Automotive marketing software increases customer purchases and improves end-to-end self-service processes. It offers back-office systems, sales and dealership management, showroom tracking, digital marketing, and more.
Auto brands can identify demographic segments for targeted data-empowered marketing that resonates with them across screens. This way, they can build loyalty with them for future sales.
Targeting Audiences
Auto brands and dealerships want to build trust and loyalty with automotive consumers. They know they can only do that if an organized auto repair shop advertising ideas manages prospects and connections. That’s where automotive marketing software comes in handy.
Market research and data analytics help automotive businesses understand their audience’s needs and desires. This allows them to tailor marketing messages and experiences to resonate with the right people at the right time.
For example, a car dealer might target audiences interested in SUVs by showing them an eye-catching photo of an SUV at the dealership alongside a copy highlighting its luxurious features. Alternatively, they might use programmatic audio ads to reach potential SUV buyers while watching their favorite TV show.
When automotive shoppers are ready to get serious about their next vehicle, they often call a dealership for more information or to ask questions. This is why they need to be able to interact with a human representative promptly. Automotive marketing automation can improve customer experience and reduce the cost of inbound calls. For example, a smart CRM application can send automated reminders for insurance renewal, vehicle servicing, or new offers. This helps staff stay on top of their game and reduces the need for manual follow-up.
The modern automotive consumer constantly seeks ways to improve their driving experience. That’s why they demand a personalized, seamless, and engaging experience at every touchpoint of their journey. This is a great opportunity for auto marketers to differentiate themselves from their competitors.
Audience Segmentation
Automotive marketing campaigns rely on audience segmentation to convert leads into sales and customers into trusted long-term relationships. Lead nurture automation should be a non-negotiable aspect of your digital strategies, with automated email sequences set to trigger based on a specific action—a form submission, ad clicks, or showroom booking. This way, you never miss an opportunity to connect with a potential customer using the right content at the right time.
One auto marketing practice that generates great ROI is offering incentives to existing customers to promote the dealership and its services. For instance, a social media competition in which people compete to win a free car service or oil change can draw significant traction. Another incentive that works well is a program in which the dealership gives cash rewards to anyone who refers someone to purchase a vehicle.
Families are a large and important target audience for many automotive brands, as they prioritize safety features, ample cargo space, and family-friendly technology in their vehicle choices. To capture this audience segment, providing educational resources that address their unique needs and build trust is important.
Using Lotame’s next-generation data platform, Spherical can help automotive brands leverage first-party data and tap into built-in analytics to inform audience segmentation and growth, boosting ROI across all your digital channels. Schedule a demo to see this powerful data management and analytics tool.
Audience Engagement
As an automotive business, your dealership must be able to manage leads in a way that maximizes sales opportunities and improves customer relationships. To do this, it is essential to have a robust automotive marketing automation system that complies with all industry standards and regulations. This will help your team manage and nurture each lead with a personalized follow-up strategy, increasing conversion rates. The VinSolutions automotive CRM, for example, has various operational features that can help you achieve this, including an automated outreach solution and detailed lead reporting.
Using digital marketing, automotive businesses can create engaging and informative content that appeals to potential customers. For example, they can produce videos showcasing a vehicle’s different features and benefits. They can also publish automotive-related tips and articles that provide helpful information to consumers. Video is an especially effective marketing tool in the auto industry because it provides a more immersive experience for customers.
In addition, digital marketing allows automotive brands to target specific audience segments. This can be done by segmenting the buyer’s journey into tiers and delivering the right message to each audience at the right time. For example, in-market audiences can be targeted based on the body style of the vehicle they are looking for. Additionally, a multi-touchpoint campaign can be delivered to qualified buyers with a compelling offer that increases their likelihood of buying.
Audience Growth
The automotive industry is a highly competitive one. As a result, it is vital to implement marketing strategies that are both creative and innovative. This helps to attract new customers and keep existing ones happy. A great way to do this is by running promotions and competitions online. These can be anything from a free car wash to a chance to win a new vehicle. These types of activities boost engagement and create a sense of community amongst users.
Car buyers have many different needs and motivations when purchasing a new vehicle, so identifying and targeting the right audiences is key for automotive marketers. Using data solutions like Lotame’s next-generation data platform, Spherical, allows auto brands to use their first-party data to deliver personalized experiences to their target audiences.
One way to improve the customer experience is by providing a clear and transparent understanding of the financing options available. Having this information clearly laid out on a website or app makes it easier for consumers to make the best decision for themselves and their budget.
Another way to reduce the number of missed opportunities is by making lead nurturing a non-negotiable part of your automotive marketing strategy. Setting up automated campaigns that trigger after a specific action—such as a form submission, ad click, or showroom booking—ensures that no leads slip through the cracks.