Delivering timely, relevant messages to consumers requires a strategic, forward thinking process, but the long-term results are invaluable. Engaging content can increase the lifetime value of the dealership by creating lifetime customers. Collecting consumer data, and rewarding them with information they are interested in allows dealers to make smarter business decisions for the long run.
This week on Auto Marketing Now, Kristen Judd joined Brian Pasch for part two of the discussion about 3 Birds Marketing.
Automotive marketing can be a daunting and costly task for many dealers, but in reality, it’s all about delivering engaging content in a timely fashion. To provide this, dealerships must collect data on the consumer and find out what would be considered “engaging content” to each unique shopper. The 3 Birds Marketing platform looks at ROI and value differently, providing dealers a new perspective on their customers.
The system splits customers into 5 categories to show dealers what their highest and lowest level customers look like. These precise categories can help dealers make smarter business decisions and allocate funds more efficiently. Dealers can look at a sales view, a service view, or a combined view to better evaluate the future value of the customer. If a customer is likely to return to the dealership for service, and to purchase future vehicles, the initial sale is not as important. In other words, dealerships benefit more from a lifetime of purchases, rather than one purchase with a higher ROI. 3 Birds Marketing enables dealerships to create lifetime value using their multi-channel data sources to deliver relevant messages.
Consumer intent is more important than demographics, therefore, distributing relevant content is vital. The marketing platform sends out content to see what consumers are interested in, and all of the data factors into the predictive model. Collecting data from consumer actions opens the door for a steady stream of relevant communications.
The platform establishes lists and a sequencing of messages, utilizing a combination of content and data, to fuel their predictive models. All content is delivered on a responsive platform to enable engagement from any device.
3 Birds’ Market Effectively platform displays all consumer data in one location. Then, the platform gives dealers something they’ve never had: dealers are empowered with the ability to create customized offers based on individual consumer engagement metrics.
For more information on this intuitive product, visit www.3birdsmarketing.com.
This Week’s Marketing Strategy Session:
Too often, auto dealers overlook the importance of email address collection and all of the lifetime value benefits that come along with it. Make email address collection a priority with unified efforts across your entire team. The trick is not to ask for emails, but instead offer a value proposition that requires an email address such as: “We send out email specials to customers that come in for service, the best email to reach you at is…?” or “I’m going to send you more information about the vehicle you requested, the best email address is….?” Never ask for email without offering a valuable incentive.
This Week’s Email Grab Bag Question:
“Should I create simple emails, or be comprehensive with the information I send in my email?”
Consumers have a short attention span, even when reading information they asked for. Short emails with click action buttons receive the highest levels of engagement. Don’t overwhelm consumers, optimize click engagement so you can start to learn more about the customer’s interests and begin a steady flow of communications.
For more on automotive digital marketing, tune into Auto Marketing Now or check out our custom content creation services!
About the Author
PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.