Outsell’s Top Digital Marketing Trends for 2017
With 2017 fast approaching, auto dealers are working on their marketing plans for the coming year, and several are completely ditching traditional marketing—such as newspaper and radio ads—and going completely digital, says Valerie Vallancourt, vice president of marketing for Outsell.
Why? Because unlike traditional marketing, digital marketing is relatively cheap, can easily be personalized, works great on mobile devices, and most importantly, it’s completely measurable so dealers know what return they are getting for every dollar spent.
According to Vallancourt, these are the top digital marketing trends auto marketers should be exploring for 2017.
Customer life cycle marketing
This means understanding where a particular customer is in their individual life cycle, and tailoring the message to that specific phase.
Predictive analytics and machine learning
Adoption of these technologies spread rapidly in 2016, and they are expected to be near-ubiquitous by the end of 2017. Think about Netflix, which uses analytics to understand what types of entertainment individual customers like best, and then makes recommendations for other shows they might like.
Dealers are starting to apply this type of technology to the auto-buying process, paying attention to customer behavior and then automatically personalizing subsequent communications to that individual.
This new technology enables auto dealers to understand who’s actively in market for a vehicle, so that salespeople can focus their effort on the people who are most likely to buy. Introduced in 2015, it’s becoming a must-have for dealerships, helping them significantly boost incremental sales.
Cross-channel integration and targeting
This is all about engaging with customers or prospects across every engagement channel and any device, enabling dealers to predict life cycle stage, understand customer preferences, and improve marketing effectiveness.
Many dealers attribute marketing impact results to the “last click,” because attributing results across many marketing touches has been so difficult. New technology is emerging that tackles this vexing issue, enabling marketers to finally understand the true drivers for each sale, so they can invest more in marketing tactics that work, and pull back from those that don’t.
Outsell drives more revenue for auto dealers by transforming how they engage customers and prospects throughout their life cycle. Dealers using Outsell’s proprietary technology are tipped off when customers are most ready to engage, buy, or service. Outsell makes dealers’ lives easier by keeping them in front of customers on a consistent, individualized basis and automating follow up. The Outsell multi-channel customer engagement platform manages millions of interactions every month for dealers representing all major automotive brands.