Why does a well mannered human become inconsiderate, disrespectful and even aggressive once they are behind glass? It happens when we drive – a December survey found 73 per cent of us have experienced verbal abuse on the road in 2020. And now it’s happening on video calls. Sales and marketing teams need to start getting nice again – fast.
The marketing and publishing worlds continue to watch with anticipation and unease as the rules of digital marketing are overturned via the recent Apple iOS changes and the impending cookie crumble. As the demand for greater privacy and transparency regarding access and use of personal data grows, after years of normalising tracking consumer behaviour online via apps and the web, the tide is turning. Consumers are now more informed and able to make the choice as to whether they accept these terms, whether the value exchange for use of their data is worth it, and the resounding answer appears to be no. So where does that leave the world of audience targeting?
The data doesn’t lie: women are feeling confident and empowered when it comes to purchasing cars, but according to the latest research, the automotive marketing industry still has a long way to go to catch up.
Are Media has dug into the data from its inaugural HERpulse Auto survey to reveal that although the majority of women are the key decision-maker when it comes to buying a car for the family, many still feel patronised and unrepresented throughout the marketing and sales cycle.