Digital Dealer - December 2019 - 38
M A R K E T ING & ADVERT ISING: Cu sto m e r Experi ence
By Tom Laymac
Global Director of
Digital Marketing,
Fiat-Chrysler Automobiles
Auto Brands and
Dealers Need to
Move Toward
a 'Tierless'
Marketing
Tom Laymac, global director of digital marketing at Fiat-Chrysler
Automobiles, explains how "tierless" marketing led to a more
seamless customer experience and increased digital sales.
Approaching marketing
problems with a myopic
"silo" mentality is one of the
biggest limitations in the
industry today. This is
particularly true with the
automotive behemoths,
where the brand, regional,
and dealer segments -
known as "tiers" - behave
as autonomous entities,
each responsible for their
own successes and failures.
Auto shoppers do not differentiate between messages coming from the dealer
and the manufacturer. Consumers - whether they are
still in the research phase
or ready to buy - want to
have their questions answered with as little friction
and confusion as possible.
This is where "tierless"
marketing comes in. By
removing silos and consolidating data, auto manufacturers and dealers can see
these consumers through
the same lens, aligning
and even reinforcing the
response back to the consumer, thereby permitting
a more seamless customer
experience regardless of
where that customer is in
their purchase journey.
But if you work in the
auto industry or another
industry that has traditionally relied on a tiered
approach to marketing,
there are some things to
consider if you're looking to
go "tierless."
ALIGN KPIS TO DRIVE
TOWARD ONE COMMON
GOAL
When teams work in a
vacuum, it creates gaps in
our understanding of the
entire customer journey,
often into an incomplete
or incorrect answer to
the customer's question.
Brands need to integrate
their business teams and
goals so they can project
a cohesive image, simplifying the path for their
customers.
Until recently, each tier
within our organization
defined success differently. At a brand level, we
were focused on driving
upper-funnel metrics like
brand awareness and
increased reach while
our dealers were solely
38
DECEMEBER 2019
D I G I TA L D E A L E R . C O M
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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