Recently, at the 2023 Digital Dealer conference in Las Vegas, CBT News anchor Jim Fitzpatrick spoke with Aaron Sheeks, the Chief Executive Officer for PureCars. The pair explored the nuances of data-driven strategies in automotive marketing on the CBT stage, including how effective data utilization optimizes advertising as well as addresses the current challenges and concerns surrounding the adoption of EVs.
1. Over the last ten years, understanding and using data has become more important, helping car dealers improve their advertising efforts and better meet customer needs. PureCars focuses on understanding potential car buyers on a personal level. By learning more about their habits and what they’re looking for in a vehicle, dealers can now connect with them in a more genuine way.
2. Historically, it’s been difficult for dealers to know which ads were working and which weren’t. Companies like PureCars aim to change that. Their tools help dealers ensure the right people see their ads without spending unnecessarily. This is especially important as dealers grapple with rising costs in other areas.
3. Electric vehicles (EVs) are becoming more common; however, they have their own challenges. While dealers in places like California and Florida are eagerly stocking EVs, others are more cautious. Sheeks recognized this concern, noting that EVs might not sell as quickly everywhere. He stressed the need for different marketing strategies based on location. An EV advertisement in Houston might need a different touch than one in Iowa City. The main idea is to understand local needs and preferences.
"Data to me is about people and about how we can influence revenue in our partnerships, with our dealer services, with those people." — Aaron Sheeks