Fixed Ops Magazine - 2022 Vol19 04 - 40

do it for the dealerships, to drive successful marketing
campaigns effortlessly. These marketing automation
platforms solve a dealer's pain points in marketing. For
a single campaign, some examples are effectively eliminating
timely marketing planning calls, client success
calls, and final client review calls. Dealers can finally own
their marketing and reach the right customers by leveraging
marketing automation platforms.
BETTER MARKETING SOLUTIONS, BETTER
CUSTOMER ENGAGEMENT
The best part about omnichannel marketing automation
is that there is no one size fits all solution. Dealers now
have the ability to craft custom marketing journeys that
address their specific lifecycle needs with communications
delivered across all channels. Marketing automation
platforms can guide the dealership through effective
journey creation that are keyed to customer and
vehicle lifecycles to achieve new sales or service goals.
By integrating their own first party data and other data
sources, the dealership will have plenty of audiences
available to inform these lifecycle campaigns. In addition,
based on the dealership's sales or service goals,
marketing automation can help the dealer decide the
optimal touchpoints in the customer and vehicle lifecycle,
and what channels such as email, calls, and digital
can best reach and motivate customers. Unifying a
dealer's messaging across multiple channels will amplify
their marketing impact and help the dealer build a better
presence in their community with their customers.
Dealers do not need extensive marketing knowledge to
reach their best customers at the right time. Technology
can do that for them quickly and efficiently. Customers
can engage with dealerships easier since messaging can
be delivered at the right time. Time consuming marketing
planning and lengthy calls are a thing of the past.
Marketing Automation is the best way for a dealer to
take control of their voice and how they want to reach
their customers. Finally, dealers can attract and retain
customers with dealer-crafted marketing journeys, intelligently
tailored to address the specific needs of individual
customers. Marketing Automation delivers dealers a
better way to own their marketing and deploy efficient
and effective campaigns.
Madison Crader has a
diverse background in
automotive marketing,
focusing on seamless
integration between
Tier 1 and Tier 3 marketing
strategies. Madison
has experienced
marketing from various
perspectives from
working with the OEMs and dealerships directly, to
now serving the automotive industry from the technology
and vendor relations side of the business. Currently
she serves as the Lead Marketing Business Partner
at Solera, where she strives to elevate consumer
experiences and enhance dealership value at every
stage of the vehicle lifecycle.
40
http://madison.crader@solera.com
Fixed Ops Magazine - 2022 Vol19 04

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