J.D. Power and Associates has named Acura and Mazda as the 2008 Automotive Online Marketers of the Year. The awards were presented to the respective organizations last week after being announced on October 8 at the J.D. Power Automotive Internet Marketing Roundtable in Las Vegas.

The Online Marketer of the Year award is based on competitive performance metrics drawn from J.D. Power and Associates studies on automotive Internet marketing, including the New Autoshopper.com and Manufacturer Web Site Evaluation studies.

The New Autoshopper.com Study is based on the self-reported shopping habits of 27,901 new-vehicle buyers, and offers insightful and extensive analysis of automotive buyer trends and online consumer behavior. 

The Manufacturer Web Site Evaluation Study measures shopper satisfaction with the usability of automotive manufacturer Web sites.  It is based on a comprehensive survey of more than 11,000 new-vehicle shoppers who indicated they would be in the market for a new vehicle within the next 24 months.

Recipients of the Online Marketer of the Year award were selected based on their demonstrated effectiveness at bringing visitors to the brand’s Web site; converting those site visitors into dealership visitors; achieving superior market share (relative to total) among automotive shoppers who use the Internet in their shopping process; and consumer evaluations on the usefulness of the brand’s Web site while shopping.

“Although Acura and Mazda have each achieved this recognition for the first time, they have long had strong online presences,” said Gene Cameron, vice president of marketing and media solutions at J.D. Power and Associates.

“These awards affirm their accomplishments in online marketing and meeting the needs of new-vehicle shoppers. In particular, Mazda has demonstrated strength in designing its Web site to effectively reach a technologically savvy target market demographic, while Acura has demonstrated skill at bringing appropriate traffic to its site—ultimately resulting in a large proportion of those site visitors actually purchasing Acura vehicles.”

Courtesy: J.D. Power and Associates

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Posted by Naresh Koshti on 12 November, 2008 11:24:24 AM IST #