2012 was a watershed year in automotive digital marketing, as marketing automation systems became more common, enabling users to send a higher volume of more relevant messages to customers and prospects. What will 2013 bring? Which techniques and technologies will still be relevant and which will fade into the background?
Don’t get lost in big data.
Auto manufacturers and dealers are now collecting a lot of data, and it’s easy to get overwhelmed by the volume. They need to keep their eyes on the prize: using that data to convert leads to sales. Often, behavioral data is a good place to start and helps avoid analysis paralysis. For instance, use predictive models to determine which prospects are ready to buy (versus those who are still shopping) based on their email clicks and website visits, and then send an offer designed to get them into the showroom so salespeople can close deals. Behavioral data is a goldmine in terms of determining the right timing and the most relevant offers for a customer segment.
Mobile is the new black.
Automotive brands and dealers need to be where their customers are, and increasingly that’s on mobile devices. Mobile device sales exceeded laptop sales for the first time in 2012. Marketers need to adjust to this new world with websites and emails built using responsive design techniques, which ensure they can be viewed correctly on different sized screens—even small smartphone screens. Also consider chat; while many dealers seem to think chat is on a downward trend, we disagree. Anyone who’s taking the initiative to chat with a dealer is a good lead. The difference today is that customers are more likely to be chatting from a mobile device. Make sure your chat technology can support the mobile channel.
Source:Dealermarketing
Don’t get lost in big data.
Auto manufacturers and dealers are now collecting a lot of data, and it’s easy to get overwhelmed by the volume. They need to keep their eyes on the prize: using that data to convert leads to sales. Often, behavioral data is a good place to start and helps avoid analysis paralysis. For instance, use predictive models to determine which prospects are ready to buy (versus those who are still shopping) based on their email clicks and website visits, and then send an offer designed to get them into the showroom so salespeople can close deals. Behavioral data is a goldmine in terms of determining the right timing and the most relevant offers for a customer segment.
Mobile is the new black.
Automotive brands and dealers need to be where their customers are, and increasingly that’s on mobile devices. Mobile device sales exceeded laptop sales for the first time in 2012. Marketers need to adjust to this new world with websites and emails built using responsive design techniques, which ensure they can be viewed correctly on different sized screens—even small smartphone screens. Also consider chat; while many dealers seem to think chat is on a downward trend, we disagree. Anyone who’s taking the initiative to chat with a dealer is a good lead. The difference today is that customers are more likely to be chatting from a mobile device. Make sure your chat technology can support the mobile channel.
Source:Dealermarketing
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