Successful marketing automation software creates environments that balance the right tools for dealers in order to ensure brand consistency and flexibility for localization.
Most marketing automation tools aren’t designed with this model in mind, and frequently miss the mark by:
• Assuming one user owns the entire marketing process – including template selection, offer management, audience segmentation, and send. The automotive multi-tiered selling environment tends to involve various roles, all of whom play a part in managing marketing campaigns.
• Ignoring the need for customization – most local stores can’t create unique offers using these tools and have to concede to whatever their brand happens to offer that month, regardless of their dealerships’ monthly goals.
• Forcing dealer users to learn and manage a complex ecosystem in order to deploy their marketing communications – many dealer marketing staff members have full time jobs as salespeople or administrators who have to handle marketing in their spare time.
• Lacking a streamlined way to manage multiple data sets from disparate locations – between CRM and DMS systems, dealers have different data in different places, and a lot of marketing automation providers ask dealers to handle how best to merge those data sources together (which adds complexity and frustration to the process).
Forward thinking marketing automation providers take to heart the needs of the automotive multi-tiered selling environment (the brand, region, and dealer) in campaigns, creative, and cadence. Automotive marketing success comes from igniting cooperation between dealers and their brands, and joining local messaging with well-established corporate brand image. Choosing the right automated marketing tool is the first step to effectively communicating with customers with the right message at the right time.