Digital Dealer - December 2019 - 32

M A R K E TING & ADVERT ISING: We b site Continued from pg. 31

PERSONALIZED
EXPERIENCE

At UnityWorks, we offer
a new solution called PSX,
or Personalized Shopping
Experience. It consists of
three core pillars to optimize traffic, create a more
efficient vehicle shopping
process for the dealership,
and a comprehensive
omnichannel intelligent
remarketing process to
nurture prospects who are
not ready to buy.
Let's examine each pillar
a little deeper.
PILLAR #1: The Advertising. We use multi-platform
dealer advertising on the
industry's leading media
platforms to serve micro-targeted video campaigns that
drive prospects to PSX. The
content on each platform
is unique and focused on
mobile-first, vertical video
viewing. We create custom
model ads that are conquest or retention based.
We promote the dealer, the
model, the offer, and the experience. We don't expect a
15-second ad to sell the car.
We want to spark an interest that invites the viewer to
enter the PSX experience to
dig deeper and learn more.
PILLAR #2: The Personalized Shopping Experience is a complete and
integrated vehicle shopping
experience that can be
quickly adapted to any
brand or dealership. It is a
marketing tech platform that
provides a robust, personalized shopping assistant
that keeps prospects engaged and makes owners
more likely to return. This
micro-site is visible on the
32

DECEMEBER 2019

dealer site, becoming an
alternative digital storefront for the dealer and the
consumer. Every action
is monitored via a robust
dashboard for appropriate
follow-up action.
PILLAR #3: Omnichannel Intelligent Remarketing. Based on the
customer activities within
PSX, we can proactively
and reactively deliver
follow-up messages to any
prospect that has touched
the website or PSX. This
goes far beyond traditional

prompt a dealer to revamp
their lead management
process and follow up.
It starts with adding a
more consumer-friendly
destination to multi-platform video campaigns
mostly focused on generating new customers. It
promotes the experience
and the vehicle and positions the dealer differently by offering a better
mobile-friendly shopping
experience. This itself is
valuable to the dealer and
the consumer.

IT IS TIME FOR
THE RETAIL WEBSITE
EXPERIENCE TO
GROW BEYOND COLD
INVENTORY LISTINGS
AND SHOUTS FOR
ATTENTION."
retargeting VDP viewers
and includes the use of
Facebook, Instagram,
Messenger, email, and
mobile wallet. This is the
real opportunity to manage
the unmanaged that may
not be ready to purchase
for another 90 days yet
landed on the dealer
website as an initial step in
their purchase journey.
THE PERSONALIZED
SHOPPING EXPERIENCE
VS. DIGITAL RETAILING

Although there is lots of
new industry buzz around
digital retailing tools, the
Personalized Shopping
Experience is much
different. It does not try
to desk a deal online. It is
not going to dictate new
in-dealership processes or

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

PSX then neutralizes
some of the noise and
clutter of the current website midway experience. It
provides a customer-driven approach vs. hard
sell, lead gen tactics. If a
shopper engages, great! If
they leave, we invite them
back. If they saved some
of their activities, they can
come back anytime where
they left off. If they want to
go to inventory now, great!
If not, they can build and
find a similar vehicle on
the lot when ready.
Once the intelligent
remarketing kicks in, we
provide useful and valuable follow up on behalf of
the dealer. Our collective
goal is to do such a great
job on the digital shopping

experience that they will
travel to the specific dealer
when ready.
I believe this new comprehensive PSX process
will help improve the
impact of video campaigns
not only if using UnityWorks, but ultimately any
certified provider trying to
use search, display, email,
social to drive website
traffic.
ACT NOW AND GAIN
MORE SALES

