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Adoption of new tech solutions is well under way in the automotive industry, and we can even expect self-driving car boom in the near future. But, what about innovations in marketing and sales? Do automotive dealers use them to the fullest potential? Probably not, athough we should when working in business that actively implements advanced technologies.
A car dealer’s job in its core remains the same – you have to make people like you, trust you and buy what you offer them with the difference that customers have changed a bit. Today the majority of them are young people who cannot imagine themselves without smartphones. And that’s great, since their online presence can tell you a lot and help to increase sales.
By online presence, I mean both social media and special apps for car dealers and their customers. Firtsly let us talk about social media channels. You are probably already aware about the importance of being in one information space with people, who are interested in buying cars, so they remember about you when they are ready to make a purchase. Therefore, you need to choose social media channels preferred by your target audience and focus on them. The next step will be creating a coherent SMM strategy. However, do not forget that about three years ago, you could just go to Facebook, Twitter and LinkedIn, and now you have to work with messengers as well that are rapidly becoming the preferred communication channels.
You can also use the content produced by people who have already made a purchase. By doing this, you kill two birds with one stone: you save your money and bridge the gap between you and your customers, personalizing your marketing campaign.
Secondly, you should consider creating your own app for managing all the interactions with customers, especially since you can use all the collected data for predictive analytics to stay one step ahead of your competitors.
For instance, you can analyze the information with machine learning algorithms to predict your customers’ behavior, identifing the most loyal ones and predicting those that are likely to churn. This way you can quickly change your marketing strategy accordingly to deepen customer engagement. ML has already proved to be very useful in various niches. For example, thanks to ML, X by Invincea learns to detect and stop malware, and MacFly Pro identifies problems that lead to Macs' low performance on a case-by-case basis. In your case, you can monitor how different characteristics of your customers affect the sales. However, to create models that show you reliable results you need to monitor the data on a daily basis.
You can also use already existing solutions like My Mobile Dealer, AutoMotionTV Dealer, or NADA Marketvalues. These apps give a possibility to appoint meetings, sign up for a test drive, find cars through GPS, locate nearby parking spots, show where the cheapest gas stations and even the time for the next oil change. Some apps come with a mobile marketing platform and a tutorial for car dealers on how to increase sales and conversion of visits into purchases.
Of course, there are a lot more ways to use technology in your marketing strategy. The main point is there is no way not to use it at all. With that in mind you can choose what works best for you, be it creating entertaining content with augmented reality elements, building predictive models with machine learning algorithms or designing bots.