If the automotive industry can be seen as a bellwether for digital marketing, get ready for some seriously precise targeting that straddles the line between powerfully scientific and creepily intrusive.
During a lively presentation at the J.D. Power Automotive Marketing Roundtable event in Las Vegas, Yong Sung, svp and digital group client director for MediaVest, and Duncan McCall, CEO and co-founder of the mobile data firm PlaceIQ, laid out a current campaign designed to target in-market car buyers, one that tracks people from the moment they begin contemplating making a purchase to the moment they leave their house and head to the dealer.
According to Sung and McCall, auto brands are currently testing using actual vehicle registration data, blended with data from auto researchers like Polk and location data from their personal mobile devices. The pair showed maps tracking groups of car shoppers as they traveled from place to place in their own neighborhoods, and laid out scenarios where they might be able to deliver ads to these folks as they visit physical dealer locations, and different ads as they go across the street to a competitor’s dealership.
“We can remarket to consumers who have been to a car lot,” said Sung. “This is about triangulation … we can do this on a national scale.”
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