You’ve heard all the arguments. You’ve probably even joined in at times.
Customer data is too overwhelming. It’s complicated. It’s too confusing, time-consuming and expensive.
If you’ve been a little hesitant to dive headfirst into piles of data, you’re not alone. Many dealership professionals see data as a frenemy — both friend and enemy. It all depends on the perceived level of complication and how that balances with the benefits they’ll gain in shopper insights, increased sales and happier customers. Most dealers know data will help them get to know their customers and better understand their needs but, without a strategy, data seems daunting.
Knowing where a consumer is in the vehicle purchase process is critical when it comes to advertising strategies. Let’s face it — a much different approach is required for effectively communicating and engaging with consumers who are in the market to buy a car in the next five years versus those who are ready to buy within the next five weeks.
Video has always offered automotive advertisers huge opportunities when developing their advertising strategies to engage consumers and ultimately drive business. Today’s marketers have gotten even more sophisticated as viewing has shifted across screens by extending the power of video to various devices — from mobile to laptops and tablets.
And once again, marketers are raising the bar by using video backed by data from high-quality consumer sources to improve their overall marketing efforts and drive more car sales.
In today’s data-rich environment, dealers are more dependent than ever on the timely, cost-effective and secure movement of their data to key partners and vendors.
Dealers have multiple options when choosing how they will work with their vendors on the movement and protection of their data. These options have consequences that are often confusing and may impact the cost and flow of data that is currently moving to trusted partners.