I was reading a great article about attribution on MarketingLand.com when it struck me, “Why are we so far behind other segments?” We are being beaten by socks. SOCKS!
Socks and cars are as different as can be
Socks are what’s called a low-involvement purchase; limited thought goes into the purchase and there’s very little risk to the consumer. Cars on the other hand, are a big purchase that consumers tend to think about a lot and research extensively. Consumer feel that the purchase of a car carries more risk than a pair of socks and they’re right – automobiles are the biggest depreciating asset most consumers ever buy, unless they’ve bought a home with wheels underneath it or a large boat. Automobiles are the quintessential high-involvement purchase.
But there are some similarities…