AutoTrader Kicks Off Summit Series for OEM Marketers

How do consumers approach the car shopping process? That key information is the focus of the fourth annual Interactive Advertising Summit series by AutoTrader.com.
The series kicks off today at the Terranea Resort in Rancho Palos Verdes, just outside of Los Angeles. Two additional summits are scheduled for other cities in September.
The theme of this year’s summit series is “Do You Know Today's Customer? Understanding the Consumer Decision Journey.” The events will offer attendees insights on how consumers approach the car shopping and buying process, AutoTrader officials said, to help them more effectively reach and influence shoppers.
“As an industry we can all be more effective in our efforts to market brands, and we believe that peeling back the layers of the complex automotive consumer decision journey and extracting insights from data will help our OEM marketing partners do just that,” said Matt McKenna, senior vice president of national accounts at AutoTrader.com.
“Marketing strategies and tactics that result from a deeper understanding of consumer behavior will enable brands to more effectively, and ultimately more efficiently, reach and influence shoppers throughout their decision journeys,” he said.
Designed specifically for OEM marketers, OEM advertising agency representatives, and OEM media planning and buying agencies, the agenda for each summit series event is tailored to the needs of the local market, the company said.
However, the overarching theme will focus on how consumers’ car-buying approaches impact marketing.
Keynote address at each event will be offered by Sunil Gupta, Edward W. Carter Professor of Business Administration and head of the Marketing Department at Harvard Business School.
On Sept. 12, a Detroit summit will be held at Tiger Club at Comerica Park. On Sept. 18, the New York event will take place at the New York Marriott Marquis.
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