![]() ![]() In the digital world, this hinders cross-communication about customers and relevant data that could lead to sales, such as responses to advertising, website views, dealership visits, service history and previous buyer information. It’s become obvious that these new marketing tactics won’t be temporary, and they’ll require a whole separate area of expertise that focuses on data.Īutomotive companies are used to working in silos - with marketing, sales, service and financing focused on their own specialties. Instead of following a plodding, three- to five-year rollout plan for digital touchpoints, executives need to shift their gears now, and those who move sooner will do it better in the long-term. The automotive companies that will win are the ones that offer real-time inventory numbers, customization options and nuanced pricing details. In the car-shopping journey, buyers want to see all of the available options and test out the variables for themselves rather than sit in a dealership and hash out the details in face-to-face negotiations. ![]() Buyers are demanding a different approach.Ībout two out of three shoppers are more likely to purchase products completely online today, according to a Cox Automotive report, and they’re looking for a rich content experience. To stay competitive, automotive companies will need to embrace digital marketing tactics, where they can more closely track how ad spend influences buying decisions.Ģ. Beyond that, the true impact of TV ads is hard to track, as more people multitask and check their phones, mute commercials or walk away from the screen during breaks. ![]()
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