Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
The Funnel Has Compressed
The world is moving faster and it is now quite evident in the automotive shopping funnel. A Capgemini study on automobile buyers revealed that 57% of new car buyers begin research less than 2 months before they purchase and 73% of new car buyers visit a dealership less than 2 months before they purchase. Automotive marketers are aware of this reality and have deployed or are considering deploying “always on” digital marketing strategies to cope with the compressed funnel activity.
Accurate measurement is fundamental to marketing strategy. The old adage applies, you can’t manage what you can’t measure. When it comes to digital display and third party cookies, let’s just say you can’t measure as effectively as you can with first party technology.
Digital display was born out of the third party cookie world. Over time, an entire ecosystem has been built to refine targeting and measurement. That said, digital display is still vastly aimed at upper funnel awareness and conquesting. Why? Because of its anonymous nature. However, your customers are not anonymous. Setting pixels takes these efforts “closer to the edge” in terms of customer marketing but falls far short of first party technology.
Your Measurements Are Hurting You
To best illustrate this, the online marketer need look no further than the assets they leverage in communicating with their customers across their organic sites. Across organic sites, the level of intelligence brought to bear, as managed within your domain’s cookie jar, is much more sophisticated than in the third party world.
When you apply the same level of intelligence, using first party technology, web wide, you quickly find that the measurements you’ve been capturing in your third party campaigns are misleading you. In fact, there is a high level of inaccuracy in the targeting itself, often resulting in inadvertent treatment of customers as prospects and unknowns. These inaccuracies diminish not just campaign results but brand image as well and stagnate strategists who can’t see beyond the inaccuracies being reported.
3X Improvement Drives Strategy & Performance
Clients often find that Advanced Digital Advertising improves measurement accuracy by 3X over third party-based competitive options, a quantum leap forward in developing effective the marketing strategies you need to increase digital performance in the “always on” world. Downstream, Advanced Digital Advertising takes advantage of the improvements in measurement to recalibrate old, out-of-sync models and generate new dimensions of predictive insights not possible under the third party paradigm.
It is true that Advanced Digital Advertising isn’t for everyone. If you already have a digital display practice, the base benefits are easily proven in a simple test. If you believe that the art of discovery and the science of marketing and measurement advance enterprise learning and improve process efficiency, contact The Allant Group for an onsite review.
Learn more at: www.allantgroup.com