Turning your marketing engine back on? Trade in the 1995 model for 2020.

There will never be a better time to re-evaluate your dealership’s marketing strategy than right now. As you’re turning your marketing engine back on and ramping up for 2021, this is your opportunity to rethink your strategy from top to bottom. And it’s never been easier to leave behind strategies that are holdovers from 25 years ago and upgrade to a model designed for 2020 and beyond. So, let’s look at four ways you can rethink your marketing.

Here are four ways you can rethink your marketing to engage today’s consumer:

Turning your marketing engine back on? Trade in the 1995 model for 2020.

There will never be a better time to re-evaluate your dealership’s marketing strategy than right now. As you’re turning your marketing engine back on and ramping up for 2021, this is your opportunity to rethink your strategy from top to bottom. And it’s never been easier to leave behind strategies that are holdovers from 25 years ago and upgrade to a model designed for 2020 and beyond. So, let’s look at four ways you can rethink your marketing.

Here are four ways you can rethink your marketing to engage today’s consumer:

In the world of mass media, we’re not just referring to traditional forms. Media designed to deliver one message to the masses – radio, television, newspaper, display or video – does not help us meet shopper expectations at scale.

To win with consumers, you must run towards 1 to 1 or People Marketing. Instead of thinking about what medium or publisher you should be investing in, start thinking about connecting the right message to an actual person throughout their individual journey. People Marketing leverages personalized data to find and market to an individual through identity, location, and cross-device omni-channel solutions.

Application:
Take an inventory of your marketing spend. Ask yourself how much you are spending on marketing to masses. If you are investing more than 25% of your marketing engaging the many, it is time to start cutting and reallocating to engage actual people!

In the world of mass media, we’re not just referring to traditional forms. Media designed to deliver one message to the masses – radio, television, newspaper, display or video – does not help us meet shopper expectations at scale.

To win with consumers, you must run towards 1 to 1 or People Marketing. Instead of thinking about what medium or publisher you should be investing in, start thinking about connecting the right message to an actual person throughout their individual journey. People Marketing leverages personalized data to find and market to an individual through identity, location, and cross-device omni-channel solutions.

Application:
Take an inventory of your marketing spend. Ask yourself how much you are spending on marketing to masses. If you are investing more than 25% of your marketing engaging the many, it is time to start cutting and reallocating to engage actual people!

Before 2020, data was being generated at exponential rates. At Client Command, we are seeing 61 Billion data updates online — per day. Think about the amount of information being generated by consumers and the power it holds for 1:1 marketing. It is possible to KNOW when someone is shopping for a car, why they are buying it, and the intensity of shopping AND also to act with responsive messaging that matches what consumers want.

It is widely accepted that processing this level of data at scale requires technology – specifically a data management platform (DMP). This is more than your DMS or CRM. A DMP connects dots you only dream of connecting at the dealership level. It provides access to the critical data you need to fuel sales – and without it you lack the fundamental infrastructure to compete in today’s shopper-centric marketplace.

Application:
Get your data into a DMP. If you are not purchasing or building your own, find a partner built to process data at today’s scale.

Before 2020, data was being generated at exponential rates. At Client Command, we are seeing 61 Billion data updates online — per day. Think about the amount of information being generated by consumers and the power it holds for 1:1 marketing. It is possible to KNOW when someone is shopping for a car, why they are buying it, and the intensity of shopping AND also to act with responsive messaging that matches what consumers want.

It is widely accepted that processing this level of data at scale requires technology – specifically a data management platform (DMP). This is more than your DMS or CRM. A DMP connects dots you only dream of connecting at the dealership level. It provides access to the critical data you need to fuel sales – and without it you lack the fundamental infrastructure to compete in today’s shopper-centric marketplace.

Application:
Get your data into a DMP. If you are not purchasing or building your own, find a partner built to process data at today’s scale.

Speed matters in the competition for shoppers. We must be in front of shoppers as soon as they enter the market. Today, that means long before they visit your website or step onto a dealership lot. According to Deloitte, nearly 7 out of 10 car shoppers will be in market less than 90 days.1 Client Command data from this year puts that number at less than 70 days! Meanwhile, most companies are using online shopping data that is 45-90 days old. My question is, are you too comfortable with data that puts you in catch up mode – missing out on more than half of a shopper’s journey?

