Facebook plays an important role of influencing people to consider brands and vehicles shown through its marketing campaigns within an ocean of statuses and photos.
Facebook is the biggest social network connecting different people across the world. With its targeted marketing strategy it is now influencing people's decisions on what to buy. According to a new ComScore study, Facebook's automotive marketing campaigns drive people to consider the advertised auto brands and vehicles.
For the new study, commissioned by Facebook, five major automotive campaigns were analyzed between May and August 2013. By comparing these brands with other control groups, the study calculated the amount of impact such Facebook campaigns had on those brands and models by noting site visits and page views.
"As more people shop for cars and conduct research online, marketers using Facebook has never had greater opportunity to influence every stage of the purchase funnel," Kass Dawson, head of automotive strategy at Facebook, said in a press release. "This study shines a spotlight on how Facebook influences mid-funnel behavior and demonstrates that automotive ads on Facebook make your overall campaigns work harder."
The results of the study showed that Facebook automotive campaigns increased the brand site visits by 37 percent and page views by 38 percent. The marketing campaigns that showed new models increased the page views by 46 percent and page visits by 50 percent. The new marketing strategy was found effective in bringing down competitive brand and model searches by 3 percent and 14 percent, respectively.
Facebook partners with major top brands in the U.S. auto industry including Hyundai, Nissan, Volkswagen, Ford, Chrysler, GM, Toyota and Subaru. The new findings can help boost the promotions of new models. The study comes in time as the annual North American International Auto Show starts in Detroit this week. In addition to bringing new futuristic models to the show, car manufacturers can promote them through Facebook ad campaigns.