Autotrader is updating the cosmetics of their website by giving it a more illustrative aesthetic. The company is promoting the new and improved website with a campaign creative to call out new features on the platform and the Kelley Blue Book integration.
Along with new TV spots, the brand is taking pages out of other popular digital marketing platforms' book outside of the auto industry. One, in particular, being Spotify.
The company is also gearing the new campaign towards Hispanic consumers hoping for a fruitful outcome, as more automakers recognize that the growing demographic has frequently been underserved.
Autotraders' new website focuses more on personalization through offerings like data-driven pricing and product details.
According to a study by Cox Automotive, car buyers report less satisfaction with the price they paid for their vehicles and often don't trust dealerships to give them the best deals.Delivering a more personalizes online shopping experience is one way the marketers at Autotrader are looking to build trust with their consumers.
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