How Audience Intelligence Brings Mind Blowing Marketing to Every Dealer’s Home Page

Audi­ence intel­li­gence has emerged as the next sig­nif­i­cant trend in dig­i­tal auto­mo­tive mar­ket­ing.

It offers a glimpse into the future of how we, as mar­keters and retail­ers, stand to reach and engage with auto­mo­tive con­sumers on a deep­er and more mean­ing­ful lev­el. This seg­ment of mar­ket­ing uses arti­fi­cial intel­li­gence to ana­lyze large swaths of behav­ioral and con­tex­tu­al sig­nals to present the right offer at the right time to the right per­son.

Today, most auto­mo­tive deal­ers know very lit­tle about users vis­it­ing their web­sites, and the major­i­ty of deal­ers dis­play the same mes­sag­ing to every sin­gle user who vis­its their site.  Deal­ers can only hope and guess that the offers pre­sent­ed on their home-page are rel­e­vant. How­ev­er, with big data, machine learn­ing, and audi­ence man­age­ment, deal­ers will be able to pro­vide a more rel­e­vant user expe­ri­ence.

The best plat­form – and the way the indus­try is head­ed when it comes to tech­nol­o­gy – pin­points spe­cif­ic con­sumer char­ac­ter­is­tics that are influ­en­tial in the car buy­ing process to opti­mize ad spend for deal­ers, and to make car research and buy­ing eas­i­er for con­sumers.

Imag­ine con­cen­trat­ing your ad spend where it mat­ters – on the peo­ple about to pur­chase a car in the next two weeks. Now imag­ine that you know about their cur­rent vehi­cle, the sta­tus of their loan or lease, what deal­er­ship they used in the past, what vehi­cle they will like­ly pur­chase, what fea­tures they want, and what upgrades or ser­vice plans they find valu­able.

Even fur­ther, imag­ine you could cus­tomize your ad mes­sage at scale to these users just as they are mak­ing final prepa­ra­tions to buy. You’ll be in front of them across all of their dig­i­tal activ­i­ties with the right mes­sage at the right time. This pow­er­ful mes­sag­ing enables you to engage with con­sumers when it comes time to pur­chase.

For exam­ple, you may not want to adver­tise aggres­sive­ly to users who are only halfway through their car lease. These con­sumers are out­side an imme­di­ate pur­chase win­dow and are like­ly only research­ing their avail­able car options. OEMs may strate­gi­cal­ly mes­sage these users to pique their inter­est and increase engage­ment, but the core mes­sag­ing to this group should be dras­ti­cal­ly dif­fer­ent when these con­sumers are near­ing the end of their leas­es.

A more sophis­ti­cat­ed exam­ple is using web­site inter­ac­tions to gen­er­ate a cus­tom expe­ri­ence. Sup­pose a poten­tial car buy­er research­es dif­fer­ent sedans at your web­site but isn’t ready to buy yet. Months lat­er, when they are ready to buy, con­sid­er the pos­si­bil­i­ties of adver­tis­ing your lat­est sedans and gen­er­at­ing a cus­tom expe­ri­ence for the user when they revis­it your web­site by dis­play­ing the exact vehi­cles they researched before, in addi­tion to your lat­est mod­els. 

Plat­forms that exist in the near future will tack­le more com­plex sit­u­a­tions and will ingest oth­er sig­nals beyond first par­ty web­site data. They’ll be able to iden­ti­fy the per­fect audi­ence to tar­get and the per­fect mes­sage to use regard­less of whether or not the poten­tial cus­tomer is famil­iar with a spe­cif­ic deal­er or OEM. This is a much more effi­cient path­way to pur­chase and offers expo­nen­tial­ly bet­ter ROI than a mass tar­get cam­paign.

The bot­tom line is sim­ply this: Behind every web­site click is a per­son. Know­ing what that per­son wants and when they want it is crit­i­cal to deliv­er­ing the best adver­tise­ment at the best time – and deliv­er­ing that per­son to the deal­er­ship at the right time. 

This is the very real poten­tial audi­ence intel­li­gence brings. The deal­ers and OEMs that lever­age this data will be poised to sig­nif­i­cant­ly expand sales and mar­ket­ing oppor­tu­ni­ties while cre­at­ing a bet­ter car buy­ing expe­ri­ence for con­sumers in the process.  Imag­ine the pos­si­bil­i­ties!

The Author:
Bil­ly Fer­rio­lo is Exec­u­tive Vice Pres­i­dent, Chief Oper­at­ing Offi­cer of AutoWeb, Inc. AutoWeb offers the auto­mo­tive indus­try a full suite of high-qual­i­ty new and used car leads and adver­tis­ing ser­vices, includ­ing AutoWeb Traf­fic, TextShield, Sale­Move, and Pay­ment Pro. For more infor­ma­tion, vis­it dealer.autobytel.com.

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