The list of reasons why more and more dealerships are shifting marketing dollars to digital is long and well-documented. Channel efficiencies and the ability to evaluate ROI on marketing spend are two major reasons, however, the biggest reason is due to the continued shift in how consumers engage media on a daily basis. Traditional channels like TV, radio and print still have a place in the daily lives of consumers, but from an automotive marketing perspective, they’ve shifted more to supplement digital efforts. Here are some interesting statistics Autotrader found:
• Car buyers spend 59% of their time researching online
• When researching online, 46% of car shoppers use multiple devices
• 78% of online shoppers use third-party websites to conduct automotive research
In addition to adapting to the change in consumer media behavior, auto manufacturers and dealerships are challenged with refreshing CRM data and expanding it to capture a younger demographic.
You’ll be hard pressed to find many that will disagree, but the challenge has never been accepting it, it’s been taking the right steps to maximize how effective it can be.
Using graph technology to connect the dots on your current CRM data and build the right prospect audience segments enables auto manufacturers and dealerships the unique ability to understand their attribute profiles with granular detail, including how and where they engage with media. With AcquireGraph, marketers not only accomplish this, but they also receive the benefit of the graph’s linkage capability which builds the bridge required to execute omni-channel campaigns across email, social and display channels.