To the Editor:
I want to address a June 17 story suggesting that consumers are more willing to part with personally identifiable information ("Dealers reap more Internet leads").
Based on the data on our site and what we're hearing from consumers, I have to respectfully disagree.
More shoppers are using mobile devices during the purchase process and in ways that differ from activity on a desktop computer. Consumers who access our site from a smartphone are 60 percent less likely than those using a desktop or laptop computer to send an e-mail lead, for example, but they're 107 percent more likely to use the dealer locator feature and 267 percent more likely to access maps and driving directions.
More important, shoppers take dozens -- if not hundreds -- of actions over the course of the buying process, and at each one of those moments, they are building, validating or eliminating options from their consideration sets in ways leads alone can't measure.
Digital platforms have evolved to give dealerships so many opportunities to build their brand and showcase their inventory, and measuring them means connecting the dots across many touch points.
Should our industry really be so focused on a slight increase in a metric that represents such a small fraction of consumer behavior -- and one that is increasingly becoming obsolete at that?
Chief Marketing Officer