Thursday, August 18, 2022
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2 emerging buyer personas that auto marketers should keep an eye on

The past few years in the retail automotive space have been filled with uncertainty for many dealers, but experts are saying that despite this uncertainty, consumers are still searching and buying. Today on Inside Automotive, we’re pleased to welcome back John Lee, Head of Evangelism for Microsoft Advertising, to discuss what today’s consumer looks like and what they’re searching for.

From a marketing perspective, Lee and the Microsoft Advertising team have identified several emerging buyer personas worth taking note of.

  1. The Work-Day Consumer: This consumer, while working at their desk, is effortlessly switching back and forth between work duties and personal duties. This is due largely in part to changing work culture during the COVID-19 pandemic. Microsoft has also seen a boom in desktop usage. Not to say that mobile device usage isn’t growing, but there has been a resurgence in PC. These consumers are not only shopping and researching for everyday items but large purchases as well, like automobiles.
  2. Sustainability Minded Consumer: These consumers are making purchase decisions across the board with a global sustainability mindset. From an automotive perspective, this means electrified vehicles. The data points to an increase in consumer awareness and interest when it comes to electric vehicles. However, there are still barriers to even ownership like price, availability, convenience, and maintenance.

For even more insight from Microsoft’s John Lee, be sure to watch our entire interview above.


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CBT Automotive Network is a multimedia broadcast platform serving automotive professionals. With interviews featuring the biggest names in the industry, daily newscasts following top stories, up-to-date market data, and exclusive articles covering the latest industry trends, CBT is the leading voice of the retail automotive industry.

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