CommentaryJun 23rd, 2021

One Size Does Not Fit All: The Importance of VIN-level Targeting


It’s always exciting when you purchase a one-size-fits-all shirt: it serves many purposes, anyone in your family can sport it, and you don’t have to worry about dieting to fit in it in the future. But while one-size-fits-all is the winning wardrobe choice for some, don’t let it become your marketing motto (especially when it comes to your VIN-level marketing). 

Hyper-targeting your shoppers with VIN-specific vehicles helps you personalize your advertising and create that 1:1 digital experience for consumers. It also allows you to take advantage of your inventory so that you can move cars faster and avoid the dreaded lot rot. 

VIN-level marketing could get tedious and complex, so it’s important that your dealership consider AI-powered solutions to help drive the personalized ads and messages so that you don’t fall into the one-size-fits-all trap of marketing. 

Real-time updates

The main benefit of VIN-level marketing is that you’re able to really advertise every single vehicle to every single buyer, making it easier to make the match between the two. But the ever-changing landscape of your inventory at the dealership means that you must keep your digital showroom (ads/messages) updated in real-time to match the real-life action. If a vehicle was sold, the VIN-specific ad leading to that VDP must be removed immediately so that your dealership isn’t sending traffic (and spending money) to links that no longer exist. The same goes for any pricing or disclaimer update, for example. If anything associated with a vehicle’s incentive, pricing, or disclaimer changes, the ad must be updated to match that to keep the customer experience seamless and frictionless. This is where real-time, synced updates become extremely critical to your VIN-specific marketing strategy. A human can’t possibly make these changes fast enough, so your dealership will want to consider automated, intelligent solutions. 

Automated budget allocation

Automated budget allocation, as opposed to manual, relies on machine learning and AI technology to move budget according to opportunity. For example, instead of pre-deciding which car models, campaigns, or ads will get which budget, the machine takes the total budget and makes nimble moves between campaigns and ads to maximize for leads. This is a critical component when considering VIN-level marketing, as well. Since the goal here is to market specific vehicles to the most-likely buyer, your dealership cannot be limited by preconceived definitions of success. The automated budget allocation can help move more vehicles faster by putting more money and resources into the ads that will bring the most leads. 

Website optimization & consistency 

website traffic increase

We often think of VIN-level targeting as a way to drive traffic to a dealership’s website, but the strategy also encompasses the on-site experience. If a shopper clicks on a VIN-specific ad, it’s expected that they can continue that targeted experience on your website; dealerships should have the infrastructure in place to continue the conversation through mini landing pages and personalized messages that match the content on the ad. Scaling this personalization both on and off site will elevate your VIN-level marketing strategy and bring more leads to your dealership. 

Boost aged inventory 

Within your dealership’s complex VIN-level marketing strategy, there should also be room to “boost” aged inventory to make sure you’re properly advertising the vehicles you want to get rid of, quickly. VIN-specific marketing allows you to show very granular, specific ads to the right buyers at the right time, so it’s critical that you’re investing in a system that has the capacity to favor-- or emphasize-- older inventory when there is a browser likely to buy. This component often includes the automated budget strategy discussed above. Because moving aged inventory is a priority for most dealerships, it’s critical to consider this when looking at VIN-level marketing automation. 

Today’s shoppers are high-maintenance and want to see specific and personalized messaging across the board. While VIN-level marketing gives dealerships an easy way to fill this customer craving, it must be coupled with the right strategy to make it work. Once your dealership masters this, there’s no going back to the one-size-fits-all marketing technique. 

Ilana Shabtay is the VP of Marketing at Fullpath, Automotive’s first customer data and experience platform (CDXP). She is an experienced marketer, highly skilled in digital marketing and artificial intelligence, and the host of the InsideAuto podcast. Having spent almost a decade in the automotive industry, Ilana continues to develop critical skills to drive marketing and serve the dealership community in a new era of technology.

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