Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Behavioral targeting is revolutionizing the automotive industry's approach to advertising. In the automotive industry, there have historically been a wide range of advertising methods used with varying degrees of success. As more time passes, traditional methods of advertising are becoming obsolete. Online advertising is pushing a growing number of potential customers to the automotive dealership showroom floor. The technology in automotive online advertising is advancing at a rapid rate, allowing car dealerships to target individual consumers at their stage in the buying cycle and on the websites that they visit most through behavioral targeting.
Gone are the days where auto dealers had to rely on the "spray and pray" or "shotgun" approach of targeting a broad demographic and geographic area through TV, radio, print or online ads. Behavioral targeting is the future of advertising across a variety of industries; however this targeted display marketing application is particularly effective in the automotive market. Why?
Behavioral targeting is personal - The purchasing of an automobile is a very personal process. Life circumstances, financial situation, personal tastes and occupational needs all play a factor in the car selection process / buying cycle. Historical methods of advertising place broad advertisements, loosely based on geographic and demographic data, leaving the responsibility of personal interaction to the salespeople at the dealership. The problem with this approach is that 95% of the car buying process exists when the customer is not at the dealership. Behavioral targeting enables the right ads to be shown to the appropriate customer on sites they visit the most.
Behavioral targeting integrates with existing car sales processes - The correct behavioral targeting system will integrate with dealer communications and follow-up on cars, service and warranties. Advertisements will change dynamically based on where the customer is in the buying cycle.
As you can see from the above points and graphic, behavioral targeting is revolutionizing the ways that automotive dealerships sell cars by keeping customers in front auto dealership throughout the buying cycle. The personalized approach, waste reduction and complete integration with the car sales cycle makes behavioral targeting effective in selling cars, service and warranties.
Sean Taylor is the founder of Jaroop, an advertising agency focused on creating cost effective online advertising and publishing solutions for clients and positive consumer experiences for their customers. Sean regularly publishes articles and speaks around the country on the topics of technology, advertising and business. Sean can be contacted through Jaroop’s website or at 860-357-2060.