Automotive Digital Marketing

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The Proof Behind Website Personalization – Why Your Dealership Needs to Personalize or Perish

Megan Duncan,Digital Solutions Consultant
by Megan Duncan, Digital Solutions Consultant

Thinking differently can cause some anxiety. Just ask Katie Couric & Bryant Gumbel circa 1994. Remember the Super Bowl commercial about the advent of the Internet?

But there's no escaping the fact that the landscape of digital marketing is evolving due to the increased connectivity of content hungry consumers devouring information from around the web. Today’s automotive audiences are honing their shopping skills and expectations by interacting with brands that are curating a personalized experience. Think Amazon, Netflix, Spotify and Google.

I know, I know. None of these companies sell cars! But the data is in, and what works for them can work for you.

Of the majority of brands focusing on a personalized strategy, all 100% have experienced at least one benefit from this technology.

The four most commonly cited benefits are an increase in sales (74%), an increase in profit (61%), an increase in online traffic (58%) and an increase in customer loyalty (55%).

The ability to speak directly to your audience and tailor a relevant marketing message is symbiotic for both parties. A recent study from MarketingCharts, shows that consumers respond positively to this type of personalized experience. In fact, 53% of shoppers believe that retailers who personalize their shopping experience provide a valuable service and a third would like more!

Customers are even willing to share their data in exchange for a relevant, streamlined experience with your brand. This in turn translates into increased conversion and sales for your brand. It’s a win-win situation! As customers are learning to shop these curated experiences, it is getting harder for brands to promote a “one size fits all” message. Dealers who promote generic content are going to be left in the dust in this new dynamic atmosphere. Customers are rejecting mass marketed messaging in exchange for a hyper-focused experience.

According to that same MarketingCharts survey, 74% of survey respondents claim to get frustrated with websites when content, offers, ads, and promotions appear that have nothing to do with their interests. Real estate is a valuable commodity on your website. You better make sure content resonates right away with your customer or you are at risk of wasting an interaction and potential conversion.

How can you make the transition from generic to relevant? The answer is really simple - use insights and data to streamline a customer’s experience with your brand. Cut the clutter and noise of irrelevant content and make it easy for them to find what they are looking for. The MarketingCharts survey also found that 59% of your customers believe retailers who personalize their shopping experience make it easier to find products that are interesting, and an interested customer is an engaged shopper.

What’s more, a study from Infosys found 86% of consumers said personalization has some impact on the purchasing decision. Eighty-six percent! Think about that for a moment as it relates to the generic “one size fits all” message your customers may be receiving.

By providing a personalized experience, dealers now have a voice in a shopper’s journey which was once silent. This translates into added dollars for your business.

As a recent eConsultancy study has shown, businesses that are currently personalizing web experiences are seeing an increase in sales of 19% on average.

Our society is driven by highly connected, socially active individuals, who consume information from various sources and devices. If you want to stay in front of your audience and stand out, show them something that matters in their world.

As the concept of personalization grows and marketers continue to move into this space, it will be harder for brands to stay relevant with a generic marketing strategy. How will you stay relevant and personalize your strategy?

About the Author

Megan Duncan joined CDK in 2009 and is currently a Digital Solutions Consultant supporting our sales team. Her second, but favorite car ever was a 2000 Volkswagen Beetle that she called Bocephus. Megan and Bocephus parted ways after college over a plane ticket to Australia and a money order signed by a sheep farmer from Eastern Washington. Seems the land down under had a greater calling. Megan has over 10 years of marketing and sales experience with a deep understanding and knowledge of CDK solutions and dealer strategies. She loves to geek out over all things digital and has a penchant toward social media and the next big thing . When she isn’t working, you can find her traveling the Pacific Northwest searching for sun, cooking, taking pictures, and scouring antique stores for treasure.  She has a B.A. in Retail Marketing from the University of Washington. You can reach Megan at

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Tags: Dealership, Perish, Personalization, Personalize, Website


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Join Automotive Digital Marketing

Comment by Alexander Lau on March 5, 2015 at 7:50am

Old news.

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