Car dealers have learned now more than ever how to react quickly and stay resilient when faced with challenges. However, reactivity can only get you so far, especially as short-term adjustments are transforming into long-term trends. Today on Inside Automotive, we discuss some of these trends, specifically in the advertising and marketing space, with Bob George, Assistant Vice President of Product Management at Dealer.com.
One of the most important things car dealers will have to consider, is creating a holistic online car buying experience. Rather than relying on retailing or automation tools only, car dealers and salespeople need to be engaged with consumers throughout the entire purchase. In fact, there are over 60 automotive digital retailing platforms available right now, many of which only offer the checkout experience. Where does that leave the shopping experience?
That future also includes first-party data solutions. In order to provide personalized car shopping experiences, it is important to work with a provider that can help you make meaningful sense of your data. Marketing is also undergoing a transformation driven by the protection of consumer data. When done right, digital marketing and advertising, become conversational marketing. It’s not about pushing the same message to consumers time and time again. It’s all about meeting consumers exactly where they are in the car buying process, and creating sequences they can follow to complete every step.
“Market to people not to pixels,” says George. “Because if you think about it, this is the criticality of getting consumers to engage in personalized ways, where they actually tell you who they are.”
Did you enjoy this interview with Bob George? Please share your thoughts, comments, or questions regarding this topic by submitting a letter to the editor here, or connect with us at firstname.lastname@example.org.