Digital Dealer - August 2019 - 32

M A R K E T ING & ADVERT ISING: Da ta & Anal yt i cs

By Anthony Gjonaj
Regional Manager,
automotiveMastermind

You Keep Talking,
But Are Your
Customers
Listening?
Engage customers with
the right message
before they even know
they're in the market
Today's car shoppers are
driven by digital and mobile
technology, giving them
more choice, more power,
and greater expectations.
Since so much information
is available to consumers
online, when they're ready
to purchase, they want
to spend far less time in
the dealership. They want
intuitive customer service

32

AUGUST 2019

and ongoing support,
but they barely give their
salesperson enough time to
learn their name. So, what
can dealerships do to win
their business? Dealers can
leverage predictive analytics

to use data about potential
buyers to create personalized experiences for when
they walk in the door.
THE INFORMED CAR
BUYER

Customers considering a

IN FACT, 63% OF
CUSTOMERS ARE OPEN
TO SHARING PERSONAL
DATA TO ALLOW FOR
A MORE CUSTOMIZED
EXPERIENCE."

D I G I TA L D E A L E R . C O M

car purchase spend 60% of
their time researching online,
leaving behind valuable
data trails for dealerships.
Leveraging this data allows a
dealership to get a head start
on the customer's buying
journey with access to what
vehicles they search for, how
they filter, and what results
pique their interest.
Taking that one step
further, a predictive analytics strategy helps the sales
team to get a leg up on the
competition by arming them
with critical information about
a customer's vehicle preferences, credit scores, monthly
payments, family size, etc.,
upon first interaction. This
information allows dealers
to provide a personalized
experience to address their
customer's unique preferences.
A data strategy not only
aggregates a dealer's CRM
information and incorporates
big data such as vehicle registrations and social content
but looks at demographic
information for their entire
market. Simply put, a predictive analytics strategy, using
data that's already available
within the dealership and
combining it with outsourced
information, strengthens the
overall customer experience
and increase sales.
It's important to note that
consumers are willing to
share data to improve their
experience. Customers
expect and respond to offers
customized to their needs.
In fact, 63% of customers
are open to sharing personal
data to allow for a more customized experience. So, this
means dealers must evaluate


http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

Table of Contents for the Digital Edition of Digital Dealer - August 2019

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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