads filling in the other 70%.
The report states that new and used auto dealers will spend an estimated $3 billion in online ad dollars while manufacturers will spend only $1.7 billion. 2010 spending estimates will increase by 8.6% for auto dealers with a quarter of every ad dollar being spent on social media and email.
