At the center of all we’ve discussed is people. People who are increasingly wary of companies tracking them across the web, gathering personal data and using it in a manner they believe benefits business at the expense of their privacy. People who increasingly care about trust and transparency in every purchase, especially big purchases like buying a car. People who are willing to exchange data for a preferred customer experience.
People are not stagnant. Technology is not stagnant. Both are vibrant and ever-changing. What is important for your dealership to recognize is that to win with consumers (and grow your business), you need a data-driven marketing approach – but it must be one that puts consumers first and builds trust for your business.
What should be central to the marketing strategies you implement and the partners you choose, is making sure all parties are thinking like a consumer. With 2020 still in clear view, your dealership likely made significant shifts to do what’s best for the consumer. Whether it was incorporating digital retailing tools for prospective buyers or implementing pick-up services for service repairs, your efforts paid off. Over and over again, we saw customer satisfaction rise and consumers paying more for an experience that prioritized safety.
Similarly, your data and marketing partners should be recommending solutions that are actively working to gather as much data as possible to enable a personalized experience in a way that honors current and anticipates future consumer privacy standards. At Client Command, we have long taken the position that dealers win by doing what’s best for the consumer. Your dealership must power your marketing efforts with data that is intentionally structured to protect consumer privacy.
As important as privacy is, thinking like a consumer does not mean reverting back to delivering irrelevant mass media messages. Yes, consumers are pushing for privacy, while they simultaneously increase the amount of time they spend engaged online, in apps and in streaming services. Consumers still want a relevant experience, especially when they offer their info. This can be submitting lead forms or engaging with a digital retailing widget on your website. It also includes engagement with your marketing that gives your dealership (or marketing partner) the ability to personalize the experience. That’s why the Active Shopper Network® data is built on a diverse foundation – offline AND online data – including identity resolution tech and first-party data. Your partners must be able to thread that needle. It is critical for delivering customer experiences that sell cars and drive gross profit for your dealership.
After all, isn’t that where you need to be spending your time – investing in the people and processes that lead to car sales, a strong service drive and overall profit for your dealership? I think so. It’s also important to stay aware of how market and economic dynamics, shifts in consumer behavior, marketing trends and technology advances can impact your business. But for a story like this one, your best “yes” is to choose partners that empower your dealership with subject matter experts committed to YOUR success. We’re just beginning to see the story of data privacy and big tech play out. We’re here to navigate it with you.