The rise of one-to-one marketing is changing the way dealerships invest their marketing dollars. Instead of spending the majority of their funds on large, generic campaigns, dealerships are transferring their focus to data analysis and campaign customization. Likewise, instead of focusing on one or two outlets, dealerships are investing multiple channels. To remain competitive, your dealership must prepare for and participate in this dramatic shift in automotive marketing.
Early on, Client Command® responded to the shift and has proven success using one-to-one marketing as the foundation of how we communicate to customers on the dealer’s behalf – in one package – allowing the dealer to consolidate their budget and more easily monitor the results. We know that every customer is unique, and depending on their individual profile, they engage and respond differently.
Because one-to-one marketing creates an individualized experience for each of your consumers, consumers feel more deeply connected to the dealership at all phases of the journey to purchase. This brings your dealership to the top of the customer’s mind, thus increasing the likelihood of conversion, both among new and returning customers.
Notable Changes in Marketing Investment
The shift of dealerships’ focus to one-on-one marketing has sparked a number of important changes within the automotive marketing industry. Some of these changes include:
- Database analysis. One-to-one marketing requires the creation of customized marketing material for each individual customer. In order to create this material, you must be able to collect and analyze in-depth information about each potential client. Thus, more dealerships are now allocating a larger portion of their marketing budgets to data collection, storage and database analysis.
- Multiple channels. Not all consumers will respond equally to the same marketing methods. In order to provide a rich, individualized experience for each consumer, dealerships invest in campaigns that include marketing to various channels such as direct mail, email, social media and more.
- Preference for flexible marketing services. In the past, it was sufficient for dealerships to utilize services or software that created and distributed a single generic message to a group of consumers, such as a large-scale email blast or generalized print ad. However, because of the move toward one-to-one marketing, dealerships now have a greater need for services and software that allow for quick, easy customization.
- Increased investment in digital. While it’s possible to supplement a consumer’s experience with traditional marketing methods, digital marketing services are easier and less expensive to customize. Thus, dealerships pursuing one-to-one marketing strategies are spending a larger portion of their budgets on digital marketing services and software.
As time goes on, the shift toward one-to-one marketing will only intensify. Today’s consumers expect an individualized experience when dealing with any retail establishment, and dealerships that don’t provide this type of experience are likely to suffer a decline in profitability. Thus, in order to build rapport with customers and promote the overall growth of the business, dealerships must begin adapting their strategies to accommodate one-to-one marketing now, with Client Command®.