Fixed Ops Magazine - 2021 Vol18 06 - 38

FEATURE BY OWEN MOON
ONLINE SERVICE
MARKETING
WITH DATA
INTELLIGENCE
Digital Insight to Help Drive More
Online Service Customers Into Your Dealership
L
ast issue in my article titled " The Service Marketing
Evolution " , I discussed the importance of
dealerships evolving their service marketing efforts
from traditional customer retention and database
loyalty strategies to focusing on customers who are
looking online for Service, Parts, Tires, and Accessories
information.
This evolution is best achieved by creating an online
service shopping funnel within your dealership's website
that informs customers of your dealership's various
services, educates them on why these services are essential,
and even makes recommendations on when to
get these services performed. When done correctly, this
builds trust with online service customers and establishes
your dealership as the authority in your local market.
Unfortunately, the evolution to online service marketing
has also created some misinformation on what
metrics are important. These help drive success. Many
OEMs provide generic strategies. Some advertising
agencies and fixed operations marketing companies
38
focus on coupons. Instead, let's look at how to use
data intelligence inside your online service marketing
to achieve the best results.
When I hear the word coupon, I often think of growing
up watching my mom sit at the kitchen table cutting
discounts from the local newspaper. Over the years,
consumers moved online and most began using desktop
computers to search the internet. With home and
office printers readily available, this made printing coupons
very popular. Today, almost 70% of all consumer

Fixed Ops Magazine - 2021 Vol18 06

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