Fixed Ops Magazine - 2022 Vol19 04 - 39

cle needs with communications delivered in a variety of
methods including email, direct mail, calls, digital display,
and social media.
HOW DO OMNICHANNEL MARKETING
AUTOMATION PLATFORMS WORK?
By using on demand omnichannel Marketing Automation
platforms, dealers can launch campaigns in Facebook,
Display, Direct Mail, and email efficiently, with the
right messaging, to the right customer. Direct Mail campaigns
will be in the mail as soon as the next business
day, while email and digital campaigns are ready right
away. Reporting from these campaigns is then immediately
pushed back into an automation platform so the
dealer can track their own success. Autonomous marketing
platforms can integrate with multiple sources of
data for the dealer to choose marketing audiences from
such as DMS, CRM, OEM Portals, Inventory Feeds, and
any other third-party data to reach the customer who
fits the dealer's needs.
CUTTING EDGE TECHNOLOGY
In addition, there is little to no marketing knowledge
required to operate these autonomous marketing platforms
due to propensity models, which have model data
that guides them if they do not know what to choose.
For example, a dealer can select: " I want to schedule
more service appointments " and the model can choose
the correct audience and messaging to deploy a campaign
with that goal.
Marketing automation technology continues to keep
up with the changing nature of digital marketing. Last
year, it was announced that cookies will no longer be
used in display marketing in order to track customers
who visit your websites. By leveraging a dealership's
first party audiences, they will not have to worry
about losing out on customers who are in marketing
to transact with their store. Marketing automation can
JULY AUGUST 2022 || FIXED OPS MAGAZINE
39

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Fixed Ops Magazine - 2022 Vol19 04

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