To get to shoppers first, you must invest in the most advanced shopper identification tools available. At Client Command®, we believe you need to know as much as possible about a shopper – within 24 hours of that person entering the market – and be ready with content that responds to his or her phase, purchase intensity, and interests. Two years ago, 90-day old data was bad. Today it is worthless.

Application:
Evaluate your data and shopper identification tools and vendors, and ask yourself:

1. How quickly do you know when a shopper enters the market?
2. How many potential shoppers are you profiling and following?
3. How robust is your online behavioral data?
4. How old is the data you are purchasing?

Speed matters in the competition for shoppers. We must be in front of shoppers as soon as they enter the market. Today, that means long before they visit your website or step onto a dealership lot. According to Deloitte, nearly 7 out of 10 car shoppers will be in market less than 90 days.1 Client Command data from this year puts that number at less than 70 days! Meanwhile, most companies are using online shopping data that is 45-90 days old. My question is, are you too comfortable with data that puts you in catch up mode – missing out on more than half of a shopper’s journey?

To get to shoppers first, you must invest in the most advanced shopper identification tools available. At Client Command®, we believe you need to know as much as possible about a shopper – within 24 hours of that person entering the market – and be ready with content that responds to his or her phase, purchase intensity, and interests. Two years ago, 90-day old data was bad. Today it is worthless.

Application:
Evaluate your data and shopper identification tools and vendors, and ask yourself:

1. How quickly do you know when a shopper enters the market?
2. How many potential shoppers are you profiling and following?
3. How robust is your online behavioral data?
4. How old is the data you are purchasing?

Personalization is the expectation of consumers. It also has proven benefit to your bottom line. According to McKinsey, personalization can reduce acquisition costs by as much as 50%, increase revenues by 5-15%, and increase the efficiency of marketing spend by 10-30%.2 With that much upside, why aren’t we doing more of it?

The easiest answer is, it is difficult. Personalization means delivering real-time responsive messaging and offers that are contextual to where the shopper is in their journey on their preferred device and in their preferred media. And it is impossible to do for all the shoppers in your market without technology. I am talking about a marketing automation platform. Most marketers have adopted the DMP, but the truth is, you need both. Marketing automation tools take that data and leverage it to personalize messages.

Application:
Prepare to open your budget and start vetting partners now who offer marketing automation platforms ready to harness data to deliver omni-channel solutions.

Personalization is the expectation of consumers. It also has proven benefit to your bottom line. According to McKinsey, personalization can reduce acquisition costs by as much as 50%, increase revenues by 5-15%, and increase the efficiency of marketing spend by 10-30%.2 With that much upside, why aren’t we doing more of it?

The easiest answer is, it is difficult. Personalization means delivering real-time responsive messaging and offers that are contextual to where the shopper is in their journey on their preferred device and in their preferred media. And it is impossible to do for all the shoppers in your market without technology. I am talking about a marketing automation platform. Most marketers have adopted the DMP, but the truth is, you need both. Marketing automation tools take that data and leverage it to personalize messages.

Application:
Prepare to open your budget and start vetting partners now who offer marketing automation platforms ready to harness data to deliver omni-channel solutions.

Customer loyalty has a new currency – personalization. If you look at your own life, you know it is true. You expect companies, no matter what they sell or service, to know what you want and be ready to respond with immediacy. 2020 has helped us in a tremendous way. How? It has shown us we can pivot, quickly. So, let’s take the next step. Better yet, take all four.

– Jonathan Lucenay, Founder & CEO of Client Command

1. 2018 Deloitte Global Automotive Consumer Study
2. Matt Ariker, Jason Heller, Alejandro Diaz, and Jesko Perrey, “How marketers can personalize at scale,” Harvard Business Review, November 23, 2015.

Customer loyalty has a new currency – personalization. If you look at your own life, you know it is true. You expect companies, no matter what they sell or service, to know what you want and be ready to respond with immediacy. 2020 has helped us in a tremendous way. How? It has shown us we can pivot, quickly. So, let’s take the next step. Better yet, take all four.

– Jonathan Lucenay, Founder & CEO of Client Command

1. 2018 Deloitte Global Automotive Consumer Study
2. Matt Ariker, Jason Heller, Alejandro Diaz, and Jesko Perrey, “How marketers can personalize at scale,” Harvard Business Review, November 23, 2015.