SCBA Spolights Kia's About-Face On Net Advertising
August 13, 2014 at 5:19 PM (PT)
SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION Pres. THOM CALLAHAN used his latest blog post to highlight KIA MOTORS decision to cut back on their advertising on third-party websites. In “KIA MOTORS AMERICA Shifts Gears in Radio’s Favor,” he cited a startlingly low return on KIA dealers’ Internet leads from third party websites and the costs to dealers for those leads in terms of money, time lost, and the low quality of the Internet leads.
“Our research reveals only a 7.6% sales conversion rate for KIA MOTORS through MAY 2014 from 266,472 Internet leads purchased by KIA MOTORS and sold to its dealers,” said CALLAHAN. “Clearly, KIA and the auto industry in general needs to look at a better return on leads and Broadcast Radio can certainly improve on this low return very quickly.”
Read the whole thing here.