Five Reasons OEMs and Agencies Should Partner with CAMP 360

Sep 21, 2021
Tiffany Kudo, Cox Automotive Senior Manager Product Management

Estimated reading time: 6 minutes

The Cox Automotive Marketing Partnership — or CAMP 360 — supports your strategic marketing goals by connecting our audience with your brand, ultimately connecting shoppers and advertisers at impressionable moments throughout the car shopping journey. Harnessing the power of Cox Automotive, CAMP 360 leverages our portfolio of brands, consumer insights, relevant and meaningful content and deep data touchpoints to create a 360-degree view of the automotive customer journey.

We’ve evolved digital marketing to meet the needs of shoppers, delivering a more effective marketing campaign for you. When you partner with CAMP 360 , you gain exclusive access to our data intelligence, high-quality audience, enhanced user experience, brand integration, and strategic insight. These are the five advantages of CAMP 360. Dive deeper into each advantage and learn more about how to get started to level up your marketing.

Data Intelligence

Nobody knows more about car shoppers than Cox Automotive. The size of our brand ecosystem means we have access to data generated by customer interactions at every step of the process from early consideration through sale — and even into service and repair before they head back around to start the process again.

We are uniquely positioned to have a direct view into the car shopping and ownership cycle. We can see shopper activities in real time and at scale, which our data intelligence platform then interprets as buying signals. We analyze those real-time shopper actions to create in-depth, automotive-specific behavioral models that we can track all the way to purchase.

These first-party, proprietary insights along the path to purchase and through ownership enables us to observe car shopper behavior at massive scale. Because we have so much data, and the intelligence layered with that data connects behaviors to gauge intention to purchase, we’re able to identify “readyto-buy” shoppers who are 15 times more likely to buy a new vehicle than the average person. Onsite and offsite, we can reach precisely who you’re looking for.

That’s how unrivaled access to data gives you a clearer picture of your specific shopper.

Audience Quality

A cornerstone of CAMP 360 is connecting our OEM clients with our high-quality audiences through our well-known and trusted brands. Our powerhouse consumer brands, Autotrader and Kelley Blue Book, deliver a client-to-shopper connection rooted in unbiased truth and brand integrity, connecting them with valuable content and easing the friction of the second-largest household purchase for most Americans.

Kelley Blue Book and Autotrader together reach almost 60% of all car buyers and account for more than half of the time car buyers spend on third-party sites.? Each month these platforms see a combined 33M+ unique visits.?

Car shoppers name KBB.com as the best resource for key shopping activities like researching vehicle pricing, researching vehicle brands, comparing makes and models and reading ratings and reviews.?

Autotrader offers superior, personalized car buying experience for shoppers, delivering the highest quality leads in the business, with a close rate 68% higher than the nearest competitor.?

Your marketing content and strategies should enable the shopper to feel more confident in their decisions, and connecting your brand with KBB.com and Autotrader helps create that confidence. New car shoppers overwhelmingly agree that Kelley Blue Book and Autotrader lead in delivering informative, helpful content. When compared with other brands, new car shoppers rank Autotrader and KBB.com as the highest for helping shoppers learn about specific vehicles or brands.?

User Experience

Consumers simply won’t tolerate a cluttered or clunky website experience anymore. Our user experience experts have spent the time examining user expectations and behaviors and combined our vast network of consumer insights with our site experience. The result: modern, clean websites that are easy to navigate and cut through the noise. The user experience includes:

  • More personalized, streamlined shopper experiences that serve content relevant to each shopper
  • Better integration of native advertising to make it easier for a shopper to focus on relevant content that takes them deeper into steps that lead toward purchase
  • An experience that allows OEM clients to differentiate their products and reach new audiences

Personalized and relevant content targets shoppers when they’re most impressionable, which means they’re more receptive to your messaging. Most car shoppers (70%) report that content marketing is useful, which is why we’ve spent the time ensuring that it’s displayed intentionally, surfacing a targeted message when consumers are most likely to engage.?

Your marketing content and strategies should enable the shopper to feel more confident in their decisions, and connecting your brand with KBB.com and Autotrader helps create that confidence. New car shoppers overwhelmingly agree that Kelley Blue Book and Autotrader lead in delivering informative, helpful content. When compared with other brands, new car shoppers rank Autotrader and KBB.com as the highest for helping shoppers learn about specific vehicles or brands.?

And this is the kind of personalization that customers want. 63% of new vehicle shoppers say they’ll provide more information online if it results in a more personalized experience? (and less time at a dealership!)

Case in point: After our strategic refresh of KBB.com in 2021, we found that shoppers are spending 15% more time on KBB.com editorial content compared to other automotive editorial sites. We’re also seeing double-digit improvements to value creation on the site, which is helping us meet client needs.?

 When you partner with CAMP 360, your brand and message will realize the power of personalization.

Brand Integration

 Our brand integration allows you to more seamlessly deliver your message without disrupting the user experience. Almost 60% of new vehicle shoppers believe targeted marketing could lead to finding a vehicle that’s best suited for them, indicating they are open to your message throughout their journey.?

CAMP 360 offers a flexible, customizable suite of brand integration opportunities that match impressionable shoppers with brand messages. Our campaigns reach new car shoppers at all stages of the journey and create a shift in consideration.

Think of brand integration from CAMP 360 like merchandising in a grocery store. Other targeting strategies have your brand waiting by the register, only available for customers who are ready to check out. But CAMP 360 integrates your messaging across our sites. We’re the heat map that knows where customers go throughout their entire shopping journey. We’re the end cap, the cart sign and the shelf talker. And 91% of the time, our buying signals can reliably predict whether your vehicle is in a shopper’s consideration set .? This brand integration is the merchandising strategy that puts you in all the right places to boost consideration.

CAMP 360 campaigns are proven to reach shoppers at all stages of the shopping process, shifting consideration toward your brand. That’s the impact of right-time messaging.

Strategic Insight

We know that the success of your digital campaign depends on more than leads and sales; it’s about garnering valuable and actionable insights about your consumers, your campaigns and your business —and that’s what we deliver.

Our data makes your data smarter and as we learn more, you learn more. Clients enrolled as CAMP 360 partners get access to advanced audience targeting and a robust suite of customer analytics reporting, as well as guaranteed incremental visitor traffic to influential content. Our insights and analytics help you optimize and inform future campaigns.

That’s the advantage of a marketing partnership.

Are you ready to get started with CAMP 360? Learn More  


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Contact your Dealer Success Consultant

CAMP 360 is the future of media buying. Join us in a partnership to redefine success in automotive marketing through helpful engaging content that shoppers are seeking. Interested in learning more?

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