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The way consumers want to engage with the automotive market is evolving—in the past, people would visit on average seven dealers to do their shopping and research; now its 1.2. For example, customers want to know all the facts before even walking into a dealership. They want to do all their research up front. Sending messages that are highly personalized  and tailored to the needs of your market will ensure you secure the sale before a prospect even walks through the door.

Experts at the J.D. Power Automotive Marketing Roundtable in Las Vegas discussed some of the things dealerships are doing to keep up with this change. In an AdWeek article recap of the event, panelists Sung and McCall said auto brands are testing with vehicle registration data blended with data from auto researchers like Polk and location data from customer’s personal mobile devices. The brands are using retargeting (a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web) to deliver ads to potential customers as they visit dealerships, changing these ads based on where the person is. Sending offers on the fly like this is a great way to engage the prospect at the exact moment they are interested in buying—and therefore very receptive to the offer.

To make retargeting and other digital strategies work, you need good data. Automotive mailing lists, which can include information such as vehicle registration data, coupled with demographic and lifestyle lists can give you an accurate, and precise, picture of your target audience. This helps you develop ads that will resonate with them at critical decision points in their buying process. That’s how you can create the personalized brand experience your customers want, and set yourself apart from other dealerships.

Ready to shift your automotive marketing into high gear?

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