With millions of consumers turning exclusively online in the recent months, dealerships were forced to acknowledge their aging digital infrastructure. Outdated solutions, like traditional marketing agencies, simply didn’t cut it anymore. And for dealers, relying on intuition, and ‘what worked last month’ quickly became a thing of the past. While many dealerships … [Read more...] about The Pandemic’s Ripple Effect: AI Marketing Tech Trumps Traditional Marketing Agencies
consumer research
Service Waiters: The Overlooked Audience
When I enter a new showroom for the first time, it’s never long before I make my way over to the service waiting area. You can tell a lot about a dealership by their service waiting area, and I get a kick out of most of them. I remember the old school waiting areas that flaunted a circle of plastic chairs around a small television, and a table off to the side with an old … [Read more...] about Service Waiters: The Overlooked Audience
There’s No Such Thing as Giving Too Much Information to Prospective Buyers
As an industry, we’re finally getting it. We’re realizing that when it comes to selling cars, there’s no such thing as too much information. Traditionally, dealers trained salespeople to withhold information from car shoppers because they believed that if they gave that information out, the shopper would go somewhere else. They believed that if they could just get that … [Read more...] about There’s No Such Thing as Giving Too Much Information to Prospective Buyers
Today’s Automotive Data Science: The Future Is Now
There is a lot of discussion going on these days regarding how big data will be a benefit to dealerships, manufacturers, and consumers in the future. Some of these claims include: Auto manufacturers will be able to tell drivers immediately—and remotely—when they forgot to change their oil or have an oxygen sensor malfunction. Drivers will be able respond to an important … [Read more...] about Today’s Automotive Data Science: The Future Is Now
The Zero Moment of Truth in High-Consideration Purchases
Technology is changing the way consumers think about high-consideration purchases, including vehicles. So, what does that mean for automotive marketers? Consumers have never had more information at their fingertips—86% report doing at least some type of research online before making a high-consideration purchase like a vehicle. This means when and how automotive … [Read more...] about The Zero Moment of Truth in High-Consideration Purchases