Gap identified
Urban couples that show high intent of purchasing a car are going on Google to search for keywords like "best small cars 2021" before being redirected to car review websites including Whatcar.com and Autoexpress.co.uk. These consumers read about the top listed cars on these platforms, then complete their journey viewing car options on Autotrader.co.uk. Finally, 15 days later, these same consumers interact with Santander's website looking for financing options. In addition, Konnecto's market intelligence platform identified that Eco-conscious car consumers are interacting with parkers.com to view specific models of cars. After deciding on the particular model they want, these consumers continue their journey on drivingelectric.com to read more detailed reviews on the car, such as emission data reports. Next, users complete their journey on AutoTrader, seeing the nearest dealership which stocks their desired car. A month later, consumers interact with Natwest's "personal banking" section and check loan options.
Our recommendations
Our platform raised two recommendations for loan providers to increase both brand awareness and user acquisition for this consumer segment:
1. Display Ads: Target these consumers by placing display ads on Drivingelectric.com and Parkers.com to target eco-conscious car drivers at the specific times and days when they are most active to increase brand awareness and disrupt them before interacting with competitors. (Saturday, Sunday and Monday, 17:00-23:00)
2. Behavioural Targeting: Create a custom audience who have common interests in purchasing new cars, specifically smaller cars using unique keywords and URLs from their online activity to disrupt other competitors and increase website traffic.