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The Rubber Meets the Road: Full Funnel, Cross-Channel Digital Campaigns are a Reality for Autos

(by Brian Ferrario)

Rocket Fuel today officially launched Auto BoosterSM, a transformative technology platform that boosts the efficiency and effectiveness of brand and direct response campaigns for the automotive industry. Rocket Fuel announced the new technology platform at the J.D. Power and Associates Automotive Internet Roundtable in Las Vegas.

What Auto Booster Does:

Auto Booster helps automotive marketers connect brand advertising efforts with direct response campaigns – so all digital campaigns are jointly optimized to maximize both long-term national brand impact and localized campaign-attributed sales.

Auto Booster optimizes results at every level of the funnel by collecting and analyzing synchronized learnings and data from multiple types of campaigns. No longer do auto marketers have to use proxy metrics such as click-through rate (CTR) to understand the value of branding or consideration efforts.  Auto Booster can optimize digital media – in real-time, as the campaign is running – to deliver the greatest boost in awareness, consideration, purchase intent or any other brand goal. As the only solution of its kind available on the market, Auto Booster provides automotive marketers with increased effectiveness and scale – as well as cost savings.

autoboosterchart

So how well does it work?

For Buick, Auto Booster:

  • Increased consideration lift by more than 4.5x
  • Successfully targeted and conquested competitive brand segments
  • Boosted awareness and consideration the most among target demographic of 25-34 year olds
  • Brought new pool of intenders to the Buick brand (45% of people who responded that they “would consider Buick” had never owned one before)


Gene Cameron, recently vice president, Media/Marketing Solutions at J.D. Power and Associates had this to say about Rocket Fuel:

“Rocket Fuel’s Auto Booster cures the schizophrenia that has been forced on automotive campaigns by current-generation digital media systems. It breaks down the silos and joins brand awareness and consideration with purchase intent in a coordinated way to bring prospects through the purchase funnel, personalized to their attitudes and shopping stage. Rocket Fuel helps consumers get the information they need, enables marketers to build demand, and brings in-market shoppers into dealerships at a lower cost.”

Oct 15, 2011 / Autos, Rtbo