Page 15 - MIADA-Q3 220

Add ‘Human Touch’ to

Digital Auto Retailing

Two marketing mistakes: over-communicating
to the wrong automotive consumer and

under-communicating to the right one.

By Brian Epro, Vice President-Automotive, Jornaya

Nearly 80% of American consumers point can even be reaching out to consumers Know when and how frequently a shopper
to speed, knowledgeable help and friendly based on outdated information. visited a certain category of websites and
service as key factors for what makes a how long they spent researching. It is
good dealership customer experience. So, this all means marketers are either over- powerful knowledge.
communicating to the wrong consumer, or
But how can we add the human touch in under-communicating to the right one. In Some other common behaviors to look at
the new digital retailing space? both scenarios, if the timing isn’t right, the throughout the shopping journey include
message is likely less relevant too. the device used (desktop or mobile), IP
We know there are a variety of tools to and location of activity, time of activity
choose from—so many that it can feel Behavioral data provides information above and the number of “events” a consumer
like a waste of time cycling through to and beyond what static data can provide. has along their journey.
find the best. However, building a truly Automotive organizations need to ensure
great customer experience starts with one their marketing and sales communication Data-as-a-service companies are enabling
fundamental input: behavioral data. include behavioral data to add a "human brands to engage with people exactly
touch" in the new digital retailing space. when they are shopping: to understand
Tapping Consumer Preference their behavior and their desires, then
Behavioral data helps marketers understand make the right offer at the right time in
Of course, marketing today revolves consumer preferences so you can: real time.
around data. Marketers are leveraging • Adapt communications strategy to
multiple streams of data to help them both appeal to the current needs. More Meaningful Engagements
determine strategy and execute campaigns. • Create targeted offers to tap into latent
consumer demand. Brian Epro Headshot (002).jpgIdentifying
However, much of the data and insights are • Accurately track the journeys of shifts in consumer preference and
often static, meaning they’re not current to customers who are still buying. behavior can save time and resources,
what their consumers are doing today. They especially in the COVID-19 landscape. As
know what they have in their database on Right Offer, Right Time we adapt to being even more thoughtful
you: age, gender, what you are doing on the in outreach, timing is increasingly
brand’s website, etc. A recent economic impact study found important.
that in-market monitoring and behavioral
Using static data often results in ill-timed insights can significantly impact ROI, In this new normal, it’s table stakes to
outreach, using generalized segments. increase engagement and improve understand the path of the consumer
retention. journey, then send the right message at
It can lead to what looks like batch-and- the right time. This creates meaningful
blast email campaigns, meaning sending Marketers who have a view into behavioral engagements and likely turns prospects
one email to a wide range of consumers, data will have a distinct competitive into customers. n
whether they are in-market or not. They advantage in the marketplace.

MIADA MISSISSIPPI DEALER Q3 2020 | 13