In an era of increasingly short attention spans, how do automotive marketers reach and engage with tuned-out consumers? The experience of buying a car has changed dramatically over the last 10 years, but has the message changed? Do automakers understand the customer buying experience and the journey of buying a vehicle and are they thinking more in experiential terms? How do automakers convince reluctant buyers (think: young millennials) that they even want a car? Automotive marketers will gather in Los Angeles at the auto show to ponder these and other questions.
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