Innovations create a seamless, individualized experience that reaches customers regardless of channel or device
The automotive industry is innovative by its very nature, and in an age of increasingly digital consumer engagement, marketers can learn a lot from the trends and strategies of an industry that, according to Yahoo Finance, is worth nearly 1 trillion dollars.
From driving digital engagement across multiple platforms to connecting the dots of the customer journey for a better in-person experience, keeping an eye on automotive is key to marketing success.
1. Keep digital personal
Digital marketing has been evolving for more than a decade, but it’s the unique combination of digital and personalization that leads to the best results. Treat digital as your opportunity to gain crucial insights on a customer’s preferences and likelihood to convert so that you can provide a hyper-customized online experience.
It’s important to keep in mind how those digital interactions can translate into a positive in-person purchase experience. When customers feel confident in their digital experience with a brand, especially when considering a major purchase (like a vehicle), they’ll be more prepared to take the next steps to purchase in-person.
So, how do you ensure a customer’s digital experience is the best it can be? Tools like engagement scoring can help provide you with a full 360-degree view of customers, along with insights into their current position on the path to purchase.
That journey can generally be broken down into five steps:
Automotive experiences in the digital space often provide very sophisticated on-site interactions that connect with customers on a one-to-one scale based on data collected by data management platforms and other marketing tools. This is the data that was first generated in the awareness stage through digital campaigns, public relations, etc.
Although this is only the beginning of the journey—and automotive marketers treat it as such—many marketers tend to focus their energies only on the awareness and consideration states, such as driving potential customers to a website, but then fail to create a personalized experience once the customer arrives.
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Dealer Marketing Magazine
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.