It is time for the retail
website experience to
grow beyond cold inventory listings and shouts
for attention. We need
to provide today's savvy
digital shopper with a
customer-friendly place to
make a buying decision. A
place where video content
is abundant and integrated across the sites to
consistently present each
model and VIN across the
enterprise. A personalized
experience and intelligent
remarketing process that
truly guides the customer.
A connected customer strategy through a
Personalized Shopping
Experience will create
another distinction for the
dealership, overcome the
challenges of today's dealer websites, and convert
more shoppers to buyers.
TIM COPACIA is EVP of
strategic development at
UnityWorks. He is a former
agency CEO and automotive
pioneer in digital marketing,
CRM, customer experience
management and data-driven
video experiences. He has led
multi-million-dollar omnichannel
marketing programs across all
marketing tiers for several major
OEMs.


http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

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

Digital Dealer - December 2019
Online Extras
Four Keys to Build a Better YOU
9 Areas That Build Value in Your Dealership
From Speculating to Selling: Overcoming Sales Challenges with Technology
For Sustainable Profit – Build a Purchasing Department
Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Get a Jump on Making It a Great New Year
Job Management Makes or Breaks Your Bank
Interview with Derek DeBoer of TC Chevy
Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
It’s Time to Move Beyond the Chaotic Dealer Website Experience
The Power of Used Car Marketing
9 Benefits of Doing a Year-End Social Media Audit
Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
A Case for an Efficient 2020 Dealership Advertising Budget
4 Critical Components of Effective Sales Training
Five Tips to Improve the Sales to Service Handoff
Seasons of Opportunities
Digital Dealer - December 2019 - Digital Dealer - December 2019
Digital Dealer - December 2019 - Cover2
Digital Dealer - December 2019 - 1
Digital Dealer - December 2019 - Online Extras
Digital Dealer - December 2019 - 3
Digital Dealer - December 2019 - Four Keys to Build a Better YOU
Digital Dealer - December 2019 - 5
Digital Dealer - December 2019 - 9 Areas That Build Value in Your Dealership
Digital Dealer - December 2019 - 7
Digital Dealer - December 2019 - 8
Digital Dealer - December 2019 - 9
Digital Dealer - December 2019 - From Speculating to Selling: Overcoming Sales Challenges with Technology
Digital Dealer - December 2019 - 11
Digital Dealer - December 2019 - For Sustainable Profit – Build a Purchasing Department
Digital Dealer - December 2019 - 13
Digital Dealer - December 2019 - Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Digital Dealer - December 2019 - 15
Digital Dealer - December 2019 - Get a Jump on Making It a Great New Year
Digital Dealer - December 2019 - 17
Digital Dealer - December 2019 - Job Management Makes or Breaks Your Bank
Digital Dealer - December 2019 - 19
Digital Dealer - December 2019 - Interview with Derek DeBoer of TC Chevy
Digital Dealer - December 2019 - 21
Digital Dealer - December 2019 - 22
Digital Dealer - December 2019 - 23
Digital Dealer - December 2019 - 24
Digital Dealer - December 2019 - 25
Digital Dealer - December 2019 - 26
Digital Dealer - December 2019 - 27
Digital Dealer - December 2019 - Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
Digital Dealer - December 2019 - 29
Digital Dealer - December 2019 - It’s Time to Move Beyond the Chaotic Dealer Website Experience
Digital Dealer - December 2019 - 31
Digital Dealer - December 2019 - 32
Digital Dealer - December 2019 - 33
Digital Dealer - December 2019 - The Power of Used Car Marketing
Digital Dealer - December 2019 - 35
Digital Dealer - December 2019 - 9 Benefits of Doing a Year-End Social Media Audit
Digital Dealer - December 2019 - 37
Digital Dealer - December 2019 - Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
Digital Dealer - December 2019 - 39
Digital Dealer - December 2019 - 40
Digital Dealer - December 2019 - 41
Digital Dealer - December 2019 - A Case for an Efficient 2020 Dealership Advertising Budget
Digital Dealer - December 2019 - 4 Critical Components of Effective Sales Training
Digital Dealer - December 2019 - 44
Digital Dealer - December 2019 - Five Tips to Improve the Sales to Service Handoff
Digital Dealer - December 2019 - 46
Digital Dealer - December 2019 - Seasons of Opportunities
Digital Dealer - December 2019 - 48
Digital Dealer - December 2019 - Cover3
Digital Dealer - December 2019 - Cover4
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