Recent Recalls and Turmoil Create Hot Auto Sales Leads, Acxiom Study Shows
27 Mai 2010 - 4:30PM
Business Wire
Uncertainty over numerous automotive recalls has created 2.7
million “fence-sitters” in the U.S. auto market. Automotive
marketers have a rare opportunity to influence this large,
uncommitted consumer group using precise lead targeting methods
based on lifestyle, demographic information and analytical
modeling, according to new research from Acxiom® Corporation
(Nasdaq: ACXM).
The latest Acxiom Auto Consumer Dynamics Study examines lead
intelligence and provides real-world insights into one of today’s
hottest lead segments, what’s most likely to motivate them and how
best to reach them. The study uses Acxiom’s proprietary in-market
timing model to focus on the nearly 3 million fence-sitters
(500,000 of them looking to buy a new vehicle) who exhibit high
propensities for both Toyota and domestic vehicles.
“Marketing budgets are too small and disparities in consumers
are too large for traditional lead generation marketing,” said Jeff
Hood, Acxiom Vice President for the auto industry. “These methods
have proven to be too inefficient on a large scale. The model
examined in this study identifies and pinpoints the prospective
buyers of new and used vehicles who have expressed the intention to
buy within the next 12 months and what motivates them to buy a
specific vehicle.”
A major finding in the survey is that new, highly targeted
measures, such as Acxiom’s lead conversion model (based on
demographic, lifestyle, life-event triggers, garage information,
lead quality and consumer purchase propensity), shows more than
three times the promise of traditional methods in pinpointing those
most likely to buy.
Other key insights from Acxiom’s study include:
- Recent Toyota buyers were
motivated by necessity, lifestyle changes and record incentives.
Recent Ford buyers responded to offers of “tech toys” (such as
Sync, a voice-command technology), better mileage and
incentives.
- Only one of Acxiom’s 10
automotive consumer groups, “Rich and Retired,” represents lead
opportunities for both new and used vehicles.
- Also inclined to buy new
vehicles are consumers in the “Wide Open Spaces” group, who have a
propensity for pickup trucks.
- Those leaning “new” are
attracted by incentives and monthly payments that fit their
budgets; those leaning “used” could go either domestic or
import.
Acxiom’s Automotive Consumer Dynamics is the industry’s first
comprehensive, consumer-centric view of the U.S. automotive market.
Developed from the world’s largest repository of up-to-date U.S.
consumer intelligence (InfoBase-X®) and Acxiom’s leading PersonicX®
life-stage segmentation, Automotive Consumer Dynamics applies
sophisticated modeling and analyses to deliver a power combination
of hindsight, insight and foresight regarding in-market time, brand
propensity and other vehicle segments that span over 95 percent of
all U.S. individuals and households.
For a copy of Acxiom’s latest study, please go to
www.acxiom.com/automotiveconsumerdynamics. For more information on
Acxiom products and services, call 1-888-3ACXIOM or visit
www.acxiom.com.
About Acxiom
Acxiom is a recognized leader in marketing technology and
services that enable marketers to successfully manage audiences,
personalize consumer experiences and create profitable customer
relationships. Our superior industry-focused, consultative approach
combines consumer data and analytics, databases, data integration
and consulting solutions for personalized, multichannel marketing
strategies. Acxiom leverages over 40 years of experience of
data management to deliver high-performance, highly secure,
reliable information management services. Founded in 1969, Acxiom
is headquartered in Little Rock, Arkansas, USA, and serves clients
around the world from locations in the United States, Europe,
Asia-Pacific and the Middle East. For more information about
Acxiom, visit Acxiom.com.
Acxiom, InfoBase-X and PersonicX are registered trademarks of
Acxiom Corporation.
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